The holiday season is one of the most exciting times of year for downtown. Storefronts come alive with festive displays, restaurants welcome friends and families, and shoppers set out to find thoughtful gifts, discover new places and enjoy the traditions that make the season special. For local businesses, it’s also one of the biggest opportunities of the year to connect with customers, introduce new people to their offerings and build lasting relationships. One way to make the most of that opportunity? Get involved in downtown-wide holiday promotions.

Here are four reasons why participating in downtown-wide promotions is a smart move for your business:

1. Attract New Customers and Introduce Them to Your Business

Holiday promotions create opportunities to connect with people who may not have discovered your business otherwise. According to Constant Contact’s holiday consumer survey, 75.2% of consumers across the markets surveyed said they were likely to try a small business they had never purchased from during the holiday season. Nearly half (48.5%) said they choose small businesses because they offer original or more exciting gifts that larger retailers cannot match. Whether you offer locally made products, unique gifts, specialty services, seasonal menus or one-of-a-kind experiences, the holidays are a great time to showcase what makes your business special. Participating in a downtown-wide promotion helps put your business in front of new audiences who are already looking for ways to shop, dine and explore locally. A customer who discovers your business through a holiday campaign could become a regular long after the season ends.

2. Expand Your Marketing Reach Through Collaboration

Marketing is more powerful when businesses work together. A coordinated downtown promotion allows individual businesses to benefit from a larger collective marketing effort. Instead of each business working independently to attract attention, everyone contributes to a shared message that positions downtown as a place to spend time, shop, dine and celebrate. Through the Downtown Spokane Partnership’s marketing channels, participating businesses can gain additional exposure through social media, email newsletters, event promotion, digital listings and other community outreach. There’s also an opportunity to tap into one another’s audiences. When businesses share campaign announcements, tag neighboring businesses and encourage customers to explore nearby destinations, they help expand everyone’s reach. Think of it as collective word-of-mouth marketing. The more businesses that participate, the more reasons customers have to visit downtown and the more opportunities there are for everyone to benefit.

3. Give Customers More Reasons to Explore Downtown

People enjoy making an outing of their holiday shopping and celebrations. A visit to downtown can mean browsing local shops, grabbing lunch with friends, enjoying a seasonal drink, attending an event and discovering a new favorite business along the way. Downtown-wide promotions help create those experiences. Whether it’s a holiday shopping campaign, a rewards program, a scavenger hunt or special seasonal offers, coordinated promotions encourage customers to visit multiple businesses and spend more time exploring downtown. Every participating business adds something to the experience. A retailer might offer a special holiday product, a restaurant could feature a seasonal menu item, or a coffee shop might create a festive drink. Together, these offerings help make downtown a destination worth visiting throughout the season. The goal is to create a holiday experience that customers look forward to returning to year after year.

4. Turn Holiday Connections Into Year-Round Relationships

The benefits of holiday promotions don’t have to end in December. A new customer who discovers your business during a seasonal campaign is an opportunity to build a lasting relationship. Encourage visitors to follow your social media accounts, sign up for your email newsletter or learn about upcoming events and promotions. You can also use the holiday season to showcase products and services that customers might not know you offer. A retailer could introduce a new product line, a restaurant could promote its catering services, or a service-based business could highlight gift certificates. According to Constant Contact’s survey, 70.8% of small businesses don’t plan to invite holiday shoppers to join an email list or loyalty program. Creating a simple follow-up strategy can help your business stand out and keep those new connections going into the new year. The more opportunities customers have to engage with your business, the more likely they are to think of you the next time they need something.

A vibrant downtown is built through the collective efforts of the businesses, organizations and people who make it a special place to visit. Every participating business adds another reason to come downtown. And when customers have more reasons to visit, everyone has more opportunities to connect, grow and succeed. When we promote downtown together, we create more opportunities for everyone.