How to Leverage Local Summer Events to Market Your Small Business
Summer is the season of festivals, farmers' markets, concerts, outdoor movies, and community celebrations. For small businesses, these events aren’t just a fun distraction—they're golden opportunities to connect with your community and market your products in smart, seasonal ways.
If you're not already tapping into the power of local events, it's time to start. Here's how to use summer happenings in your area to attract attention, boost sales, and grow your brand.
1. Align Your Products or Services With Local Events
Think about what people are doing during these events—and how your offerings could fit in. For example:
Clothing boutiques: Curate a collection of “festival looks” or “patio party outfits” and showcase them on social media with event hashtags and styling tips.
Restaurants, cafes, or delis: Offer ready-to-go picnic kits, festival snack packs, or brunch boxes for concertgoers and outdoor movie nights.
Wellness or fitness brands: Create quick yoga or stretch routines for people attending long events or offer recovery products like hydration kits or cooling sprays.
2. Embrace the Event’s Theme or Vibe
If there’s a country music festival happening nearby, design a themed product or drink. If your community is hosting a pride event, create a rainbow-hued version of your bestselling item or run a promotion supporting a related cause. Tie your visuals, copy, and vibe into the event's energy—but keep it authentic to your brand.
3. Use Social Media to Join the Conversation
Leading up to the event, post content related to it. Try:
Styling reels or flatlays of products perfect for the event
A countdown with featured products
Behind-the-scenes prep
Polls: “Are you going to [event] this weekend?”
Tag the event’s official account, use their hashtags, and show you're part of the community excitement.
4. Offer Event-Day Perks
Is the festival just down the street from your storefront? Put out a sign offering event-goers 10% off or a free drink with purchase. Offer discounts for people wearing wristbands or badges. Limited-time perks create urgency and foot traffic.
5. Collaborate With Other Local Businesses
Team up with nearby shops for cross-promotions or bundles. A boutique might partner with a local bar for a "shop and sip" package, or a florist could work with a bakery to create a “festival picnic + bouquet” special.
6. Keep Your Online Customers in the Loop
Even if your business is online-only, you can still join the fun:
Post curated collections inspired by local events.
Host a virtual sale themed around summer vibes.
Create downloadable checklists, playlists, or printable art tied to event themes.
Final Tip: Plan Ahead!
Get a calendar of summer events in your area and build them into your marketing plan. This kind of seasonal, location-based marketing keeps your brand fresh, relevant, and connected.