Festive Foot Traffic 2.0: The Hands-On Holiday Edition
by Stephanie S.
Ivystone Marketing Manager
Q4 is coming, and with it, the busiest stretch of the year for independent retail. But here's the thing, your customers aren't just hunting for gifts and seasonal décor. They're looking for a reason to get off the couch, put the phone down, and feel something festive.
That's exactly what in-store events give you. A cozy fall tasting, a hands-on holiday workshop, a private shopping night after hours, these turn your store from a place people stop by into a place people want to be. And when customers linger longer and connect more, the sales tend to follow.
Why Event-Driven Retail Works
Some of the best retail marketing doesn't feel like marketing at all, it feels like a party you happened to throw in your store. Private shopping nights, seasonal socials, themed festivals, these bring in new faces, turn regulars into loyal fans, and leave people with a memory attached to your name, not just a receipt.
Here are just a few benefits you can expect:
Stronger Customer Relationships
There's something about doing an activity together, sipping cider while you swap decorating tips, or sitting shoulder-to-shoulder learning to punch needle, that a quick checkout just can't replicate. Those shared moments are what turn a one-time shopper into someone who thinks of your store as their store.
Increased Sales
Get people in a festive mood, milling around with a drink in hand, and something interesting happens: they browse longer, they notice things they'd normally scroll past, and they're more open to picking up an extra item or two. Add in an event-exclusive deal, and you've got a recipe for bigger baskets almost by accident.
Differentiation
Anyone can order the same candle online in thirty seconds. What they can't get from a browser tab is an evening spent in your store, laughing with neighbors, trying something new. That's the edge brick-and-mortar has always had, and events are how you actually put it to use.
Community Building
Team up with the florist down the street, a local artist, or a nearby bakery, and your store starts to feel less like a stop on someone's errand list and more like a neighborhood fixture. And once people see your shop as part of the fabric of their community, they don't just come back, they bring friends.
A Tactile Comeback: Why Hands-On Hobbies Are Having a Moment
Somewhere in the last few years, a lot of us hit our limit with screens. Now there's a real hunger for the opposite — slow, tactile, hands-on things you can only do with your actual hands. Needlepoint, punch needle rugs, crochet, pressed flower art, mahjong — they're all having a moment, and it's not a coincidence. People want to unplug, make something real, and do it in a room with other people.
For independent retailers, that's basically an invitation. A "slow craft" event doesn't need much — a table, some supplies, someone willing to teach — and it lands directly on a customer base already looking for an excuse to put the phone down.
Spotlight: Tiger Lily Flowers & Gifts (Fort Payne, AL)
Tiger Lily Flowers & Gifts is a great example of what’s possible when a seasonal event becomes part of who you are as a store. Their annual Christmas Open House has grown into something close to a regional tradition — the kind of event people plan road trips around, drawing visitors from across the Southeast.
What makes it work isn’t luck. It’s the coordinated marketing, the immersive in-store displays, and the year-over-year consistency that’s turned an event into a fixture on customers’ calendars. It’s a good reminder that a great seasonal event isn’t just about foot traffic for one weekend — done right, it becomes part of how people celebrate the holidays, year after year.
Slade Carden, Owner of Tiger Lily Flowers & Gifts
Q&A with Slade Carden
The Christmas Open House has become a regional tradition. How did it start, and how has it evolved over the years?
Christmas 2009 was my first Open House. I’d only been open about seven months and was in a much smaller location—but I went all out from day one. Christmas has always been my favorite holiday, so I like to do it big! Each year I’ve added more, packing as much as humanly possible into the store—so much so that visitors often make multiple trips just to see it all. Word of mouth has been my best advertising, and today I’m fortunate to welcome customers from all over the Southeast. Open House weekend (the third Saturday and Sunday of October) typically brings hundreds of people through our doors. My hope is that it gets everyone inspired and excited about the upcoming holidays.
What does the planning timeline look like for an event of that scale — when do you start, and what’s involved?
I start about 12 months out. In all reality, while customers are shopping for Christmas 2026, I’m already thinking about what’s next! In late December and early January, I travel to markets—usually Dallas and Atlanta—with a running list of ideas, colors, and themes I’ve been gathering. Some ideas come to life exactly as planned; others evolve based on what showrooms have available and what’s trending.
What role does marketing and promotion play in drawing visitors from across the Southeast, not just locally?
Marketing is key. Billboards have been a huge success for me in high-traffic areas, and social media reaches thousands of people—especially once posts get shared and reshared. I also do mailouts and email campaigns. But word of mouth remains powerful too; customers ask me all year long what I’m planning, what colors I’m using, and so on. I tend to keep it tight-lipped and let it be a surprise.
How do you design the in-store experience so it feels immersive rather than just “shopping with snacks”?
Keeping the eyes moving is key, so I decorate floor to ceiling—I want customers to look in every nook and corner and discover something new. Having a few reps attend Open House is also a great way to get people involved and further allows customers to learn about products they may not be familiar with. I also find it important for myself and several others of “my crew” to be out in the store talking and greeting customers, answering questions, and sharing ideas. And you can’t forget the snacks! We don’t just have a few snacks; we have a buffet of gourmet snacks using some of the gourmet items we carry—and of course they always make a few extra special treats as well! Like I mentioned before, I like to go “big” and go all out!
What’s the biggest lesson you’ve learned about what makes customers come back year after year?
Variety and unique merchandise that you don’t typically see at your chain retail stores are fundamental keys to grab your customers and keep them coming back year after year. My customers also know that I do not keep a lot of back stock, so if they see something they like and want, they better get it because it probably won’t be there next week. Pairing unexpected colors and items together, a little outside the traditional mold, also keeps people curious and coming back.
Have you experimented with more hands-on or hobby-based events — florals, wreath-making, pressed flowers — alongside the Open House?
I have not at this point. I have thought about it for years, but my biggest limitation on that is space. However, that’s still in my thought process and on my to-do list! So hopefully soon!
What advice would you give a smaller retailer who wants to build a signature seasonal event of their own?
Don’t try to do everything the first time—save some surprises for years down the road. Get the word out, and make your event as memorable as possible. Don’t copy someone else’s store; make it your own.
Any early hints about what’s planned for the Fall/Holiday 2026 Open House?
Oh, you are twisting my arm—but I will share just a few!
- Ribbon—lots of ribbon!
- Fun colors. Bright and bold.
- Nostalgia
- Fruits and berries
- And of course, the unexpected surprise!
Ready to Build Your Own Tradition?
Not every store needs to go as big as Tiger Lily's Open House right out of the gate — Slade's advice is a good reminder that the best events grow over time. If you're looking for a place to start this season, here are twenty ideas to get you thinking, split between fall and holiday.
Fall & Harvest Event Ideas
- Cider & Style Night: Sip seasonal drinks while exploring fall fashion or home décor.
- Pumpkin Decorating Party: Mini pumpkins for kids and luxe décor pumpkins for adults.
- Fall Wreath Workshop: Guests craft wreaths with seasonal foliage.
- Harvest Happy Hour: Partner with a local brewery or winery for tastings while shopping.
- Pumpkin Carving Contest: A friendly competition with prizes for the best designs.
- Autumn Mixology Class: Teach customers how to make fall-inspired cocktails or mocktails.
- Seasonal Flower Arrangement Class: Craft bouquets with autumn blooms and greenery.
- Pressed Flower & Leaf Framing: A slow, tactile craft that doubles as fall décor inspiration.
- Mahjong Meetup: A relaxed autumn social night for the growing mahjong crowd.
- Autumn-Themed Kids Craft Morning: Engage families with leaf collages, painted gourds, and more.
Holiday Event Ideas
- 12 Days of Gifting Countdown: Feature a different vendor or gift theme each day.
- Holiday Tablescape Showcase: Style multiple tables and let shoppers “shop the look.”
- Cookie & Cocoa Crawl: Partner with nearby businesses for a festive shopping tour.
- Needlepoint Ornament Night: Guests stitch a small holiday ornament to take home — a cozy, take-your-time craft that pairs perfectly with cider and carols.
- Punch Needle Stocking Workshop: Mini punch rug stockings or coasters in a holiday palette.
- Crochet-Along: Gifts You Can Make: A multi-week series building toward handmade holiday gifts.
- Pressed Flower Gift Tag Bar: Dried florals and card stock for one-of-a-kind gift tags and cards.
- Mahjong Social & Tournament Night: Pair with hot cocoa or cider; raffle off a mahjong set as a festive prize.
- Sip & Shop: Holiday Edition: Wine, cider, or hot chocolate while customers browse.
- Winter Glow Night: After-dark event with twinkle lights, candles, and seasonal ambiance.
Tips for Hosting Standout Events
A great event doesn’t happen by accident — but it also doesn’t have to be complicated. Promote early with signage, social, and email so people actually show up. Lean on your rep/vendor partners for giveaways, samples, or prizes; most are happy to help.
PRO TIP: Connect with your local rep to see if they can help source giveaways, samples, or prizes for your event — vendors are often more willing to pitch in than retailers expect.
Schedule during peak hours, and build in something interactive — a tasting, a DIY station, a raffle — so guests have a reason to stick around instead of browsing for five minutes and leaving. And if you’re just getting started, the hands-on hobby events are a great low-risk entry point. Most only need a table and some basic supplies, so you can test the waters without a big budget or a ton of planning.
Above all, keep it fun. A warm, welcoming room does more heavy lifting than any perfectly planned itinerary — that’s what people actually remember.
At the end of the day, in-store events aren’t just a seasonal tactic. They’re how you turn a store into a destination — the kind of place people plan their evening around, not just their errands. This fall and holiday season, focus on creating events that people genuinely want to be at. That’s what brings them back, year after year.
