What keeps entrepreneurs coming back despite the stress?

By Satesh Sookhai

Christmas markets may look like pure magic to visitors, but behind every decorated stall is an entrepreneur navigating long hours, harsh conditions, and unpredictable sales. This JBVI feature highlights new research revealing the emotional highs and lows of seasonal venturing, from stress and physical strain to deep meaning, purpose, and community. The carousel above breaks down what Christmas market entrepreneurs truly experience, and why they return year after year despite the challenges.