The calendar may be winding down, but Small Business Season isn't over yet. Some of the biggest opportunities are in the final few days when everyone shopping last-minute wishes some elf could steer them in the right direction or just do the shopping for them.
Many chambers spend weeks promoting shop local campaigns, holiday events, and member businesses throughout November and December.
Then, as Christmas approaches, it's easy to assume the biggest opportunities are behind you.
They're not.
The final weeks of the year—and even the days immediately after the holidays—can be some of the most important for local businesses. Last-minute shoppers are searching for quick solutions. Gift card recipients are ready to spend. Families are gathering. New Year's resolutions are forming. And nonprofits are making their final fundraising pushes.
For chambers, this creates an opportunity to help members finish strong while building momentum that carries into the new year.
Here are a few ideas to help you make the most of this critical time.
1. Help Businesses Stay Top of Mind
One of the greatest challenges for any small business is simply being remembered when customers are ready to buy.
Your chamber has something many individual businesses don't: a trusted audience already paying attention to what's happening in the community.
The key is to go beyond simply sharing promotions. Every post, email, and announcement should answer one question:
Why should someone care right now?
Instead of posting:
"ABC Restaurant is offering delivery."
Try:
"Unexpected guests arriving this weekend? ABC Restaurant's delivery service can help you skip the cooking and enjoy more time together."
Context transforms an announcement into a solution.
Don’t have time to help them re-do their marketing? Creating a short video showing them how to lead with a solution to drive action can be a very valuable resource for them.
Create More Relevant Promotions
When highlighting member offers, encourage businesses to think about:
• Who is this best for?
• What problem does it solve?
• What makes it especially useful during the holiday season?
• Why should someone act now?
A post that starts with "Looking for a gift for someone who already has everything?" will often outperform a generic sales announcement because it immediately connects with a specific need and the audience can identify with it. After all, we all have someone like that on our list.
Give Members Fresh Content Ideas
By December, many business owners have run out of marketing energy. Chambers can provide a welcome boost by sharing simple content ideas such as:
• Daily videos featuring last-minute gifts in stock
• Gift guides under specific price points
• Local gift basket roundups
• Employee picks and favorites
• Holiday-themed social media challenges
• Short behind-the-scenes videos
• New Year-focused promotions
• Flash sales or limited-time offers
• Service-based gift card ideas
The goal is visibility. Short videos, photos, and authentic stories often outperform highly produced content during the busy holiday season. Look how many products are sold by the TikTok shop. It’s not because they’re Hollywood-budget undertakings. It’s because they seem like people talking to their friends over a video call. They’re casual and friendly.
2. Create Experiences That Bring People Together
While convenience matters, people are also looking for reasons to leave the house, connect with others, and enjoy the season.
That's where experiences reign.
Encourage members to think beyond transactions and create opportunities for customers to participate and have fun, learn something, or make something.
Some examples include:
• Holiday workshops
• Demonstrations and classes
• Customer appreciation events
• Seasonal tastings
• DIY gift-making sessions
• Family-friendly activities
• Open houses
• Networking socials
Partnerships can make these events even more effective.
A wine bar and caterer could host a charcuterie board workshop. A salon could partner with a makeup artist for a holiday glam event. Retailers can collaborate on downtown shopping nights.
These partnerships reduce the workload while expanding the audience.
Consider Chamber-Led Events
Chambers can also create experiences that spotlight multiple businesses at once.
Ideas include:
• Pop-up holiday markets
• Restaurant weeks
• Holiday pub crawls
• Shop local scavenger hunts
• Downtown passport programs
• Gift card giveaways
• Seasonal walking tours
Even a simple event can generate excitement when it gives residents a reason to explore local businesses together.
3. Use Every Chamber Channel Strategically
During Small Business Season, your website, email newsletter, and social media channels become valuable community resources.
Many people (both locals and visitors) check chamber websites to discover events, businesses, dining options, and holiday activities.
Make it easy for them.
Build a Holiday Resource Hub
Consider creating a central destination that includes:
• Community events and tree lightings
• Holiday shopping guides
• Dining specials
• Gift card promotions
• Local gift ideas
• Business spotlights
• Seasonal experiences
The easier you make it for residents to discover local options, the more likely they are to spend locally.
Tell More Stories
Large retailers can compete on convenience and scale.
Local businesses compete through relationships.
That's why stories matter.
Highlight:
• Family-owned businesses
• New entrepreneurs
• Long-standing community favorites
• Employee stories
• Business milestones
• Community impact initiatives
People choose local because they feel connected to the people behind the business.
Don't Stop on December 24
One of the biggest mistakes communities make is assuming Small Business Season ends when the holiday gifts are opened.
For many businesses, some of the best opportunities are still ahead.
Restaurants and Hospitality
Visitors are still in town. Gift cards are being redeemed. New Year's celebrations are underway.
Help restaurants and hospitality businesses by promoting:
• Gift card bonuses
• Seasonal menus
• Special events
• Catering services
• Customer reviews
• Staff recognition
Wellness and Fitness Professionals
January is often their busiest month because everyone wants to “get healthy” and “lose the holiday pounds.”
Feature local trainers, wellness coaches, nutrition experts, therapists, and fitness facilities as locals begin working toward personal goals.
Consider inviting these members to:
• Host workshops
• Provide expert tips
• Lead networking events
• Record a video on how to get in an easy workout to relieve stress during the holidays.
• Share wellness content with the community
You can let them add their logos and a short plug or offer to drive sales.
Retailers
The shopping season continues after Christmas through gift card redemption, exchanges, and year-end sales.
Keep highlighting:
• Local gift card programs
• Clearance events
• Shop local campaigns
• Merchant stories
And while you're at it, start collecting feedback that can make next year's Small Business Season even stronger.
Accounting Professionals
As businesses prepare for tax season, local accounting and financial professionals become valuable resources.
Share timely content from trusted local experts on:
• Year-end business planning
• Financial organization
• Tax preparation
• Recordkeeping best practices
Nonprofits
Year-end giving remains important for many organizations.
Help nonprofits by sharing:
• Success stories
• Volunteer opportunities
• Wish lists
• Donation campaigns
• Community impact updates
Focus on the outcomes they create, not just the fundraising ask.
Don't Forget the Chamber
While you're helping everyone else finish the year strong, set aside time to evaluate your own efforts.
Review:
• Small Business Season campaign performance
• Engagement metrics
• Event attendance
• Website traffic
• Member feedback
• Sponsorship results
Identify what worked, what didn't, and where new opportunities exist for the coming year.
The strongest chambers treat every Small Business Season as a learning opportunity.
The Season Isn't Over Yet
As the year winds down, many communities begin shifting their attention to what's next.
But for chambers and local businesses, there’s still plenty of opportunity ahead.
The final weeks of Small Business Season offer a chance to strengthen relationships, generate sales, increase visibility, and remind residents why supporting local businesses matters year-round.
A well-timed promotion, community event, business spotlight, or member story can still make a difference. And often, those final pushes carry local businesses into a successful new year.
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