Local retail is one of Barcelona’s great strengths, both for its economic importance and its social and cultural value. With over 68,000 shops and 43 municipal markets, the city is consolidating a local retail model rooted in its neighbourhoods, creating jobs and playing a key role in urban vitality.

Today, one in five jobs in Barcelona are linked to retail and hospitality, representing 11.9% of total employment, providing over 220,000 jobs in total. This activity not only contributes to invigorating the economy but also structures daily life and strengthens social cohesion.

Projects and campaigns to strengthen the local retail sector

The city is implementing various schemes to stimulate local commerce, such as the “I’ll buy it” (T’ho compro) campaign, which promotes the personalised service and uniqueness provided by the local retail trade. With slogans such as “Shops that greet you by your name? I’ll buy it”, the aim is to highlight everything that makes neighbourhood shopping unique. The campaign can be seen on banners, buses, posters and social media.

Barcelona has also presented its candidacy to become the first European Capital of Local Retail, an initiative approved by the European Parliament which aims to organise yearly activities focussed on digitisation, sustainability and innovation in the retail sector.

In addition, it will organise the activities “Market of Markets“, “Taste me” and the “Cookery Classrooms”, connecting retail with the public and promoting healthy and sustainable habits.

Markets in transformation and responsible consumption

Barcelona has the largest network of food markets in Europe, with 39 markets selling exclusively fresh, quality produce. Sixty-one percent of the population shop in them regularly and the markets receive a total of over 70 million visits a year.

To strengthen this model, the City Council is promoting the modernisation of half of the municipal markets by 2035 through the Barcelona Impulsa plan. Work is planned for Abaceria, Montserrat, Horta, Estrella, Hostafrancs and Galvany markets, among others. Also of note is the complete renovation of the Mercat de la Boqueria, with the aim of preserving its uniqueness and guaranteeing its commercial viability.

In addition, a number of initiatives have been launched, including: the Green Commerce programme to promote the sale of local, organic products; the Barcelona Markets online store; and several online communication actions to strengthen the image of the local retail brand..