I know it’s annoying to see Santa in September but now is the perfect time to start “priming the pumps” for a spectacular shop local season. Starting early can give you a jump start on planning and driving customers to your area businesses, making it a great end of year for all.
The holiday season is a make-or-break time for many small businesses, and chambers play a vital role in amplifying local buying power. But with fast shipping, online mega-stores, and digital convenience, it’s hard for local stores to compete. That’s why so many chambers have created an experience out of local shopping. To help members thrive during the holidays, you need campaigns that capture attention, build excitement, and create meaningful local connections.
Fortunately, chambers across the country are already testing creative approaches and we’ve featured many of them here in this article. This holiday season is the perfect opportunity to borrow from what’s working and build even more momentum for local businesses.
Incentive Programs
One of the most engaging ways to drive local spending is through incentive programs. Anne Laugen from Cedar Rapids shared a powerful example of their “Rally Cap” initiative, launched during the pandemic and after a major weather disaster. For every $150 in receipts turned in from downtown businesses, shoppers earned a gift card to use at any local store. The program generated significant economic impact, with one beverage store alone seeing over $28,000 redeemed in gift cards. Programs like this turn shopping into a rewarding challenge. People love knowing their purchases come with an extra benefit, especially during the holiday season when spending is already high.
Bonus: the spending is wonderful, but so is the data. Being able to tell your members, the board, and the community about the impact you had is priceless. Look for ways to track your success so you can share the good news and know what you’re doing has meaning.
Let Me See Your Passport
Passport programs are a low-cost, high-engagement tools to promote multiple businesses. Several chambers have successfully used this strategy, including anonymous contributors who offered fun prizes like local swag. Sam Kersey’s version even added a scavenger hunt element, encouraging participants to “find the heart” hidden in each store. Not only did this increase foot traffic, but it introduced shoppers to businesses they may have otherwise overlooked.
Bingo cards are also a great idea. Check out this one to encourage local shopping by the Greater Minden Chamber.
Events
Events are another way chambers can build excitement around shopping locally. Deborah Randolph’s “Christmas in July” idea reminds us that seasonal events don’t need to be confined to December. Events like “Cash Mobs,” downtown strolls, Girls Nights Out, and Shop Local parties can create buzz while supporting local retailers. Adding some creativity, like trolley rides or themed dress codes, encourages participation and generates shareable moments on social media.
Creative Content
Social media remains one of the most cost-effective tools in our toolkit, but it requires more than generic posts. Chamber pros like Chris Thomas, Executive Director of the Millington Area Chamber of Commerce, have leaned into video content, creating short, engaging videos to highlight member businesses.
Laurie Haeger Kokenes has taken it a step further by partnering with local content creators to produce “perfect day in our town” reels. These authentic, story-driven videos get impressive reach, especially among people who don’t already follow chamber accounts. Storytelling, behind-the-scenes tours, and fun reels can transform passive scrolling into intentional shopping.
Mascots
For chambers that want to elevate their campaign, characters and mascots offer a creative edge. Deborah Randolph’s Chamber Elves and Chamber Peeps programs have created a sense of fun and personality around their shop local efforts. Videos and photos of these characters visiting businesses generate community buzz, and because the elves rotate locations, shoppers are introduced to a wide range of businesses. Incorporate a mascot into store visits, pop-up events, or giveaways, making the shopping experience more playful and memorable.
Mutual Support
Another angle is to strengthen member-to-member business relationships during the holidays. Some chambers, like Cedar Rapids with their “BUY 319” program, encourage businesses themselves to shift spending to local vendors. Holiday campaigns can challenge members to source local holiday gifts for clients, decorate offices with locally purchased goods, or cater holiday parties with chamber-member restaurants. Internal campaigns like this boost holiday spending and strengthen the member network at the same time.
Services
Chambers can also serve as valuable marketing consultants for their members. Carol Levin recommends going beyond promotions by helping businesses with creative sales ideas, tying promotions to community events, holidays, or popular seasonal themes. Webinars or roundtables on holiday marketing can be particularly timely in the fall, helping members craft better social media strategies or promotional campaigns before the shopping rush begins.
Of course, successful Shop Local campaigns require good old-fashioned visibility. Angie Woker Hibben’s chamber mailed postcards listing downtown businesses and events to every household in their Oswego area. This basic touchpoint, when done well, ensures that residents know what their local community offers. Combining these efforts with other touchpoints (new resident packets, posters in businesses, and bundled gift guides) can maximize reach. Creative touches, like printed “Shop Local” gift tags that chambers can hand out, can extend the message right into people’s homes.
Experience
Finally, we can’t forget the most important factor in local buying behavior: the customer experience. We use the word “experience” often in marketing but with social media, it’s become a massive way to get attention. But customer experience is not always a giant costly spectacle. As Kathi Quinn wisely notes, the best thing a chamber can do is help businesses be excellent retailers. During the holidays, customer service can make or break a sale. Hosting workshops or providing quick tip sheets on holiday merchandising, speed of service, or handling holiday stress could be invaluable support for your members. Gathering and sharing positive customer stories or holding “best customer experience” contests can further highlight and reward businesses who excel.
Holiday shopping is about more than transactions. It’s about community pride, connection, and celebrating together. This season, let’s challenge ourselves to go beyond slogans. Let’s create programs that reward local spending, events that turn shopping into memorable experiences, and promotions that make shopping feel personal, exciting, and community-driven.
Chambers of commerce have the unique ability to influence local culture and foster stronger community ties. By crafting creative, high-energy Shop Local campaigns, you can increase holiday sales and remind people of the value that local businesses bring year-round.
