Small Scale, Big Returns: Tapping Local Power in a National Holiday Landscape

Small Business Saturday, which sits right in between Black Friday and Cyber Monday, is a relatively recent addition to holiday shoppers’ calendars. Founded in 2010 as an initiative backed by American Express, its influence has surged fast and continues to grow. As highlighted in the Infillion Holiday 2025 Playbook, Quickbooks reports that 34% of consumers plan to shop local deals for holiday gifts, and they’ll conduct 39% of that shopping on Small Business Saturday.

Holiday gifting has always been emotional – but even today’s most deal-focused consumers are chasing meaning rather than just a great bargain. Shoppers want to feel that where they spend reflects who they are, whether that means picking up handmade candles from a boutique down the street, choosing a big-box retailer that spotlights local artists, or supporting a national brand that celebrates a local tradition. During the most high-stakes retail season of the year, that emotional edge becomes a strategic advantage – especially with younger, values-driven audiences.

Scaling Local Without Losing the Plot

Local doesn’t necessarily have to mean small. Even national brands can embrace a local-first mindset with the right tools and tone. What’s key is to be present and relevant in both geography and messaging – and in doing so, proving you’re more than just a billboard on the highway. National scale doesn’t have to come at the cost of local relevance, but brands need to do more than drop a zip code into the copy. Whether it’s by sponsoring the high school football team, using neighborhood landmarks in ad creative, or spotlighting local employees – being “from here” takes work on behalf of a brand. Thankfully, technology makes it easier than ever to tailor messaging, target the right regions, and activate on the ground without compromising operational efficiency.

Infillion helps bridge national scale with local authenticity. Local is something shoppers can feel when they step inside a store, see people they know, or recognize a familiar landmark. During the holidays, being physically present matters. Shoppers aren’t just clicking “Buy Now”; they’re walking neighborhoods, visiting pop-ups, and rediscovering main streets. In-store traffic, once seen as a legacy metric, now plays a starring role in holiday brand-building.

An in-person encounter with your brand delivers something digital alone can’t: Full-context impact matters, from sound and signage to staff interactions and street-level spirit. That kind of presence creates memory, and momentum.

Making Localization Resonate

True localization goes deeper than inserting a city name into your ad copy. The most resonant creative taps into regional pride and does it with authenticity and nuance. That could mean using local slang in headlines, referencing a beloved landmark in your visuals, or nodding to timely traditions and even weather patterns that are true to the region. For example, a winter campaign in Atlanta might trade snowflakes for varsity jackets and tailgate scenes. The result is audiences that feel seen, not targeted.

Infillion’s InStadium digital out-of-home offers immersive and attention-grabbing brand experiences in hometown venues, driving visibility and emotional connection. Sponsoring community sports teams or local events can create resonance with regional culture.

Here’s how brands can activate with local precision:

• Geolocation targeting ensures shoppers are directed to their nearest brick-and-mortar location, increasing convenience while driving much sought-after foot traffic.
• Localized creative delivers relevance, using distinctive regional signals – from local phrasing to architectural cues to cultural touchpoints.
• InStadium activations help brands meet audiences in the places they already care about, with messaging that earns attention and builds community connection.

Real-World Success: Putting Your Brand in the Stands
It’s clear that for brands looking to connect meaningfully at the local level, few touchpoints are more powerful than hometown venues. Infillion’s InStadium brings campaigns into physical spaces where community pride is highest – sports arenas, ballparks, and local events – turning brand messages into memorable moments. When paired with digital follow-ups like geo-targeted ads or branded content, these experiences ripple far beyond the stands. One recent campaign with MassCEC, the Massachusetts agency that supports conversion to renewable energy to support emissions goals, shows just how far that impact can go.

Infillion’s campaign with MassCEC raised awareness for clean energy by reaching 165,000 fans across 56 WooSox minor league baseball games – and the reach of this campaign was able to go far beyond the stadium. The MassCEC campaign leveraged LED displays, on-air interviews, and geo-targeted follow-ups, achieving over 930,000 live impressions and deepening regional awareness, connection, and loyalty.

Today’s shoppers don’t think in channels; they think in moments. According to Infillion’s research, 91% of consumers move fluidly between digital and physical environments during the holidays. A shopper might see your brand at a stadium one night, see your video in-feed the next morning, and walk into your store that weekend. That’s why continuity across touchpoints is essential. When your message travels with the consumer, it builds familiarity, trust, and intent at every step.

Here are a few action items to guide your next steps in bringing your local strategy to life:

• Tell real stories: Highlight makers, shop owners, or employees with authentic community ties in your advertising. Being part of a community’s story means giving that community a voice.
• Lean into regional pride: Consumers appreciate seeing brands support local institutions that they love. Sponsoring the local turkey trot, selling products from hometown brands, or weaving in neighborhood landmarks can show audiences that you’re committed.
• Blend the online with the offline: Ensure your digital, in-store, and even event-based messaging works together as a unified journey. One strong message, seen in multiple ways, creates cumulative impact.

When brands speak the local language, loyalty follows. Don’t underestimate the influence of “small” this holiday season – it’s a big driver of brand affinity, engagement, and eventually sales.

Curious what that could look like in action? Let’s chat about how your brand can show up locally – and stand out nationally – this holiday season.