DIY Holiday Marketing Campaigns That Drive Customer Experience: Cross-Promotion & District Momentum

Last month, we hosted a Retail Entrepreneur workshop titled Holiday Retail Success, designed specifically for retailers gearing up for the festive season. I was scheduled to present on leveraging cross-promotion and district-wide momentum, but unfortunately, I had to miss it due to illness.

Thankfully, our other presenters - Kaycee McCoy, owner and marketing alchemist at Create/Captivate and co-owner of Pawsnickety Pets, and Pam Katrancha, founder of PSK Consulting - shared fantastic ideas for DIY holiday marketing campaigns. If you're a member, you can access the full recordings in our Resource Library.

Since I didn’t get to share my portion live, I’m bringing it to you here in blog form! My focus was on practical strategies to boost holiday engagement through collaboration and unified district efforts. (Many downtown and main street communities already have existing district initiatives so make sure you find out what’s already existing so you’re not reinventing the wheel!).

Let’s dive into actionable tactics you can use this season (or suggest to your downtown or mainstreet) - and keep in mind for next year.

 Cross-Promotions That Shine During the HolidaysHoliday shoppers crave convenience and festive experiences. Here are a few cross-promotion ideas that work especially well:

• Gift bundles featuring products from multiple stores make thoughtful presents and highlight local variety.
• Passport programs encourage exploration and repeat visits.
• Joint events like holiday markets generate buzz and shared foot traffic.
• Social media takeovers expand your reach to new audiences.
• Discount pairings incentivize multi-store purchases and increase overall sales.

Measuring the Impact of Collaboration

To track the success of your efforts:

• Use unique promo codes for each partner to monitor redemptions.
• Referral cards work well for in-person promotions.
• Online, UTM links* in shared posts help identify traffic sources.
• Customer surveys offer qualitative insights.
• POS systems can tag transactions to specific campaigns for easy reporting.

Starting Collaborations with Nearby Businesses

Begin with a simple outreach - grab coffee or send a friendly email. Propose a low-effort idea like a shared giveaway. Use group chats or email threads to keep communication flowing. Local associations (such as ours!) can also help facilitate connections and provide structure.

Structuring Partnerships for Success

Strong partnerships start with:

• Clear goals - are you aiming for foot traffic, sales, or brand awareness?
• Defined roles so everyone knows their responsibilities.
• A timeline with regular check-ins.
• Fair cost and reward sharing.
• A simple written agreement (even just an email) to avoid misunderstandings.

Building a Unified Holiday Campaign

Even if each business runs its own promotion, a unified campaign can be created through:

• Shared branding
• A coordinated launch date
• Centralized promotion

A district-wide theme like Winter Wonderland ties everything together and creates a cohesive experience for shoppers.

Low-Cost Ways to Add Holiday Cheer

You don’t need a big budget to contribute to the festive vibe:

• Host a window decorating contest
• Create a shared holiday playlist
• Set up DIY photo ops for social sharing
• Organize volunteer-led activities like caroling or gift wrapping

Coordinating Communication and Promotion

Form a holiday planning committee with representatives from different businesses. Use shared tools like Google Docs or Slack to stay organized. Weekly check-ins help maintain alignment, and assigning a point person ensures follow-through.

Keeping the Momentum Going

Maintain energy throughout the season with:

• Staggered events - something new each week
• Countdown campaigns like 12 Days of Deals
• Rotating promotions to spotlight different businesses
• A social media calendar to keep content fresh and consistent

Roles in Shared Events

Each business type brings something unique:

• Retailers offer deals and host mini-events
• Cafés and restaurants provide refreshments and themed menus
• Service providers can sponsor activities
• Nonprofits add a feel-good element through volunteers and charitable drives

Planning Events That Encourage Exploration

To get people moving and discovering:

• Include interactive elements like scavenger hunts or workshops
• Spread activities throughout the day
• Offer food and entertainment to create a welcoming atmosphere
• Provide maps and guides to help visitors navigate and uncover hidden gems

Popular Holiday Events and Themes

Crowd-pleasers include:

• Tree lighting ceremonies
• Holiday markets
• Themed contests like ugly sweater competitions
• Cookie decorating and hot cocoa crawls
• Pet-friendly events like Santa Paws
• Charity drives with incentives to boost participation and goodwill

Wrapping It All Up

The holiday season is a prime opportunity to create memorable experiences that drive customer engagement and strengthen community ties. By collaborating with neighboring businesses and aligning efforts across your district, you can amplify your impact without stretching your budget. Whether you're bundling products, hosting events, or simply decorating your storefront, every contribution adds to the magic. Start small, stay organized, and keep the momentum going and you’ll build a holiday campaign that customers will remember and return for year after year.

Scouring the Internet (just kidding, I used Microsoft Co-pilot ), I’ve compiled a city-by-city breakdown of confirmed 2025 community-wide holiday events across Coastal Virginia that involve retailers and are organized by local business associations, downtown groups, or collaborative efforts:

Chesapeake

• Holiday Craft Show (Nov 22–23) – Over 90 crafters and vendors at the Conference Center.
• Riverwalk Craft Show and other local markets throughout November and December.
  [17][18]

Gloucester

• Halloween Spooktacular Driving Tour – Businesses decorate and participate in a community-wide tour.
• Holiday-themed events organized by Gloucester Parks & Recreation and local businesses.
  [5][6]

 Hampton

• Hampton Holly Days – Includes parade, market, lighting party, and boat parade.
• Holiday Wonder Walk – A lighted trail experience along the Waterwalk Trail.
• Holiday Fine Arts Bazaar (Dec 13–14) – Handmade works from regional artists.
  [19][20]

Newport News

• Christmas German Market – Unique gifts and festive cheer.
• Holiday Bazaar (Nov 22) – Over 50 local vendors, food, and music.
• Wonderfest Holiday Marketplace (Dec 13) – Local shopping and raffles.
  [10][11][12]

Norfolk

• Grand Illumination Parade (Nov 22) – Kicks off the season with floats and music downtown.
• Holiday Yule Log Bonfire & Christmas Marketplace (Dec 6) – Features local artisans, food, and Santa visits.
• Great Hot Cocoa War (Nov 23–30) – Participating restaurants compete for best cocoa.
• Elf Door Discovery – A scavenger hunt across downtown businesses.
  [1][2][3][4]

Smithfield

• Holiday Market – Local baked goods, handmade gifts, and live music.
• Smithfield VA Events Festivals – Bacon & Bourbon Fest, BOB Fest, and Wine & Brew Fest support local nonprofits and businesses.
  [13][14]

Suffolk

• Taste of Suffolk (Sept 13) – Downtown event with food, vendors, and entertainment.
• Grand Illumination (Nov 21) – Tree lighting and festivities at Festival Park.
• Holiday Market – Local vendors, warm drinks, and Santa photos.
  [7][8][9]

 Virginia Beach

• BayPort Credit Union Holiday Parade at the Beach – Floats, bands, and community groups.
• Snow Globe Spectacular – Live performances in giant snow globes.
• 44th Annual Virginia Beach Christmas Market (Nov 28–30) – Over 250 vendors.
• SantaCon & Ugly Sweater Bar Crawl – Retailers and restaurants participate in themed promotions.
  [23][24][25]

Williamsburg

• Williamsburg Christmas Market (Nov 14–Jan 4) – European-style chalets, live music, and artisan gifts.
• Grand Illumination – Fireworks, music, and decorations throughout December.
• 2nd Sundays Holiday Market (Nov 9) – Local artisans and performers.
  [21][22]

 Yorktown

• Christmas Market on Main – Nearly 100 vendors and festive entertainment.
• Lighted Boat Parade, Cookies with Santa, and Mistletoe Market – All part of Yorktown Celebrates Christmas.
  [15][16]

References

^{[1] Norfolk's Best Holiday Attractions - VisitNorfolk
[2] Holiday Events and Experience in Downtown Norfolk
[3] Festevents :: Holiday Yule Log Bonfire and Holiday Marketplace
[4] DOWNTOWN NORFOLK COUNCIL ANNOUNCES 39TH ANNUAL GRAND ILLUMINATION ...
[5] Gloucester, Virginia Events Calendar 2025 - AllEvents.in
[6] Parks & Recreation Programs — Gloucester County, VA
[7] Downtown Suffolk Events
[8] Special Events - Suffolk, VA
[9] Holiday | Visit Suffolk Virginia
[10] Holiday Events in Newport News, VA
[11] Demolay Wonderfest: Holiday Marketplace - 4 Event Planning
[12] 2025 Newport News Holiday Bazaar - Newport News, VA
[13] Smithfield VA Events | Upcoming Holiday Events happening Today ...
[14] SmithfieldVAEvents.com - Home/About
[15] 2025 Events at a Glance | York County Tourism, VA
[16] Save the Dates for Historic Yorktown's 2025 Events
[17] Holiday Craft Show | Chesapeake, VA
[18] Chesapeake Christmas Markets 2025 - AllEvents.in
[19] Special Events | Hampton, VA - Official Website
[20] Holiday Bazaar 2025 - Visit Hampton, VA
[21] Main Events in Williamsburg, Jamestown and Yorktown 2025
[22] Williamsburg Christmas Markets 2025 - AllEvents.in
[23] Holiday Events & Parties Near Virginia Beach 2025 | AllEvents.in
[24] Virginia Beach Events releases 2025 calendar - WAVY.com
[25] BayPort Credit Union Holiday Parade at the Beach – Beach Events ...}