The new market is so well looked after that they've prepared for Christmas early. Next time you're around have a look in the roof space, the Christmas decorations have been there since it opened.
As for rents, on Monday there was a reduced price of £5 a stall. A grand total of 14 stalls were there, 4 of which taken by the fruit and veg stall which is always there. This is out of a capacity of 92.
Perhaps the real issue is that stalls are struggling for custom, rather than a stranglehold on rent.
Catch 22, people will only come if the town has good shops/market, and good shops/market will only come if there is people to sell to.