Still, some online users now believe that the Elora Christmas Market's loaded advertising has amplified both the town's and the market's popularity a bit too much. A representative from the Elora Christmas Market spoke to blogTO about these concerns, providing additional context and suggestions for those discouraged from visiting due to the volume of attendees. The Elora Christmas Market maintains that it hasn't "paid or invited any influencers this year," adding that "Anyone sharing content is doing so organically." The market, however, offered a response, commenting, "The Elora Christmas Market is intentionally curated to highlight local artisans and small makers. The Elora Christmas Market runs from Nov. 14 to Dec. 25 and is located on Mill St. W., in Elora, Ont.