Markets are being touted as providing the ultimate shopping experience while giving businesses an opportunity to test products with little risk.
Market users say these collections of temporary structures create an event and "day out" for shoppers as well as allowing owners to connect with like-minded people.
Two owners behind some of the city's most popular eateries began selling their products at local markets to build their clientele base before opening a bricks and mortar space.
Haran's Patisserie owner Kylie Haran always had a dream of opening a shop but said it was important to get her brand out there first.
"I started selling just macarons at the Wollundry Saturday Markets and then six months later we joined River and Wren, which was our most popular - we sold out all the time," Ms Haran said.
"It's about getting your brand out there and because we only advertised through social media, not everyone would see us - especially the older generation.
"People at the markets can see the product in person and cakes on display ... more orders came in and that helped open up the shop."
Ms Haran said while it can be sometimes hard to get people through the front door, having orders behind the business meant she brought in money from the start.
"The best piece of advice is testing your products at a market ... we would see if a product sold or not and if it didn't sell, we don't have it in our shop now," she said.
"I think without having a client base is why a lot of businesses fail today because they're just guessing what people like."
Jason Crowley, behind Crowley's Hot Sauce and Cave BBQ, said markets are a collaborative and supportive space for businesses.
"Markets make up about 50 per cent of our revenue stream," Mr Crowley said.
"It's revenue raising but also brand awareness [raising] and the best advertising campaign is demonstrating and selling your product to customers and then physically handing the product over to them."
Mr Crowley first tested his hot sauce at a market in September 2011 after deciding to give selling it a go.
"The business pretty much started by accident; I grew some chili seeds, fruit and then sauce and my friend said why don't you sell it?," he said.
"I had a large corporate job, I didn't need to start a business, but I've always been involved in food.
"If you go to markets, you have to be willing to go down that path and invest; I did it and it turned out really well ... you can't just go to someone and ask them to buy your brand - you have to test it and it was one of the best decisions I made."
Mr Crowley said markets are nothing without the organiser, stall holders and the community's support.
"It's building a community ... supporting one another; it's rarely competitive and more collaborative," he said.
River and Wren, selling homemade and locally sourced products, is possibly one of Wagga's most successful and curated markets and runs six times throughout the year.
It was started five years ago by Jennie Meiklejohn who could see a gap in handmade markets.
"To me, River and Wren is a day out ... it's not just a shopping opportunity; it's creating an event where people can come and catch up with friends and family," Ms Meiklejohn said.
"It's really important to support local as times are tough; there's the drought, online shopping and so many different things.
"I live on the farm, we're farmers so we know all about the drought ... but you know what? We don't see that here at the market; I don't see that affecting it and I can't explain that."
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Ms Meiklejohn said markets are a viable option for start-ups who are committed and have a "get-up and go" attitude.
"You can be very talented, but if you don't have the get-up and go, it's not going to work," she said.
"It gives people an opportunity where there's very little set up ... they're not committing a big rent and not outlaying a huge expense where they have to make a certain amount of money each day to meet rent, electricity and everything else that goes along with a shop front.
"There's a real community and camaraderie; stall holders help each other, they engage on each other's social media and catch up when they can; it's not just a market."
Avid market lover and resident Haley Tait said markets create an opportunity to connect with others and start a conversation.
"I love that you generally see different products and you're able to get out and chat to different people," she said.