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In the retail world, there are few things more important than holiday marketing for small businesses—and more than ever that means in-store events that create lasting memories during the busiest shopping season of the year. Today’s consumers want engaging experiences that go beyond traditional sales, and smart store owners are finding ways to adapt. During Faire’s recent learning event, Reshaping Retail, industry insiders shared their best retail marketing tips to help you provide shoppers with the experiences they crave during the 2025 holiday sales season.
As chief creative officer at Karson Butler Events and head of retail and gifting at the historic Ah Louis Store in San Luis Obispo, California, Emily Butler understands how to create memorable retail experiences. In one of the final sessions of this half-day event—The art of experiential retail: Driving sales with Karson Butler Events—Emily explained how she creates holiday buzz without draining her budget by following these 6 A’s of experiential retail marketing.
The 6 A’s of experiential retail
To kick-start your 2025 holiday planning, Emily explained her philosophy that includes the 6 A’s of experiential retail:
1. Anticipation
How do you get people excited about your event before it happens? Emily discussed her strategies for building anticipation year-round, including using social media to take shoppers along on her buying journey ahead of the holiday season. For Faire Insiders, this might also mean taking your customers along as you plan your cart for the Faire Summer Market with early access to find all your holiday must-haves ahead of the crowd. But above all else, she stresses the importance of having fun and showing your personality along the way.
2. Arrival
The experience you create for customers arriving at and departing from your store should be critical to your holiday marketing strategy. Emily discussed some challenges they’ve tackled at the Ah Louis Store and how they attract shoppers during the holidays with the Palm Street Poinsettias—trained singers in festive attire who sing carols outside their storefront.
3. Atmosphere
The physical environment of your store is another essential component of a successful retail marketing strategy, which includes the storefront as well as the interior. During the holiday shopping season, Emily’s team brings in giant nutcrackers, a red carpet, and other special touches to adorn their store and immerse guests in the sights and sounds of the holidays.
4. Appetite
“Anything with food always resonates with your customers,” according to Emily. She suggests winning guests over through their appetite for food and beverages during the holidays with festive tasting stations, though every shop will have different considerations in terms of licensing, layout, and other factors.
5. Activity
This A is all about the spectator or participatory aspect of experiential retail. Emily shared some active seasonal promotion ideas to create lasting memories for kids and companions who aren’t necessarily the ones doing the shopping, such as a Letters to Santa activity that they do during the holidays. Experiences like this can make shopping more joyful and enhance the in-store experience during the holiday season and year-round.
6. Amenities
Amenities are what “give your event legs,” according to Emily. She explained how they use special candy cane tissue paper for purchases during the holidays and give out coupons at strategic locations throughout the community to compel customers to come in and shop. While there is a cost to providing amenities like this, it can be well worth the investment for the loyalty and brand recognition you build.
Watch the video for Emily’s surprise 7th A!
At the end of the day, you don’t need a high-value production budget to activate a great holiday experience for your store. Instead, you can use Emily’s suggestions to think creatively about how to engage with your local community. The smallest touches in retail marketing can ladder up to more impactful holiday experiences throughout the season—and throughout the year.
Watch the playlist of all sessions and subscribe to the Faire YouTube channel.
About the speaker
As chief creative officer, Emily Butler leads all aspects of design and guest experience at Karson Butler Events. From tangible creative elements to the intangible “feeling factor,” Emily excels in understanding guest behavior and curating memorable attendee journeys. Her expertise spans beyond events, as she also leads the retail and gifting division at the historic Ah Louis Store in San Luis Obispo, California, a must-visit destination with a national e-commerce reach. Known for her trendsetting insights, Emily has positioned herself as a tastemaker in both the event and retail industries.
Before Karson Butler, Emily honed her skills in Brand Management for Toyota and Lexus, where she led brand strategies and a team of over 100 brand energizers. Her ability to blend creativity with strategic vision has made her a trusted voice in shaping exceptional guest experiences.
