Boosting Festive Footfall: How Small Businesses Can Make The Most of The Christmas Season

Graham Soult 

Retail Consultant, CannyInsights.com

As we head into the busiest retail period of the year, I’ve been spending a lot of time with independent businesses across the Tees Valley – and one message keeps coming through loud and clear: small actions taken now can still deliver a big impact in the run-up to Christmas.  

Even though many of us feel the season creeps earlier every year, it’s never too late to make meaningful tweaks that increase visibility, encourage footfall and strengthen customer loyalty. 

These “Boosting Festive Footfall” workshops grew out of the wider Shop Local campaign that the Tees Valley Combined Authority is running this Christmas, which celebrates the crucial role of small businesses in sustaining local economies.  

Research suggests that every £1 spent with an SME keeps 63p circulating locally, compared with just 40p when customers spend with larger businesses – a powerful reminder of just how much indie retailers, owned and run by local people, contribute to jobs, suppliers and community life. 

And that’s why this matters: independent businesses really are driving the reinvention of the high street. Right now, my sense is that customers are more receptive than ever to messages about shopping local, supporting authenticity, and having those personal, human interactions that big brands simply can’t match. 

Making sense of seasonal events

In the UK, the Christmas trading period has become crowded with major shopping “moments”, some imported and some homegrown. The challenge – and opportunity – for independent businesses is deciding which of these events to lean into. 

Black Friday: Should indies get involved?

Black Friday made its way from the US to the UK in 2010, thanks largely to Amazon’s influence. Since then, it has become a fixture for many retailers – and, in some cases, an entire “Black Friday Month”.

But for small businesses, there are good reasons to approach with caution. Black Friday is built on heavy discount messaging – something that can quickly erode margins for independents. That’s why many small retailers wisely choose to ignore it all together. 

That said, there are authentic ways to participate without compromising your brand. For example, you might:

• Create value-adding bundles or use older stock as a free gift; 

• Reward your loyal customers with extra perks; 

• Or go for a completely anti-Black Friday message, as long as it fits the tone and story of your brand. 

Small Business Saturday: A much better fit

In contrast, Small Business Saturday – which always takes place on the first Saturday of December in the UK – is tailor-made for independents. It’s a grassroots, non-commercial campaign that simply encourages people to discover, support and celebrate local businesses. 

Even if you do nothing else, using the main hashtag #SmallBizSatUK in your posts can help you tap into the nationwide buzz. But for maximum impact, consider:

• Running a mini instore event; 

• Offering samples; 

• Rewarding loyalty; 

• Drawing inspiration from the free-to-download marketing pack from the official website. 

Don’t forget the power of local events

For all the attention national campaigns get, some of the biggest opportunities are the events happening right on your doorstep. Christmas light switch-ons, shopping evenings, local trails, window competitions – these moments bring real people into town, often in large numbers.  

For example, in one place I’ve worked over the years, an annual Christmas frontage competition organised by the town’s business association boosts local pride and generates plenty of social engagement. Meanwhile, in another location I highlighted in my workshop, volunteers successfully revived the area’s late-night shopping tradition after many years, recruiting 40 businesses to take part.  

These initiatives work because they are business-led, collaborative, and rooted in local identity. 

Four practical ways to increase festive footfall 

1. Celebrate what makes you unique

Indies succeed by being the opposite of the big players. You can be personal, specialist, agile, local and truly human. Lean into these strengths, and showcase the character of your business through your products, storytelling and service.

2. Roll out the red carpet–and be Instagrammable  

Kerb appeal matters. A clean, bright, well-maintained shopfront with a compelling window display can stop someone in their tracks – even when you’re closed. Good lighting, clear branding and thoughtful presentation all contribute to a memorable first impression. 

3. Keep the conversation going online

One of the biggest mistakes small retailers can make is not being active enough in reminding people that they’re there. Whether you opt for Facebook, Instagram, email, WhatsApp, or some other platform, staying in touch keeps you top of mind and drives both footfall and loyalty. Remember, your website and social media are forms of digital kerb appeal. 

4. Work together to champion your town

In my experience, the most successful high streets nearly always have strong networks, collaboration and shared storytelling. If people believe the high street is dying, they simply won’t come – so it’s on all of us to amplify the positive stories and celebrate what’s working. 

The power of Shop Local

Ultimately, the Shop Local message is about more than trading – it’s about community, customer experience and authenticity. As a local business, you offer real products and real service from real people in a place you care deeply about. And when independents like your business thrive, the whole place benefits.

Want to find out more about how we are supporting independent businesses this Christmas? Find out more here. We’ve also put together a retailer toolkit with everything you need to get involved and make the most of our Shop Local campaign.

The Boosting Festive Footfall workshop series was funded by UK Government through the UK Shared Prosperity Fund.