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It is no secret that small local communities play a crucial role in supporting their local businesses.  This role is magnified much more critical in the 4^th quarter with Thanksgiving, Christmas, and New Year’s all falling in this quarter.  One may wonder why I am bringing this up in July. The answer is very simple, it takes time for communities to implement effective strategies for attracting consumers during the holiday season and many local businesses rely on this quarter for their overall survival. During the 4^th quarter consumer spending tends to increase significantly and here are a few suggestions on how communities can assist their local business base during this critical time. 

Create a "Shop Local" campaign: Implement a targeted marketing campaign encouraging residents to shop locally. According to a study by American Express, 67 cents of every dollar spent at small businesses stays in the local community. Emphasize this economic impact through various channels, including social media, local newspapers, and community events. Use eye-catching graphics and slogans that resonate with the community's values.

Set up festive markets showcasing local businesses and artisans. These events can attract both residents and visitors, increasing foot traffic and sales. A survey by the National Retail Federation found that 24% of holiday shoppers planned to attend holiday markets or fairs in 2024, indicating a growing interest in these community-focused shopping experiences.  Organize festive events that draw people to local business areas. This could include tree-lighting ceremonies, holiday parades, or outdoor movie screenings. These events create a festive atmosphere and increase foot traffic. A study by Main Street America found special events can increase daily sales for local businesses up to 100%.

Create a community-wide loyalty program that rewards customers for shopping at multiple local businesses. Research by Bond Brand Loyalty shows that 79% of consumers are more likely to continue doing business with brands that offer loyalty programs. This can encourage repeat business and cross-promotion among local shops that extends beyond 4^th quarter holiday season.

Assist local businesses in creating a strong social media presence. According to Sprout Social, 76% of consumers purchase products they've seen in social media posts. Help businesses create engaging content, use relevant hashtags, and interact with customers online. Consider creating a community-wide social media campaign that features different local businesses each day.

Work with local businesses to establish extended shopping hours during the holiday season. This can accommodate shoppers with different schedules and increase overall sales opportunities. According to the National Retail Federation, 24% of holiday shoppers planned to shop on Christmas Eve in 2024, highlighting the importance of flexible hours.

Offer marketing assistance to small businesses that may lack resources. This could include creating professional holiday advertisements, designing window displays, or providing photography services for product shots. The U.S. Small Business Administration reports that effective marketing can increase sales by up to 47%.

Help local businesses establish or improve their online presence. With e-commerce sales expected to reach $1.1 trillion in the U.S. by 2027 (according to Statista), it's crucial for local businesses to have an online storefront. Assist in setting up websites, online ordering systems, or local delivery services.

Promote the sale of gift cards from local businesses. The National Retail Federation reports that gift cards are consistently among the most popular holiday gifts, with 54% of consumers planning to purchase them in 2024. Gift cards can bring in immediate revenue and encourage future visits.

Create a community-wide program where shoppers can win prizes or receive unexpected gifts when shopping locally. This can generate excitement and encourage more local shopping. Studies show that surprise rewards can increase customer loyalty and repeat purchases.

By implementing all or even some of these strategies, small local communities can significantly boost sales for their local business base during the critical fourth quarter and holiday season. The key is to create a festive, convenient, and rewarding shopping experience that highlights the unique value of local businesses. This not only supports the local economy but also strengthens community bonds and preserves the distinct character of the area.

John Newby is a nationally recognized Columnist, Speaker, & Publisher. He consults with Chambers, Communities, Business & Media. His “Building Main Street, not Wall Street,” column appears in 60+ newspapers and media outlets. As founder of Truly-Local, he assists chambers, communities, media, and businesses in creating synergies that build vibrant communities. He can be reached at: John@Truly-Local.org.