Karen also believes that collaboration with neighboring businesses is key to creating a thriving retail community. She occasionally allows vendors to set up outside her store, provided their products do not directly compete with her own, which produces more activity around her storefront. She encourages store owners to get to know their neighbors, be friendly and look for ways to work together rather than compete. For example, she partnered with a nearby furniture store to sell some of her scarves in their location, allowing both businesses to reach new customers. These partnerships not only expand visibility for local retailers but also build a stronger sense of community that enables shoppers to support multiple businesses during a single visit downtown.
Collaboration with neighboring businesses is key to creating a thriving retail community
At Pages of Grace, LLC, Danelle strives to run more than just a bookstore by becoming part of the downtown Brenham community. To this end, she participates in local events that align with her store’ s mission, such as serving at a hydration station during community events. Her store also engages in charitable outreach, including a peanut butter and jelly drive to support a local nonprofit that feeds children during the summer months, and a teacher appreciation initiative where community members nominate educators to receive a gift basket, with all nominees receiving store coupons as a gesture of gratitude.
In addition to event participation and outreach, Pages of Grace regularly hosts community-centered gatherings such as weekly evening Bible studies and special programs like a marriage devotional night for couples. On slower weekends, the store collaborates with pop-up coffee vendors on to increase foot traffic.
Themed Sales Karen uses themed summer sales at New Life Christian Bookstore as a creative way to increase store traffic and keep customers engaged during slower retail months. During the summer, she will discount a different category or section for a week, which motivates customers to return each week for different sale-priced items. And in July, she hosts a popular half-price Christmas sale.
Spin It to Win It During summer events, Kim from Living Room uses a“ Spin to Win” prize wheel as a fun and interactive way to drive traffic and generate excitement. The wheel has a dry-erase surface that allows her to customize prizes based on seasonal themes, special events or specific product categories she wants to move more quickly. The fun, game-like experience boosts participation and purchases.
Scratch and Win Tim Davis from Salt & Pepper Christian Store has launched a creative summer promotion using patriotic-themed“ Scratch and Win” postcards tied to America’ s 250th anniversary celebration. Designed with a festive patriotic look and the store’ s information, the scratch-off cards are being distributed now through the end of August as a way to increase customer traffic during the slower summer months. Tim hands them out to every customer who enters the store, but the cards cannot be redeemed during that same visit, encouraging shoppers to return. He is also distributing the cards throughout the community at drive-throughs, restaurants, events and anywhere he can connect with potential customers. Every card is a winner, and to claim your prize you have to come into the store, so the promotion generates store traffic and brings in new customers.
The prizes range from 30 % to 75 % off one in-stock item, free Bible imprinting, free books, discounted T-shirts and even free Bibles. Tim strategically ordered bargain-priced Bibles in advance to help offset the cost of the giveaway items, but he believes the increased goodwill, customer excitement and additional foot traffic will more than make up for the investment. Tim is also using this as an opportunity for add-on sales through upselling, such as recommending bookmarks, Bible markers and paid imprinting services when customers redeem their prizes. He has already seen a strong response, with customers thrilled by the experience— one customer even cried after returning to redeem a free Bible. Beyond generating immediate sales, the campaign is helping Salt & Pepper move inventory, strengthen customer relationships and create memorable experiences that keep people coming back throughout the summer season.
Make sure customers know about your upcoming events. Along with posting event details on social media, consider designating a bulletin board or a place in your store to highlight upcoming events. When upcoming activities are regularly highlighted in your store, you’ re more likely to boost sales and build community— not just for the summer but all year long. CRA
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Tinsley, David.“ Summer Travel 2026.” Bank of America, May 2026. https:// institute. bankofamerica. com / economic-insights / summertravel-2026. html
32 CRA today / www. christianretailassociation. org