Every October, the historic streets of Pembroke come alive with the sights, sounds and excitement of Michaelmas Fair. But behind the flashing lights, fairground rides and familiar smell of candyfloss lies a remarkable tradition stretching back more than 700 years.
For generations, Michaelmas Fair has been a much-loved event in Pembroke’s calendar, bringing families, friends and visitors together in the heart of the town. Yet its beginnings were very different from the colourful celebration we recognise today.
A Tradition Born in Medieval Pembroke
The origins of Pembroke’s Michaelmas Fair can be traced back to the Middle Ages, when the town was an important centre for trade and agriculture.
Under Royal Charters granted centuries ago, Pembroke was given the right to hold markets and fairs, an important privilege that helped the town establish itself as a thriving commercial centre.
The fair takes its name from Michaelmas, the Christian feast of St Michael the Archangel, traditionally celebrated on 29th September. Historically, Michaelmas marked an important point in the agricultural calendar, signalling the end of the harvest season and the beginning of preparations for winter.
For rural communities across Pembrokeshire, it was a time for settling accounts, making agreements and planning for the year ahead.
From Hiring Workers to Celebrating Together
Long before the arrival of dodgems and Waltzers, Michaelmas Fair served a very practical purpose.
Known as a hiring fair, it provided an opportunity for agricultural labourers, servants and craftsmen to gather in Pembroke and seek employment.
Farmers and landowners would travel into town to negotiate agreements with prospective workers, often securing their services for an entire year, from one Michaelmas to the next.
For many families, these gatherings were an essential part of rural life, offering employment opportunities and financial security for the coming year.
The fair was also an important marketplace, attracting traders selling agricultural produce, livestock, household goods and other necessities.
Imagine Pembroke’s Main Street centuries ago, bustling with farmers, merchants, workers and townspeople, all gathering to trade, negotiate and socialise beneath the walls of the historic town.
The Arrival of the Travelling Showmen
As the centuries passed, the purpose of Michaelmas Fair began to change.
With the development of new employment practices and changing agricultural traditions, the need for hiring fairs gradually declined. However, their popularity as social occasions continued to grow.
Travelling entertainers and showmen increasingly became part of the celebrations, bringing games, stalls, performances and early fairground attractions.
By the Victorian era, fairs were becoming an important source of entertainment, providing an exciting escape from everyday working life.
Among the names associated with Pembroke’s fairground history are Haggar, Studt and Danter, families whose contributions helped shape the tradition.
One particularly fascinating connection is William Haggar, a pioneer of early cinema whose travelling bioscope brought moving pictures to audiences at a time when film was still a remarkable novelty.
For many people, such travelling attractions offered their first glimpse of a rapidly changing world.
Over time, the traditional trading stalls were joined and eventually replaced by increasingly elaborate fairground rides and amusements, transforming Michaelmas Fair into the popular event we know today.
Oyez! Oyez! Oyez! – A Ceremony That Lives On
Perhaps one of the most special aspects of Pembroke’s Michaelmas Fair is the continuation of its traditional opening ceremony.
The familiar cry of “Oyez! Oyez! Oyez!” echoes back to a time when town criers were responsible for delivering important public announcements.
Long before newspapers, radio and modern technology, the ringing of the town crier’s bell would summon people together to hear official proclamations.
Today, the ceremonial Cry of the Fair remains an important link to Pembroke’s medieval past.
Traditionally, the Mayor, civic representatives and members of the Showmen’s Guild gather to mark the official opening, preserving a custom that has survived through generations.
It is a wonderful reminder that, although the attractions have changed beyond recognition, the heritage behind the occasion remains very much alive.
Michaelmas Fair in Modern Pembroke
Today, Pembroke’s historic Main Street provides the setting for three days of fairground entertainment each October.
The 2026 celebrations began on Thursday 8th October, with the traditional opening attended by local civic representatives and members of the Showmen’s Guild.
The atmosphere may be very different from that of medieval Pembroke, but the purpose of bringing people together remains unchanged.
For many local families, visiting Michaelmas Fair is an annual tradition passed down through the generations. Grandparents who once enjoyed the fair as children now return with their grandchildren, sharing memories and creating new ones.
Few events illustrate the continuity of Pembroke’s community spirit quite like Michaelmas Fair.
Celebrating the Heritage of Our Town
Pembroke is a town rich in history, from its magnificent Norman castle and Tudor connections to the centuries-old streets and buildings that tell the story of its past.
Michaelmas Fair is another important part of that heritage, a living tradition that has adapted and evolved while retaining its place at the heart of local life.
At West Wales Properties, we believe it is the history, traditions and strong sense of community that make Pembrokeshire such a special place to call home.
As another Michaelmas Fair passes and the bright lights leave Main Street for another year, one thing remains certain: this remarkable tradition continues to connect modern Pembroke with the people and stories of its past.
Over 700 years of history, countless generations of memories, and one very special Pembrokeshire