As the winter holiday season approaches, most people plan to hang around for the holidays: A survey from the CivicScience Holiday Travel Preview reveals that 67% of U.S. adults opt to stay home this year rather than travel.
Although nearly 7 in 10 guests won’t be traveling, that doesn’t mean they won’t be spending. Those staying home are still looking for fun ways to shop and celebrate this winter, and preparations are already underway.
Now that more guests will be enjoying the festivities in their own backyards, businesses have a unique opportunity to pivot their focus from tourists to local residents. By customizing services, events, and promotions for neighborhood patrons, businesses can help their community have a festive holiday season, even if they’re not heading out of town.
Restaurants and cafés
Local eateries can play a pivotal role in creating a vibrant holiday atmosphere. Here are some ideas:
- Holiday-themed menus: Develop a special winter menu featuring seasonal dishes and festive beverages. Consider offering take-home meal kits for families to prepare holiday feasts together.
- Cooking classes: Host virtual or in-person cooking classes focused on holiday cuisine. This gives residents an opportunity to learn new skills while enjoying the company of others in a convenient, guided experience.
- Supper clubs: Organize a series of community dinners, inviting locals to gather for a shared meal with a family-style preset menu. Create a communal table setting to encourage connection and conversation.
Bars and breweries
The festive season is an ideal time for bars to try out new flavors, brands, and brews. Attract locals looking for a fun night out while testing the waters with fresh ideas.
- Seasonal cocktails and beers: Introduce limited-time beverages inspired by holiday flavors—think spiced ciders, peppermint martinis, or winter ales. Pair these with themed nights that celebrate local culture and history or complement the origins of the brew.
- Live entertainment: Schedule local musicians or comedians for live performances throughout the holiday season. Consider themed events, such as “Ugly Sweater Night” or “Karaoke Christmas,” to encourage participation and laughs.
- Trivia nights: Host holiday-themed trivia nights where teams can compete for prizes, encouraging locals to gather, socialize, and engage in friendly competition.
Salons and spas
With many residents spending the holidays at home, they might be looking to pamper themselves…
- Holiday packages: Offer special holiday packages that include popular treatments such as manicures, facials, or massages. To enhance the experience, add seasonal touches like peppermint scrubs or gingerbread scents.
- DIY beauty kits: Create take-home kits that allow residents to enjoy spa treatments in the comfort of their own homes. Include fun instructions for at-home pampering sessions.
- Virtual workshops: Host online workshops where locals can learn skincare tips, hair styling techniques, or makeup application, creating a sense of community and connection.
Coffee shops
Coffee shops are community hubs all year round, but the time to shine is especially during the season of comfort and connection.
- Festive drinks and treats: Offer seasonal offerings, from gingerbread lattes to peppermint mochas, along with holiday-themed pastries. Consider a “Drink of the Week” to encourage repeat visits or highlight local ingredients.
- Cozy gatherings: Set up reading nooks or game areas where locals can come together for book clubs or game nights. Take coziness a step further – or all the way outside – with a fire pit (enlist a musician to lead a singalong and be safe with flames!).
- Local art showcases Partner with local artists to display their work in the café. Host opening gallery nights where residents can meet the artists, creating a festive atmosphere and supporting local talent.
Boutiques and local markets
Boutiques can really take advantage of special holiday-themed promotions to reintroduce their brand to the local community through creative shopping experiences.
- Holiday markets: Organize a holiday market featuring local artisans and crafters. This will boost local businesses and provide residents with a one-stop shop for unique gifts.
- In-store events: Host “Sip and Shop” evenings, where customers can enjoy complimentary drinks while browsing. Offer special discounts or exclusive items for select attendees – discounts for teachers and other public servants go a long way.
- Personalized shopping: Offer personalized styling sessions or gift-wrapping services to help locals find the perfect gifts for their loved ones. Consultants can provide expert advice for guests wanting wardrobe or decor updates.
Performing arts venues
Performing arts venues, such as theaters and concert halls, can become focal points for community engagement during the holiday season, too.
- Holiday performances: Schedule a lineup of festive performances, including holiday-themed plays, musicals, cultural experiences, or concerts featuring local choirs and orchestras. These events can provide families with an exciting outing.
- Community talent showcases: Host talent shows that feature local artists and performers. This showcases local talent and fosters community pride and involvement, encouraging residents to come together in support of their neighbors.
- Workshops and classes: Offer holiday-themed workshops, such as dance classes, acting workshops, or music lessons for all ages. This provides an opportunity for locals to explore their creative sides while making new friends.
Hotels: Encouraging staycations
While many may be staying put, hotels can still attract local residents through targeted promotions:
- Staycation packages: Create special packages that cater to locals looking for a brief escape. This could include room discounts, dining credits, and access to amenities like spa services or local tours.
- Local guest specials: Offer discounts for in-state residents or create incentives for locals hosting out-of-town guests. Specials can include a “bring a friend” deal where locals and their guests can enjoy discounts together, like happy hour at the hotel bar!
- Themed getaways: Develop themed staycation experiences centered around local attractions, culinary delights, or winter activities. This could be a winter wellness retreat or a family-friendly holiday package.
As the holiday season approaches, the hospitality industry should look towards their neighbors to engage local communities.
By customizing services, creating exciting events, and offering special promotions, businesses can ensure that residents feel the warmth and joy of the season, even from the comfort of their own homes. The result will boost local economies and strengthen community ties, fostering a festive spirit that can carry into the new year.
