In today's experience-driven retail landscape, in-store events are no longer optional—they're essential for boosting customer engagement and driving sales. Industry analysis confirms a significant consumer shift, particularly among younger demographics, prioritizing experiences over material goods. As highlighted in Deloitte's 2025 US Retail Industry Outlook, retail executives acknowledge this trend. Moreover, ACF Technologies emphasizes the growing desire for in-person shopping experiences. This underscores the critical role of strategic event planning in transforming retail spaces into thriving community hubs. Let's explore leveraging these events to foster loyalty and maximize your store's potential. [Sources: Deloitte, "2025 US Retail Industry Outlook," ACF Technologies, "In-store events are back, and here's everything you need to know".
We partnered with the busy b gift boutique in La Grange, Texas for this Q&A article. the busy b has been in business for over 23 years and hosts some exciting and engaging store events. Follow along with what they're doing in their store on Facebook and Instagram.
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"Describe a standout in-store event you hosted. What made it a success, and what was the key takeaway?"
"One of our most significant events is our annual pictures with Santa. We have a professional photographer come in (she's also my friend), and we donate our profits to charity. We also collect toys for underprivileged children in our county. The pictures are by appointment only, and we "sell out" a 3.5-hour event in less than a minute when we open the spots! It's wild how popular this event has become. People drive in from over an hour away to get pictures with Santa. It's such a fun night for all of us. We are grateful that we can give back to our community with this event. Sometimes, the best events make you feel good!"
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"What specific goals drove you to start hosting events, and how do you measure their success beyond sales?"
"I always say we LOVE a good party at the busy b! I love party planning, so hosting events makes sense. And more foot traffic is never a bad idea. The buzz that events create is one way to measure your success beyond sales. You want to get people talking about your store. You want to stay relevant, and you want people to know that something fun is always happening or coming. It keeps people engaged and wanting to come back. When they feel like they can't miss out, you are doing something right!"
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"What types of events resonate most with your customers, and how do you tailor them to your unique audience?”
"My customers are up for anything! Come up with a fun theme and run with it! There are so many reasons to celebrate. My customers love pop-ups with local bakers and permanent jewelry. We just had a perfume bar with Mixologie, and we can't wait to do that again! It was different, interactive (customers blended their perfume bottles), and fun. They are already asking when they will be back!"
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"What are your top three tips for creating an engaging and memorable event atmosphere?"
"My top three tips for creating an engaging and memorable event atmosphere are: have a fun theme and follow it, play good music, and greet your customers like you would in your home."
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"How do you effectively promote your events to maximize attendance, and what marketing channels have proven most effective?"
" I send emails to our list and blast social media. Plus, I have a texting group. I tend to add a coupon or gift for those that come because of the marketing they receive. It works! I also ask our customers to share posts. I have also used bag stuffers to promote upcoming events. I have even taken small cakes around our town to area businesses when advertising for a store birthday party! Get creative with your marketing. Make it fun and memorable - I promise it makes all the difference. I'm also very involved in our school PTO, so I give coupons and special treats to our teachers campus-wide. We have even created cute and funny videos/TikTok to gain attention around our events."
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"How do you leverage local partnerships to enhance your events, and what benefits have you seen?"
"Local partnerships are essential. We have partnered with local businesses to offer shopping during the days when customers visit each store. Also, doing pop-ups with local bakers and makers is good for everyone! A strong community of local shops benefits everyone. Don't be afraid to partner with each other. When you stop seeing competition and start seeing opportunities, things get better!"
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"What are the most common pitfalls retailers should avoid when planning events, and how can they be prevented?"
"In a small town, I try to ensure no other significant events are happening that would take away customers. Also, you must ensure you have done ample advertising so your customers do not miss out! Plus, make sure your event details are clear. You want your customers to know what is happening and what they can expect. Plus, we have enough staff to make the event run smoothly. You certainly don't want to do all the work but have the event flop because you don't have enough employees to make it fun for the guests!"
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"Can you share a creative, budget-friendly event idea that yielded significant results?"
"Goodness, we have done many budget-friendly events over the years! We do a "moms and mimosas" on the first day of school. I bring in some little breakfast foods and serve mimosas. It's a great time for kinder through senior moms to gather and enjoy each other's stories. We open at 8:30 am and have a great turnout. We also do pop-ups with locals, bringing in more foot traffic during slower times. We've done a succulent bar with a local florist. I like to do theme weekends during the holidays - like Grinch Day. We serve Grinch punch and green snacks. And sometimes we even dress the part. One big thing we do is go LIVE every week on Facebook—same day and time. We started doing this during COVID-19, and we haven't stopped! It's one of our best "events" that happens every week. It's basically an infomercial where I can show new things and connect with my customers. They love it, and honestly, I do too! That has proven to be a game changer. These events require some thought and work, but the rewards far outweigh everything else! Plus, we get to have so much fun. That's the BEST part!"
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"How have in-store events helped you build a stronger community around your brand?"
"We are known always to have something up our sleeves. Our customers expect us to have fun events, which has strengthened our brand. We love that they rely on us for a unique shopping experience. So, we have to think ahead constantly. You can't plan your events three days before. You need to look at your calendars and think about what's coming up months before so you have enough time to prepare. Not to say I haven't pulled off events at the last minute, but it's a lot less stressful to be organized. Believe me."
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"What's the most important advice you'd give a retailer hesitant to start hosting in-store events?"
"Just do it. It doesn't have to be an over-the-top experience every time. Serving lemonade and cookies on the first day of spring, bringing in a local baker for a pop-up during Easter, offering a gift with a purchase over $50, or serving Grinch punch during the holidays—all of these give you a reason to stay in front of your customers. That's the main goal. You want them to keep wanting to see you!"
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“Do you have staple events you host each season?”
"We host a Christmas Open House and a store Birthday party each year. Both have become well attended and are events our customers look forward to. For both, we typically do gifts, drawings, and store specials. Sometimes, I will bring in reps for tastings or product demos. We have had customers pop a balloon for a discount or find a hidden candy cane for a prize. We sometimes give out surprise envelopes for our first 10 customers to get people waiting to get in! We decorate our store inside and out and make the entire experience inviting. We want them to feel appreciated - because they truly are. I am lucky to have met some of my best friends because of the busy b! I don't ever take that for granted."
Transforming your retail space into a hub of engaging experiences is key to building a loyal customer base and boosting sales. OneCoast is committed to equipping retailers with the knowledge and resources to make this happen. Join our exclusive Facebook retail community to connect with fellow store owners, access special offers, and discover the latest tips and tricks for creating unforgettable in-store events. We're here to support you in building a thriving retail community.