How to Create Buzz Around Your Des Moines Business During The Holiday Seasons

At Emulent, we’ve worked with countless companies looking to capitalize on the spirit of the holiday season to boost sales, increase brand awareness, and forge stronger connections with local communities. Des Moines—known for its friendly Midwestern charm, growing arts scene, and rapidly diversifying economy—provides a perfect backdrop for businesses seeking to stand out during the holidays. Whether you run a small boutique, manage a restaurant, or handle a professional services firm, the holidays offer a limited yet powerful window to capture the attention of both loyal and new customers.

Why Holiday Marketing Is So Effective in Des Moines

Although holiday marketing is a big deal nationwide, there are a few reasons it can be especially powerful in a tightly knit community like Des Moines. According to a 2022 WalletHub survey, Iowans are among the most engaged holiday spenders in the Midwest, not only purchasing gifts but also looking for local experiences like festive dining options, family activities, and seasonal events.

• Community-Centric Culture: Des Moines residents value community ties, local events, and shared experiences. The holidays amplify that desire for togetherness and collective celebration.
• Boost in Foot Traffic: As cooler weather arrives, many people look for indoor shopping and entertainment, driving more traffic to malls, downtown businesses, and neighborhood markets.
• Seasonal Events: From the Christkindlmarket Des Moines to the annual Jolly Holiday Lights, local traditions create natural marketing moments for your brand to tap into.

When you align your promotional activities with these local preferences, you tap into a sense of pride and excitement that makes Des Moines a great place to do business during the holidays.

Pinpointing Your Holiday Marketing Goals

Before diving into specific tactics, it’s essential to define what “success” looks like for your holiday campaign. Are you looking to boost in-store visits, increase eCommerce sales, promote holiday-themed services, or perhaps grow your customer database for year-round marketing? Clarity is crucial, as it informs the channels you choose, the content you create, and how you measure your results.

• Increase Local Awareness: Maybe you’re a newer business aiming to put your brand on the map in Des Moines.
• Drive Immediate Sales: Many companies use the holidays to push special deals, limited editions, or gift-ready product bundles.
• Grow Customer Loyalty: Instead of just holiday sales, you might want to foster deeper connections that lead to repeat business in January and beyond.
• Promote a Cause or Community Effort: The giving spirit around the holidays provides an excellent opportunity to partner with charities or host fundraisers that reinforce your brand values.

Once you have your goals set, it becomes much easier to pick the right platforms and craft messages that connect with Des Moines’s holiday shoppers.

Crafting a Holiday-Specific Brand Message

Given the high volume of marketing noise during the holiday season, a generic “Happy Holidays!” slogan won’t be enough to catch people’s attention. Instead, consider how your unique brand story or product line fits into the holiday narrative. Are you offering locally made gifts that carry a personal touch? Are you a service provider offering special holiday-themed packages? Your messaging should reflect both your identity and the festive spirit, whether that’s cheerful, heartfelt, humorous, or philanthropic.

Incorporate Des Moines Themes

• Neighborhood Influences: If you’re located in the East Village, Drake neighborhood, or Downtown Des Moines, highlight the community’s charms in your holiday messaging. Offer references to well-known local landmarks or seasonal events.
• Local Imagery: Use images of familiar Des Moines holiday backdrops, like the iconic State Capitol building in winter or the downtown skyline decorated with lights.
• Shout Out Local Traditions: Connect with city-specific events like the Festival of Trees & Lights or the Brenton Skating Plaza. This local tie helps shoppers see your brand as a vibrant part of the holiday fun.

By positioning your business as a key element of the Des Moines holiday landscape, you invite residents to feel that supporting you is part of celebrating their city.

Creating Buzz Through Online Marketing

While traditional offline tactics remain effective—especially for brick-and-mortar businesses—digital marketing amplifies your reach. According to Pew Research Center, over 80% of consumers in the U.S. research products online before buying, which remains true during the holidays. Here’s how to stand out:

1. Launch a Targeted Holiday Social Media Campaign

• Seasonal Hashtags: Incorporate holiday hashtags, but also create local ones like “#DesMoinesHolidayDeals” or “#DSMHolidayCheer” to localize your content. Encourage your followers to use them, so your posts gain local traction.
• Countdown Posts: In the days leading up to Christmas or New Year’s, build excitement by posting daily deals or sneak peeks of special products. A countdown creates urgency and anticipation.
• User-Generated Content: Prompt your followers to share holiday moments with your products, store displays, or services, then feature the best photos on your feed (with permission). This interactive approach boosts engagement and feels more genuine.

2. Run Localized Digital Ads

Leverage platforms like Facebook Ads, Instagram Ads, or Google Ads to target Des Moines users specifically, ensuring your promotions reach local audiences who are most likely to convert. For instance, if you have a holiday event or new seasonal menu item, craft a compelling ad with a special discount code. Make sure your landing pages match the ad’s theme and offer, reinforcing a cohesive experience.

Additionally, highlight local shipping or same-day delivery options if relevant—especially if online shoppers want to ensure gifts arrive on time without paying exorbitant shipping fees.

3. Optimize Your Website for Holiday Shoppers

• Seasonal Themes and Banners: Temporarily adjust your website’s look to reflect holiday cheer. A simple holiday-themed banner or color change can put visitors in a festive mindset.
• Clear Calls to Action (CTAs): If you’re running a limited-time holiday promotion, place big, bold CTAs on the homepage. For example: “Shop Our Holiday Collection” or “Reserve Your Holiday Service Now.”
• Holiday Landing Page: Consider creating a specific landing page that aggregates all your holiday deals, gift guides, and event schedules in one place. This makes browsing easier for potential customers.

Remember to keep site performance optimal. Page load times and mobile friendliness are critical during the rushed holiday season, when impatient shoppers may abandon slow websites.

Building Offline Momentum and Community Partnerships

Just as important as your digital presence is your real-world visibility in Des Moines. The holidays bring a surge in community events, family outings, and local tourism. Capitalize on this by getting involved and showing your business’s face in the neighborhood.

1. Sponsor or Participate in Local Festive Events

• Holiday Markets and Bazaars: These popup events are ideal for showcasing your seasonal offerings—be they gift sets, limited-edition products, or discount vouchers for future services.
• Festival of Trees & Lights: This beloved event at the Iowa Events Center celebrates community and fundraising for a good cause. Having a presence there—through sponsorship or a decorated tree display—can boost your brand’s community cred.
• Collaborations: Partner with adjacent local businesses, whether you’re cross-promoting each other’s offerings or creating a joint holiday package—like a “shop & dine” deal with a nearby restaurant.

Event sponsorship is an excellent way to align your brand with causes or attractions that Des Moines residents already love. Displaying your booth or signage can offer face-to-face interactions and reinforce that you’re investing back into the city.

2. Host Your Own Holiday Open House

If you have a physical location—be it a retail store or office—consider turning it into a holiday-themed hub for an evening. An open house could feature:

• Local Vendors: Invite other local makers or artisans to set up small tables or demonstration areas. This increases foot traffic and adds variety to your event.
• Interactive Activities: Think cookie decorating, holiday craft-making, or even a photo booth with a festive backdrop. Activities keep visitors on-site longer and encourage them to share their experience on social media.
• Refreshments: Serve local treats like Christmas cookies from a Des Moines bakery, or hot cocoa from an Iowa-based chocolatier. Emphasizing the local element deepens your community ties.

Promote your open house via social media, flyers around town, and email invitations to your customer list. The more personal and local you can make it, the stronger the impact.

Engaging Customers with Special Holiday Promotions

We’ve touched on using limited-time offers and gift packages to entice shoppers. Let’s dig deeper into how you can structure these promotions in ways that resonate with people seeking out gifts or experiences around the holidays.

1. Themed Bundles and Gift Guides

• Gift Bundles: Combine related items or services under a festive theme (e.g., “Cozy Winter Warm-Up Kit” or “Des Moines Family Fun Package”). This helps shoppers quickly identify appealing gift solutions.
• Published Gift Guides: Curate a blog post, digital booklet, or physical flyer featuring your offerings for different recipients—like “Top 5 Gifts for Mom” or “Best Stocking Stuffers Under $30,” all with a local Des Moines twist.

Think about the recipient’s experience. If you’re a spa or salon, perhaps offer a holiday relaxation package paired with hot cocoa samples from a local café. Collaboration multiplies your marketing reach by tapping into another brand’s audience.

2. Early Bird and Last-Minute Deals

With the hustle of holiday shopping, some shoppers are proactive while others wait until the eleventh hour. Capture both groups with time-bound promotions:

• Early Bird Discounts: Offer a discount for purchases made in November or early December, prompting people to avoid the last-minute rush.
• Last-Minute Pop-Up Sale: A sudden, short-term deal in the final week leading up to the holidays can generate buzz and prompt impulse buys.

Lean on social media stories or SMS marketing for instant promotions—“Flash Sale Today Only!” announcements can drive foot traffic or website visits. Just be sure your stock and staffing are ready for potential surges.

Amplifying Word-of-Mouth and Referrals

In a city like Des Moines, where local connections run deep, word-of-mouth can be incredibly powerful. Encourage existing customers to spread the news about your holiday offerings through incentives and outstanding service.

• Referral Codes: Provide customers with a special referral code they can share. If their friend uses the code, both receive a discount or a holiday-themed freebie.
• Social Media Challenges: Launch a challenge that urges users to tag friends, share posts, or create user-generated content featuring your brand’s holiday spirit. Reward participants with gift cards or exclusive perks.
• Personal Thank-You Notes: In the era of digital everything, a handwritten thank-you can be a standout gesture. If a customer makes a substantial purchase or books a major service, slip a note into the package or mail it separately to express gratitude and offer a gentle prompt to share their experience on social media.

By prioritizing customer delight, you transform your shoppers into ambassadors who actively recommend your brand within their own circles—a significant advantage in a close-knit area like Des Moines.

Collaborating with Local Influencers and Media Outlets

Beyond your customer base, consider teaming up with local influencers or traditional media to get your holiday message broadcast more widely. According to a 2021 HubSpot study, micro-influencers—people with a few thousand highly engaged followers—often deliver better localized results than mega-influencers.

1. Micro-Influencer Collaborations

• Holiday Reviews or Unboxing Videos: Send your new seasonal product or a free service trial to a Des Moines-based influencer. They can create content showcasing your offerings just in time for the holiday rush.
• Influencer Takeovers: Invite an influencer to “take over” your social media account for a day, providing behind-the-scenes perspectives on your operations and holiday prep.

Look for influencers whose interests match your brand—food vloggers for a bakery, lifestyle bloggers for a boutique, or parenting content creators for family-centric services. Authenticity is key; forced promotions can alienate rather than attract audiences.

2. Local Press and Radio Spots

• Pitch Human-Interest Stories: If you’re launching a unique community-driven event, donating a portion of holiday proceeds to a local cause, or have a compelling story about how your company overcame challenges, local news outlets may feature you in a holiday segment.
• Radio Promotions: Iowa radio stations often highlight local businesses during the holiday season, sometimes running contest tie-ins or event shout-outs. Reach out to popular stations like Star 102.5 or KIOA 93.3 to see if they’re open to spotlight segments or ad packages.

These channels carry particular credibility and can help your brand reach less internet-focused demographics while reinforcing a sense of hometown pride.

Maximizing the Post-Holiday Halo Effect

Finally, don’t let the momentum fizzle once the holidays end. January may be quieter for some businesses, but it’s also an opportunity to re-engage new customers who discovered you during the holiday rush.

• Exclusive ‘New Year’ Offers: Provide a discount or loyalty incentive for repeat purchases, redeemable in January or February.
• Stay Connected: Encourage holiday shoppers to join your email list or follow you on social media for “off-season” promotions, sneak peeks at spring launches, and more.
• Gather Feedback: Send out a quick survey or social media poll asking how customers found your holiday events or deals. This insight can help refine next year’s plans and identify areas for improvement.

The goal is to turn one-time holiday visitors into long-term supporters by continuing to provide value, maintain a presence in the community, and showcase your brand’s commitment to local culture.

Conclusion: Creating a Holiday Buzz That Endures Year-Round

Des Moines comes alive during the holidays with festive lights, community celebrations, and a collective eagerness to support local businesses. By tailoring your messaging, partnerships, and promotions to fit the city’s unique character—and by bridging both online and offline channels—you can harness that energy to create a genuine buzz around your brand.

Remember, the best holiday campaigns are more than short-term revenue grabs. They’re a chance to deepen your ties to local neighborhoods, spark repeat customers, and position your business as a pillar of the community. Whether you run a cozy bakery or a professional consulting firm, this magical season can set you up for growth that extends well beyond December.

Ready to plan a showstopping holiday campaign in Des Moines? We’re here to help. Feel free to contact the Emulent team to discuss tailored strategies that will bring the holiday spirit—and plenty of new customers—to your doorstep.