Jump to a section:
Tucked near the foothills of the Great Smoky Mountains, Knoxville, Tennessee, boasts a rich history, a strong college presence (shout out to the University of Tennessee Volunteers), and a thriving cultural scene. While Knoxville’s population of around 190,000 might appear modest compared to larger metropolitan areas, the city’s strong sense of community and Southern hospitality make it a prime location for local businesses looking to stand out—especially during the holiday season. At Emulent, we’ve helped Knoxville businesses create holiday buzz that not only sparks immediate sales but also fosters long-term loyalty. Here’s how you can do the same.
Tap into Knoxville’s Unique Holiday Traditions
The Christmas in the City Festivities
Knoxville’s “Christmas in the City” is a series of downtown events, parades, and light displays that draw in thousands of locals and tourists every year. It’s a prime opportunity to get your business noticed:
- Downtown Ties: If you operate near Market Square, consider offering post-parade specials or hosting a mini-market booth.
- Partner with Planners: Check with the City of Knoxville or event organizers to see if you can co-sponsor an event or set up a festive display.
University of Tennessee Holiday Spirit
With the University of Tennessee’s football season often overlapping the holiday season, volunteer fans are already pumped with school spirit. Incorporate Orange and White holiday decorations, or run “Vol-themed” seasonal promotions to attract the college crowd.
Decorate and Illuminate
Southern Charm Meets Holiday Cheer
Think beyond standard red-and-green. Knoxville’s Southern roots and Appalachian heritage offer creative angles for holiday decor:
- Rustic Themes: Use reclaimed wood signs, burlap ribbons, and mason jars to achieve a cozy, down-home holiday look.
- Local Foliage: Incorporate magnolia leaves, pine cones, and holly into your storefront or display windows.
Emulent’s Tip: Encourage visitors to post selfies with your decorations on social media. Small details—like a handcrafted “Knoxville Christmas” backdrop—can make your location an Instagram favorite.
Light Up for Visibility
With shorter winter days, holiday lights can extend your brand’s presence into the evening:
- Parking Lot Displays: If you have a larger property, consider setting up a mini “light trail” or a tree lighting event.
- Minimalistic LED Strings: Even a few well-placed lights around doorways or show windows can add a warm glow that welcomes passersby.
Leverage Local Partnerships
Craft Fairs and Farmers’ Markets
Knoxville is known for its artisan community, with popular markets like the Market Square Farmers’ Market or Southern-themed craft fairs. Reserve a booth or collaborate with local artists to offer unique holiday gift bundles:
- Co-Branded Products: If you’re a coffee shop, pair your holiday roast with a locally handmade mug.
- Gift Basket Collaborations: Combine your best-selling items with a neighboring business’s goods for a “Knoxville Holiday Sampler.”
Chamber of Commerce and Business Alliances
Knoxville’s Chamber of Commerce and local business alliances often host seasonal promotional events or compile holiday shopping guides. Join these collaborations to reach a broader audience. Sometimes, membership grants you access to digital marketing tools or group advertising discounts.
Celebrate Appalachian and Vol Traditions
Incorporate Mountain-Inspired Activities
Thanks to Knoxville’s proximity to the Great Smoky Mountains, many locals and tourists appreciate nature-focused holiday outings:
- In-Store Workshops: Host sessions teaching mountain crafts, like making cedar wreaths or homemade ornaments.
- Partner with Outdoor Outfits: If you run a restaurant or retail store, team up with a local hiking or adventure company. Offer exclusive discounts to their customers during the holiday season.
Tailgate-Style Promotions
Football culture is huge in Knoxville. Translate that passion into your holiday marketing:
- Game Day + Holiday Combo Deals: If the Vols are playing around Thanksgiving or Christmas, run specials like “Buy a UT Christmas Sweater, Get Half Off a Jersey.”
- ‘Vol for Life’ Gift Bundles: Pair fan merchandise with holiday treats—perfect for last-minute gifts.
Use Social Media and Local Influencers
Show Off Your Southern Hospitality Online
Post videos or photos of your staff celebrating the season. Showcase how your team decorates, wrap gifts, or shares holiday recipes. Genuine behind-the-scenes content fosters an emotional connection with your audience.
- Hashtags: Use #KnoxvilleChristmas, #VolHoliday, or #ChristmasInKnox for local traction.
- Holiday Countdowns: Each day in December, reveal a new product or discount on Instagram or Facebook.
Local Influencer Collaborations
Knoxville has an active community of lifestyle, food, and mom bloggers who can amplify your message:
- Product Reviews: Send them a holiday-themed product to try, and ask them to share their honest thoughts.
- Giveaways: Co-host a social media giveaway, encouraging participants to follow both your business and the influencer.
Offer Distinctive Holiday Sales and Services
Festive Curbside Pickup or Delivery
Especially if you serve a busy or downtown area, convenient pickup can attract customers who want to avoid holiday crowds. Add a touch of holiday spirit by including a small candy cane or handwritten thank-you note with every order.
Emulent’s Tip:
- Themed Packaging: Wrap your takeout boxes or e-commerce shipments with Vol Orange ribbons or holiday-themed stickers to leave a memorable impression.
Gift Wrapping Stations
If you sell anything giftable—from books to clothing—offer free (or low-cost) gift wrapping. People juggling multiple gifts often appreciate the convenience, and it gives you a chance to upsell related items like holiday cards.
Host Community-Inspired Events
“Shop Local Saturdays”
Black Friday might be huge nationwide, but smaller cities often embrace “Small Business Saturday.” Work with neighboring businesses to create a cohesive “Shop Local” event in your district. Use punch cards or scavenger hunts that encourage customers to visit multiple stores.
Caroling or Live Music
Knoxville’s music scene includes bluegrass, country, rock, and more. Invite local bands or carolers to perform outside your storefront—especially on weekends. This not only provides entertainment but also draws foot traffic.
Live music can increase foot traffic by 15–30% in certain areas, according to local small-business event data.
Engage in Charitable Giving
Local Food Drives
Partner with a Knoxville-based food bank or shelter—like the Love Kitchen or Second Harvest Food Bank of East Tennessee—to collect canned goods. Offer discounts or free samples to customers who donate.
Why This Works:
- Shoppers often look for ways to give back during the holidays.
- People feel more connected to businesses that demonstrate community care.
Angel Trees and Holiday Toy Drives
Encourage customers to pick an ornament from a “giving tree” in your store, each representing a local child’s wish-list item. This personal touch underscores holiday goodwill, and participants often become repeat customers.
Run Targeted Digital Campaigns
Local PPC for Seasonal Keywords
Some examples:
- “Knoxville Christmas deals,”
- “Holiday gifts near UT campus,”
- “Family-friendly Knoxville Christmas events.”
Set your ads to appear during typical shopping hours. Use ad extensions to highlight gift cards, store hours, or limited-time offers.
Emulent’s Tip:
Don’t forget negative keywords—terms like “free” or “DIY” might attract browsers rather than buyers.
Email Marketing with a Holiday Twist
Create weekly or bi-weekly newsletters featuring:
- Gift Guides: “Top 5 Knoxville-themed Stocking Stuffers,” “Best Gifts for Vol Fans.”
- Event Calendars: If you’re part of multiple holiday fairs or sponsor local events, compile a schedule so customers know where and when they can find you.
- Personal Stories: Share short anecdotes about your staff’s favorite local holiday traditions—like visiting Zoo Knoxville’s Christmas lights or sipping hot cocoa at Market Square.
Measure, Refine, and Follow Up
Performance Tracking
Keep a keen eye on:
- Sales Growth: Compare holiday-season sales year-over-year or pre/post-campaign.
- Event Foot Traffic: Count visitors during special events or promotional weekends.
- Engagement Rates: Review likes, comments, and shares on social posts; open and click-through rates on emails.
Post-Holiday “Thank You” Outreach
Once the holiday rush subsides, send a heartfelt email or social media post thanking customers for supporting local businesses. Offer a small discount or loyalty perk for the new year—this can encourage repeat visits and maintain momentum after the holiday peak.
Final Thoughts
Knoxville’s holiday season is a wonderful tapestry of Southern charm, Appalachian flair, and vibrant community traditions. To create real buzz, embrace the city’s local culture—whether it’s cheering for the Vols, celebrating downtown Christmas festivities, or highlighting the nearby Smoky Mountains. By blending these unique elements into your décor, promotions, partnerships, and digital strategies, you’ll resonate with Knoxville’s holiday spirit in a genuine, memorable way.
At Emulent, we’ve witnessed how businesses that fully engage with local traditions and prioritize community connections end up reaping long-term rewards. Beyond the immediate holiday gains, the goodwill and brand awareness you generate can echo well into the new year. So, let the warmth of East Tennessee guide your holiday campaigns, and watch as your Knoxville business lights up the season with success and cheer.