Stall spaces for the Thieves Alley market in Dunedin sold out a month before the event.
Organiser Hazel Murtagh said yesterday she had turned away about 30 people wanting stalls for the market, which packs the Octagon and surrounding streets each year.
Ms Murtagh said the February 14 event, which marks its 25th anniversary this year, usually sold out in the week before it took place, but interest this year had been unusually strong.
She was not sure why that was the case, but thought perhaps people were looking for ways to supplement their income in difficult financial times.
Shops in the area were also opening for the event, which meant there were fewer stall spaces on the street, but more than 250 spaces had been let.
The arrival of cruise ship Diamond Princess is expected to swell numbers this year.
The level of interest was "absolutely" good news for the event, Ms Murtagh said.
