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Virginia Beach may be famous for its boardwalk summers, but the resort city transforms into a festive playground from November through January. Millions of lights line Atlantic Avenue for the Holiday Lights at the Beach drive‑through, and the Convention Center fills with shoppers at the Virginia Beach Christmas Market. According to the Virginia Beach Convention & Visitors Bureau, holiday visitation grew 18 percent over the past five years, generating an estimated $152 million in local spend in 2024. Whether you run an oceanfront café, a craft‑beer taproom in Town Center, or a home‑service company in Kempsville, you can harness that seasonal energy to boost brand awareness, foot traffic, and sales.
Start With the Local Holiday Calendar
Plot your campaigns around signature events to ride existing foot traffic and media coverage:
- Mid‑November: Holiday Lights at the Beach opens; thousands cruise the boardwalk nightly.
- Late November: Small Business Saturday; Town Center’s tree lighting and ice‑rink ribbon‑cutting.
- Early December: Virginia Beach Christmas Market at the Convention Center draws 8,000 + shoppers.
- Mid‑December: Surfin’ Santa 5K and toy drive along Atlantic Avenue.
- Dec 26 – Jan 1: Military families flock in for holiday leave; hotel rates dip—great stay‑cation promos.
Action Step: Create a Gantt chart mapping marketing pushes to these dates. Align ad bursts, email drops, and in‑store activations so you’re top‑of‑mind when crowds peak.
Deck the Digital Halls: Online‑First Tactics
Holiday‑Themed Landing Page
- Use geo‑keywords: “Virginia Beach holiday gifts,” “oceanfront New Year brunch.”
- Add a countdown timer to create urgency—e.g., “Pre‑order by Dec 20 for beach‑side pickup.”
- Highlight local delivery or curbside pickup; 42 percent of VB shoppers used same‑day options in 2024.
Geo‑Fenced Paid Ads
Set a one‑mile radius around the boardwalk, Town Center, and Convention Center during major events. Serve Instagram Stories coupons (“Show this reel for 15 % off hot cocoa shakes”). Click‑through rates on geo‑fenced ads can average 2.1 percent—double untargeted campaigns.
Google Business Profile Holiday Hacks
- Extend hours and add holiday attributes (“identifies as Veteran‑owned,” “curbside pickup”).
- Post weekly photos of decorations or seasonal menu items; listings with 100 + photos receive 2× more direction requests.
- Enable messaging so last‑minute shoppers can confirm stock.
Email “12 Days of Coastal Cheer” Series
Send one tip or deal each day—like gift‑wrap hacks, chef cookie recipes, or flash sales on surf gear. Include beach trivia to boost open rates: subject lines with “Did you know about Sandbridge’s ghost ship?” spiked opens 14 percent in A/B tests last season.
In‑Person & Hybrid Events That Crush
Boardwalk “Pop‑Up Cocoa Stand”
Secure a vendor spot near 8th Street during Holiday Lights at the Beach. Offer branded mugs; attach QR codes linking to your store‑wide coupon. Plan for nightly crowds of 3,000 vehicles—roughly 8,500 people.
Town Center Window‑Painting Contest
- Partner with neighboring merchants; each storefront paints a coastal‑themed holiday scene.
- Invite shoppers to vote via Instagram hashtags (#VBHolidayWindows). Offer gift‑card prizes; each tag extends your reach organically.
- Coordinate with Public Art Virginia Beach Foundation for possible publicity.
Surfin’ Santa Packet Pickup Sponsorship
Insert branded chapsticks or discount cards into runner swag bags. Offer a race‑day warm‑up zone at your café or storefront with free coffee for bib holders.
Hybrid Craft Workshops
Host “Make Your Own Driftwood Wreath” sessions both live and on Zoom. Sell kits online; deliver to locals same day. Dual‑format events captured 27 percent more revenue in 2024 vs in‑person only.
Community‑Driven Give‑Backs
Toys for Tots Surfboard Drop‑Off
Set up a six‑foot board as a toy‑collection point. Coastal Virginia Magazine loves covering creative charity drives—free PR.
Military Appreciation Week
Offer active‑duty and family discounts the week after Christmas. Partner with the USO to spread the word; include heartfelt thank‑you videos on social feeds.
Beach Clean‑Up “New Year, Clean Shore”
Organize a Jan 2 beach sweep. Provide branded gloves and thermoses. Post before‑and‑after drone shots—environmental stewardship resonates with locals and tourists alike.
Visual & Social Buzz Builders
Illuminated Logo Installations
Light up a giant shell or company logo with LEDs outside your storefront. Encourage selfies; create a unique Snapchat geofilter. User‑generated content (UGC) triples engagement versus brand posts.
Weekly TikTok “Holiday Hack” Reels
Show how to plate rockfish for Christmas Eve or wrap gifts in old nautical charts. Use local soundtrack clips—e.g., bands that played at the NorVa—to boost algorithm placement.
Live‑Stream the First Boardwalk Car of Holiday Lights
Broadcast on Facebook Live as the first vehicle rolls under Neptune’s trident arch. Shout‑out sponsor codes; live viewers convert to site visits at an 8 percent rate, higher than recorded videos.
Partnership & Cross‑Promotion Plays
Hotel Stay‑cation Bundles
- Team with oceanfront hotels: guests get in‑room coupons; you offer branded gift baskets for purchase.
- Promote via hotel email blasts—occupancies average 72 percent during Christmas week.
Craft Brewery Collab
Release a limited “Candy‑Cane Stout” with a local brewery; host launch party. Co‑branded releases saw 40 percent higher foot traffic at both venues last year.
Ride‑Share Promo Codes
Partner with Lyft to give discounted rides from Town Center to your business after tree lighting; share code in push notifications.
Offer Engineering: Deals That Don’t Kill Margin
- Gift‑Card Bounce‑Back. Buy a $50 card, receive a $10 New Year voucher—drives January visits.
- Tiered Spend Bonuses. Spend $75, get holiday‑themed tumbler; $150, get fleece blanket. Works well in surf and outdoor shops.
- Flash‑Drop “Storm” Sales. If a nor’easter hits, run a 12‑hour online sale: “Get cozy while it storms—25 percent off hoodies.” Weather‑triggered emails boast 2× normal conversions.
PR & Media Angles
Virginia Beach’s WAVY‑TV 10, Virginian‑Pilot, and Coastal Virginia Magazine love holiday stories.
- Pitch “Last‑Minute Local Gifts Under $30.”
- Offer expert commentary—“How to protect outdoor pipes during a coastal freeze” if you’re a home‑service pro.
- Send high‑res photos of your lit‑up storefront; media outlets need visuals.
Measurement: Track Buzz & ROI
| Channel | Metric | Holiday Benchmark |
|---|---|---|
| Google Business Profile | Direction requests | +25 percent vs October average |
| Website | Holiday landing‑page conversion | > 4 percent |
| Social | UGC posts with branded hashtag | 200+ by Dec 31 |
| 12‑day campaign click rate | > 6 percent | |
| In‑Store/On‑Site | Event check‑ins captured | Minimum 300 contacts |
Common Pitfalls and Fast Fixes
- Too‑generic promos. Replace “Holiday Sale” with “Surf‑Side Stocking Stuffers—40 percent off today only.”
- Ignoring locals. Tourists thin post‑Thanksgiving; launch VB resident discounts (proof via 234xx ZIP).
- No post‑holiday plan. Use bounce‑back vouchers and New Year emails to maintain momentum.
- Under‑staffed events. Schedule extra team members; nothing kills cheer like long lines for cocoa.
- Failure to track promo codes. Unique codes per channel reveal ROI—don’t lump everything under “holiday.”
90‑Day Holiday Buzz Timeline
- September. Finalize calendar, secure permits for boardwalk pop‑ups, shoot holiday product photos.
- October. Build landing pages, design email templates, confirm brewery/hotel collaborations.
- Early November. Launch teaser ads; decorate storefront by Veterans Day; send press releases.
- Mid‑November–Dec 24. Run full campaign cycles—events, social challenges, daily GBP posts.
- Dec 26–Jan 10. Push bounce‑backs, year‑end clearances, Military Appreciation Week, beach clean‑up.
- January Debrief. Analyze metrics, store learnings, prep Valentine’s cross‑sell.
Conclusion: Make Virginia Beach Holiday Magic Work for You
From glowing boardwalk nights to bustling craft markets, Virginia Beach offers fertile ground for festive marketing. Blend geo‑targeted digital tactics, community‑centric events, and buzzworthy partnerships to transform seasonal traffic into loyal customers. Execute the playbook above, and your business will ride a wave of goodwill—and revenue—well past New Year’s fireworks.
Need a customized holiday‑buzz blueprint tailored to your Virginia Beach storefront, service area, or e‑commerce shop? contact our Emulent team today, and let’s light up the season together.