Supporting Local Business This Holiday Season
The holiday season represents a critical revenue window for small businesses across New Jersey’s downtowns, commercial districts, and neighborhood corridors. NJBAC’s Business Enhancement Services are available throughout December to help communities strengthen visibility, foot traffic, and consumer confidence during this peak season.
If your district could benefit from quick messaging support, business engagement ideas, or tactical placemaking strategies, reach out to NJBAC Business Enhancement Manager Ryan Gleason to get started.
Take Governor-Elect Sherrill's Online Survey
New Jersey Governor-elect Mikie Sherril is inviting residents and organizations to share their biggest ideas, thoughts, and concerns for the State with the launch of an online survey for public input. Take the survey, and if you are so inclined please mention a Strong Business Action Center as one of your issues / priorities!
Featured Grants & Training Opportunities
To help small businesses grow, innovate, and support their local communities, American Express is teaming up with Main Street America this Small Business Saturday® to launch the Amex Shop Small Grants Program. The Program will provide an initial $5 million to fund 250 grants of $20,000 each to eligible small business owners.
The Small Business Improvement Grant offers reimbursement for costs associated with making building improvements or purchasing new furniture, fixtures and equipment.
Main Street America: Smart Systems for Main Street Success (Virtual Webinar Series)
December 3, 10, and 17 - 3pm-4:30pm EST
Through three dynamic sessions rooted in actionable learning, explore the importance of strong internal systems for Main Street success and gain access to ready-to-use tools, practical next steps, and resources you can adapt to your own program’s needs.
Holiday Shopping & Placemaking Strategies for Your Community
Below are immediate, low-cost, high-impact ideas communities can still implement to boost local holiday spending and improve the public realm.
- “Bundle Local” Campaigns
Encourage businesses to bundle giftable items from neighboring shops.
Examples: Restaurant and Spa bundles; Clothing and Home Decor; Coffee and Services.
These micro-collaborations create shared marketing momentum and drive multi-stop shopping.
- Window Glow-Up Coordination: Warm Lighting for Cold Nights
Simple warm-white lighting (battery candles, string lights, luminaries) increases pedestrian comfort and walkability after dark.
A coordinated “window glow” across main street or a central corridor is inexpensive but highly effective.
- Five-Minute Placemaking: Holiday Photo Zones
Encourage businesses or districts to set up small photo nooks with:
• Chairs, evergreens, blankets, and baskets
• "Shop local” signs
• Decorated storefront corners
This small intervention increases dwell time and drives social-media sharing.
- Weekend Micro-Activations
Low-lift programming can be done even with limited staff/time:
• Acoustic music / caroling sets
• Cocoa stations
• Sidewalk gift-wrapping tables
These small activations are proven to increase foot traffic without major event logistics.
- A Simple Digital Shopping Guide
Use Canva, a PDF, or Google Slides to create a quick “Top 10 Local Gift Ideas” guide. Send it via district email, text groups, and business pages. Many communities see a meaningful spending boost simply by curating choices.
Spotlight: Holiday Season Best Practices Around NJ
We’re already seeing strong local creativity and collaboration across the state. Notable trends include:
- Holiday scavenger hunts to draw families downtown.
- Warm light installations on key blocks and village greens.
- Small business gift-making workshops (candles, ornaments, food items).
- Extended retail hours in BID/SID districts.
If your district is doing something great, please share it! We’d love to spotlight communities in future editions.
Recommended Reading for December
A curated set of resources that can support your seasonal work:
CRE Daily: “Holiday Retail Trends Split Shoppers In 2025”
Read about current trends in retail to get more context on this holiday season.
Smart Growth America: Best Complete Streets Policies 2025
Read Smart Growth America’s report on the best policies enacted this year across the country.
Need Help Supporting Your District’s Holiday Season?
NJBAC can provide:
- Short-turnaround business outreach messaging
- Shop local campaign support
- Quick graphic templates
- Tactical placemaking recommendations
Reach out to Ryan Gleason anytime to get plugged in.
Wishing you and your business community a strong holiday season.
Ryan Gleason
Manager, Office of Business Enhancement
NJ Business Action Center
Ryan.Gleason@sos.nj.gov
609.633.6942
Official Site of The State of New Jersey