Seasonal Spark: In-Store Fall & Holiday Events
As the holiday season approaches, independent retailers have a golden opportunity to elevate their business beyond transactions. By hosting in-store holiday events, you can transform your store into a festive retreat that creates lasting memories and deepens connections with your customers. These events are the perfect way to infuse your space with holiday cheer and turn shopping into a delightful experience.
“In-store events not only attract new shoppers but help customers to engage with the store brand. Store events are even more important during the fall and winter holidays. People are looking for ways to connect with others and celebrate. In-store events allow them to do something fun and different. ”
- Lenise Willis, Editor in Chief of Gifts & Decorative Accessories
Providence Home & Garden - Noblesville, IN
6 Benefits of Hosting In-Store Events
1. Increase Foot Traffic
In-store events can significantly boost foot traffic by creating a compelling reason for customers to visit your store. These events not only draw in existing customers but also attract new ones who might be intrigued by your event.
2. Build Customer Relationships & Foster Community
Holiday events are an opportunity to bring your local community together. They create a space for neighbors to connect, celebrate, and build lasting memories, positioning your store as a beloved community hub. This personal interaction helps foster meaningful relationships, making customers more likely to remember your store and return in the future.
3. Showcase Products
Use holiday events as a platform to showcase seasonal products, new arrivals, and unique gift items. These hands-on experiences let customers see, touch, taste, and fully engage with your offerings. By creating an immersive environment, you help shoppers discover their favorites and connect more deeply with your products, making their holiday shopping both enjoyable and memorable.
4. Create Buzz
Successful events generate excitement and word-of-mouth marketing. Attendees who enjoy your event are likely to share their positive experiences with others, extending your store’s reach and attracting new customers. Additionally, the engaging atmosphere and memorable moments of your event can lead to increased social media mentions and local press coverage.
5. Boost Sales
The festive atmosphere and special promotions at holiday events often encourage impulse buying. Shoppers in a celebratory mood are more inclined to spend, boosting your average transaction values and overall revenue. Additionally, exclusive event-only deals and limited-time offers can create a sense of urgency, motivating customers to make quicker purchasing decisions and take advantage of the special offers.
6. Differentiate from Competitors
In a competitive retail landscape, unique in-store events can set your store apart from the rest. By offering distinctive and memorable experiences, you create a compelling reason for customers to choose your business over others.
In-Store Fall & Holiday Event Ideas
- Sip, Shop & Spa Night: A relaxing evening combining shopping with spa treatments and refreshments.
- Fashion Show: Showcase seasonal fashion and accessories
- Open House: Kick off the season with store-wide discounts, refreshments, and special promotions.
- Recipe Swap & Tasting: Showcase your food lines & seasonal recipes featuring these items
- Holiday Pajama Sip & Shop: Cozy up in pajamas while enjoying drinks and exclusive shopping deals.
- Meet the Elf: Have a costumed elf meet and greet with kids and families.
- Girls Night Out: An evening dedicated to female shoppers with special discounts and activities.
- Shop with Santa: Invite Santa to shop alongside customers, offering photo opportunities and holiday cheer.
- Photos with Santa: Set up a photo area where children and families can have their pictures taken with Santa.
- Date Night: Host an evening event with special deals and activities for couples.
- Procrastinator Party: A last-minute shopping event with extended hours and exclusive deals.
- Get Your Stockings Stuffed: Offer small gifts or discounts with purchases to help customers stuff their stockings.
- Letters to Santa Station: Provide a station where kids can write and send letters to Santa.
- Holiday Sip and Shop: Serve holiday-themed drinks while customers browse and shop.
- Charity Toy Drive: Partner with a local charity to collect toys and offer discounts for donations.
- Mistletoe Moment Photo Booth: A photo booth with mistletoe decorations for holiday snapshots.
- Holiday Pop-Up Market: Create a festive market setting and enhance displays and invite local artisans or special vendors in during your event.
- Santa's Workshop: Create a craft station where kids can make holiday gifts.
- Elf on the Shelf Scavenger Hunt: Hide Elf on the Shelf figures around the store for a fun scavenger hunt.
- Holiday Book Reading: Host a story time with cozy, holiday-themed books for children.
Tips from a Sales Rep
We recently spoke with Anna Denison, a Georgia-based Ivystone Sales Rep with over five years of experience about her top tips for retailers on hosting standout events. She shared insights into what makes a good event as well as what retailers can expect.
What Makes a Good Event
According to Anna, a great event combines several key elements. Start with enticing food tastings, and ensure you promote the event well in advance—through in-store signage, email marketing, and social media. Incorporate engaging features like giveaways or raffles to add excitement. For instance, one of her retailers recently hosted an event that featured Savannah Bee Honey Straws and Consuela stickers giveaways, with raffles for a Consuela Bag, Savannah Bee Hot Honey, and El Arroyo Salsa. Anna also suggests serving alcohol or mocktails, if possible, to enhance the event experience.
What to Expect
Events can be unpredictable, influenced by factors like timing and day of the week. To maximize attendance, retailers should schedule their events during peak shopping hours. Anna learned from a recent event that adjusting the timing to 11-2 instead of 3-6 was better aligned with foot traffic patterns for a specific retailer. Regardless of turnout or unexpected hiccups, maintaining a positive attitude is crucial. This approach not only helps manage challenges but also ensures a more enjoyable experience for attendees.
Featured Retailers
Let's take a closer look at some notable retailers who have seamlessly woven holiday events into their 4th quarter strategies. These savvy businesses have harnessed the power of festive gatherings to not only boost sales but also to strengthen customer loyalty, proving that the magic of the holiday season can truly transform your store's success.
Piper Lillies
Located: Johns Creek, GA
@piper.lillies
Julia Butler launched Piper Lillies Gift Shoppe in December 2012 in Johns Creek, GA, naming the store after her two granddaughters, Piper and Lily. Known for offering a wide selection of gifts for every occasion, life event, and holiday, Piper Lillies excels at creating memorable in-store experiences.
Recently, they hosted a successful Consuela trunk show and a Sip & Shop event showcasing multiple brands, featuring a delightful mix of style, sips, and sweet treats. Last holiday season, their 12 Days of Christmas promotion stood out, with daily sales highlights that could be executed in-store, online, or both.
Providence Home & Garden
Located: Noblesville, IN
@providencehg
"It all started with the words community and nature," said co-founders Joel & Christy Kempson. "At Providence Home + Garden, we are a team dedicated to fostering a sense of community centered around nature, home, coffee, and food."
Providence Home + Garden is passionate about offering a welcoming space for customers to gather and grow. They host a variety of events in both their indoor and outdoor spaces, catering to all kinds of occasions. From their Christmas Open House and Cookies & Cocoa with Santa to wreath-making workshops and holiday donations for a local food pantry, it's clear that Providence Home + Garden is committed to creating memorable experiences while giving back to their community.
Mon Amie Amy
Located: Ashburn VA
@shopmonamieamy
Mon Amie Amy is a lifestyle store that offers a diverse range of products, including apparel for women and men, jewelry, home décor, baby and specialty gifts, wedding items, gourmet foods, and much more. Entertaining has always been her passion, and she strives to create unforgettable experiences for her customers.
Mon Amie Amy in-store events are a reflection of her passion for entertaining, designed to provide a unique and memorable experience for her community. Last year's standout fourth-quarter events included a Fall Open House, Holiday Sip & Shop, Holiday Open House, and festive Holiday Pop-Ups. Each event showcased the store's product assortment and brought people together to celebrate in style, enhancing both the shopping experience and the festive spirit.
Posh Pineapple
Located: New Smyrna Beach FL
@theposhpineapplensb
In October 2013, The Posh Pineapple opened its doors in the charming historic district of New Smyrna Beach, FL. Owner Cheryl Lorenz, inspired by her lifelong dream of owning a boutique and her motto of “celebrating life,” turned her vision into reality. Having played “store” as a child and becoming an empty nester, Cheryl found inspiration in the image of pineapples, symbols of warmth, welcome, friendship, and hospitality. This led her to create The Posh Pineapple, a boutique filled with exclusive, stylish items that reflect these values.
The Posh Pineapple's commitment to community and celebration is evident in their diverse event lineup. Cheryl and her team host a range of events that embrace the spirit of friendship and hospitality, including popular fall and holiday gatherings such as Christmas Kick-Off, Holiday Sale-A-Bration, Spark the Spirit, and Girls Night Out. These events not only highlight the boutique’s unique offerings but also foster a sense of community, making each occasion a memorable experience for all who attend.
Grandpa Shorters
Located: Petoskey, MI
@grandpa_shorters
Petoskey’s original souvenir store, Grandpa Shorter’s Gifts, has been a beloved institution since 1946. Nestled in the heart of the historic Gaslight District at the corner of Lake and Petoskey Streets, this family-owned gem has been a cornerstone of downtown Petoskey, Michigan for over 70 years. Founded by Carl and Ruth Shorter, the store began as Shorter’s Indian Craft Store and has remained in the Shorter family ever since. Through several generations, the store’s name may have evolved, but its dedication to offering unique gifts, souvenirs, and the famed Petoskey Stones has never wavered.
Grandpa Shorter’s Gifts is more than just a shopping destination; it's a community hub where tradition meets innovation. Their events, from whimsical to heartwarming, reflect this commitment. Last year’s lineup featured everything from photos with the Grinch and Santa to creative Wood Slice Painted Ornament events. They also hosted a festive Pajama Party with free gifts, grab bags, donuts, mimosas, and gift wrapping, as well as a dynamic Young Entrepreneur Pop-Up Shop showcasing the next generation of business innovators. Each event underscores their dedication to fostering community spirit and providing memorable experiences for all who visit.
Linen & Clove
Located: Verona, WI
@linenandclove
Kim and Dani, the founders of Linen & Clove, infuse their design work with inspiration drawn from their lives in Wisconsin. Surrounded by rolling hills and fields, their design style reflects a relaxed, organic, and welcoming approach. As moms, they appreciate the significance of a thoughtfully designed home. As professionals, they value communication, transparency, and authenticity. Their commitment is to create spaces that enhance their customers’ lives with beauty and joy.
This commitment extends beyond their design work to the vibrant events they host and participate in. Kim and Dani’s events are celebrated for their ability to bring joy and beauty to the community. From elegant open houses and unique pop-up shops to engaging winter markets and festive holiday window displays, Linen & Clove consistently enhances the local experience with their exceptional sense of style. Their involvement in community events highlights their dedication to enriching lives and fostering a sense of connection through beautifully curated experiences.
With the holiday season approaching, independent retailers have a great opportunity to stand out by hosting engaging in-store events. As showcased by the featured retailers, creating a festive atmosphere and offering interactive experiences not only enhances the shopping experience but also fosters customer loyalty and boosts sales. Transform your store into a local holiday hotspot and capture the spirit of the season.
