Every holiday season, communities compete for shoppers' attention. Big-box retailers roll out massive promotions, national brands flood inboxes, and online marketplaces make it easy to buy with a click.
Meanwhile, local businesses are working hard to stand out.
That's where chambers have an opportunity.
Supporting small businesses the day after Black Friday has become an important tradition. But one day isn't enough to showcase the entrepreneurs, makers, retailers, and service providers who help define a community.
Ideally you could launch a Small Business Season celebration in your town—a sustained effort that keeps local businesses top of mind throughout the holiday season.
Interestingly, the formula isn't all that different from a classic Hallmark holiday movie.
Those movies are popular because they remind people of something they may have overlooked: the charm, relationships, and sense of belonging that were there all along. That's exactly the story chambers can tell during the holiday season. Your role is to help residents rediscover the businesses that have been part of their community the entire time.
Create the Kind of Atmosphere People Want to Experience
Every holiday movie starts by setting the scene.
Maybe it's snow-covered streets, twinkling lights, festive storefronts, or a charming downtown decorated for the season. The details create a nostalgic and magical feeling.
Your community can do the same.
Holiday décor, lighting displays, window decorating contests, photo opportunities, and festive gathering spaces encourage people to spend time downtown rather than simply shopping online. The more inviting the experience, the more likely visitors are to linger, explore, and discover businesses they may have overlooked before.
Encourage visitors to share photos and videos using a community hashtag. Not only does this generate excitement, but it creates social proof that your downtown is where holiday memories are being made.
Help Shoppers "Bump Into" Local Businesses
Hallmark movies have a predictable plot device: two people unexpectedly cross paths and their lives change because of it.
Your chamber can create those same serendipitous encounters between shoppers and local businesses.
Holiday expos, makers markets, artisan fairs, and pop-up shopping events give residents opportunities to discover businesses they might never have visited otherwise. These events are particularly effective because they bring multiple businesses together in one place, making exploration easy and fun.
One community's First Friday vendor event helped a local jewelry maker secure placement inside an established retail store. That's the kind of connection chambers are uniquely positioned to facilitate.
If you have access to affordable event space, consider offering opportunities for local artisans, crafters, and emerging entrepreneurs to showcase their products during the holiday season. These events often create benefits that extend far beyond a single sale.
Tell Stories, Not Store Directories
One reason holiday movies work so well is that viewers become invested in the characters.
People don't remember a character's schedule. They remember their story. The same principle applies to local business promotion.
A list of businesses, addresses, and operating hours is useful information, but it rarely inspires action. Stories do.
Instead of simply highlighting what a business sells, showcase why the owner started it, what motivates them, how they contribute to the community, or what challenges they've overcome. Help residents see the people behind the storefronts.
Many small business owners pursued a dream, took a risk, or built something meaningful from the ground up. Those stories create emotional connections that advertising alone cannot.
Throughout the season, feature member spotlights, short videos, customer testimonials, behind-the-scenes content, and holiday traditions unique to local businesses. When people feel connected to a business owner, they're far more likely to support them.
Post the Message Everywhere
One of the biggest marketing mistakes chambers make is assuming a message has been seen simply because it was posted once.
Holiday campaigns require repetition.
Use consistent Small Business Season branding across your website, newsletters, social media channels, email signatures, event materials, and printed promotions. Every touchpoint should reinforce the same message: local businesses are an essential part of your community and they need support during the holiday season.
The more frequently people encounter that message, the more likely they are to remember it when they're deciding where to shop.
Turn Shopping Into a Community-Wide Game
People love games. That's why some of the most successful holiday campaigns include a playful element that encourages residents to engage repeatedly throughout the season.
Many chambers have found success with "Shop and Win" promotions, shopping passports, bingo cards, loyalty programs, or receipt-based contests. These programs reward residents for supporting participating businesses while creating excitement and anticipation.
Or launch a holiday hunt. Several chambers hide an elf, mascot, or community-themed character at a different business each day or week. Followers then guess the location on social media for prizes and recognition. The campaign drives engagement online while encouraging residents to visit participating businesses in person.
For chambers looking to add membership value, these programs can also be structured as exclusive opportunities for member businesses.
Add More Joy to the Feed
Holiday shopping can be stressful. Your social media content can be a sea of calm in a crazy stream.
One thing Hallmark movies understand is the power of heartwarming moments. Chambers can use the same principle by sharing content that makes people smile.
Invite residents to submit photos of holiday decorations, family traditions, pets in festive attire, or favorite local holiday memories. Highlight cheerful moments happening at member businesses. Share customer stories, employee celebrations, and community acts of kindness.
Content that creates positive emotional reactions often generates higher engagement than straightforward promotional posts.
People tend to remember how something made them feel and if it brings a smile to their face, they may just share it with someone else.
Become the Resource Businesses Need
Many small businesses have improved their digital marketing efforts over the past several years, but plenty still struggle to maximize online opportunities during the holidays.
Chambers can play an important role by sharing practical, easy-to-implement marketing tips throughout the season.
Simple guidance on social media promotions, product tagging, holiday email campaigns, customer reviews, gift guides, or online shopping tools can make a meaningful difference for a small business owner who’s already stretched thin.
Sometimes the most valuable thing a chamber can provide is useful information delivered at the right moment.
The Chamber's Role: A Little Helpful "Meddling"
Every Hallmark movie includes someone who gently nudges the story toward its happy ending.
For chambers, that's the role you play during Small Business Season.
Residents are busy. They aren't always thinking about where their dollars go or how much local businesses contribute to the community. Sometimes they simply need a reminder.
Your job is to tell the stories, create the experiences, facilitate the connections, and keep the message visible. When you do, you're helping people rediscover something that was right in front of them all along.
The goal for Small Business Season is to increase holiday sales, of course. But if you want the good feelings and Increase in revenue to last all year long it’s important to strengthen the relationship between your community and the businesses that help make it unique.
And unlike a Hallmark movie, that impact doesn't end when the credits roll.
Share this post...
Get support, tools, and extra hands working alongside you.
Additional Chamber Resources & Support
Join 12,500+ Chamber Pros in the Chamber Pros Community Facebook Group
Ongoing support, live training, Learning Hub access, and AI Co-Workers
Done 4 You Social Media Content for Your Chamber
Board Retreats, Strategic Planning, Orientations, Speaking, & Consulting
Explore Additional Content in These Categories
Most Recent Posts
Struggling to separate your benefit tiers? We have tons of ideas to give members reasons to upgrade.
The best promotional products strengthen relationships, create memorable experiences, and generate non-dues revenue. Here's how chambers are using swag strategically.
A successful young professionals group needs more than networking events and an age limit. Attract emerging leaders by connecting participation to career growth, earning potential, and more.
Here's how to create youth programs that strengthen your workforce pipeline while making your Chamber more relevant today.
If you need a new non-dues revenue idea, a chamber trip might fit the bill.
There's a time and place for a chamber golf tournament. have you found yours?
Meet Our Authors
Hi, I'm Frank Kenny
Founder of the Chamber Pros Community
Hi, I'm Norma Davey
Founder of the Chamber Pros Community
CONTENT
Subscribe to the Chamber Pros Community Online Newsletter.
Discover chamber tips, strategies, and best practices...
We value your privacy and will never sell your info
Legal Agreements, Privacy Policy, Terms and Conditions
Copyright 2026 Chamber Pros Community and Frank J. Kenny, LLC