From Funnel Cakes to Fourth Quarter: Why the End of the Erie County Fair Marks Go-Time for Business Owners

Erie County Fair Ends – Now What? Shifting to Q4 Holiday Prep for Local Businesses

The Erie County Fair has always been the big "last hurrah" of summer in Western New York. But when the lights dim and the funnel cakes disappear, it’s time to flip the switch—because the holiday season is just around the corner. Ready or not, here comes Q4.

In this blog post, I’ll share my insights on how not just retail locations, but also restaurants and the service industry, can effectively prepare for the holiday rush. From boosting gift card sales to laying out a responsive content calendar, I’ll provide specific strategies to ensure your business not only survives but thrives during this bustling time. Let’s jump in!

Why Early Prep Matters

Let me be real—every year, I tell myself I’ll “start early” for the holidays, and every year, I feel like I blink and it’s Thanksgiving.

The truth? You can’t wing it and expect to win Q4. For a lot of businesses, the next few months could account for 25–30% of your yearly revenue. That’s huge!

If you want to hit your goals (or just keep your head above water), now’s the time to:

• Review last year’s wins and misses

• Stock up on inventory or supplies

• Plan out promos, events, and content

• Get your staff trained and ready

Honestly, just giving yourself the space to plan can ease so much of the usual holiday chaos.

Let’s Talk Gift Cards

Gift cards are hands-down one of the easiest ways to boost revenue—especially during the holidays. They’re low-stress gifts for shoppers, and they bring new or returning customers through your doors after the season’s over. That’s a win-win.

One year, I helped a restaurant roll out a promo: Buy $100 in gift cards, get a $20 bonus. Boom—sales jumped, and customers loved it. Don’t overthink it. Keep the offer simple, slap it on social media, and promote it in-store. Done.

The Magic of a Content Calendar

I used to post on the fly, but when the holiday season hits, that doesn’t cut it. You need a plan.

Here’s what helps:

• Pick a few big “themes” for each week (e.g., gift ideas, behind-the-scenes, staff spotlights)

• Map out key dates—Black Friday, Small Biz Saturday, Giving Tuesday, etc.

• Schedule posts in advance so you’re not scrambling

Trust me, a content calendar makes you feel way more in control—and frees up time for everything else.

Email Lists: Segment to Win

If you’ve got an email list, now’s the time to dust it off. But here’s the trick: don’t blast the same thing to everyone - Instead, break it down:

• Loyal customers? Give them VIP offers or early access.

• Newbies? Introduce your brand with a warm welcome and an incentive.

• Inactive folks? Hit them with a “we miss you” + a sweet deal.

I’ve seen open rates double just from personalizing emails. And hey, every extra click counts this time of year.

Know Your People

Holiday success starts with knowing who you're selling to. Take a step back and ask:

• Who are your most loyal customers?

• What do they actually want this season?

• How do they like to shop or hear from you?

Creating mini “personas” helps you talk directly to your audience instead of guessing. And when your message lands right? That’s where the magic happens.

Quick Social Media Wins

Okay, social media during the holidays can feel like a full-time job. But here are some low-effort, high-reward ideas:

• Run a quick giveaway (e.g., “Tag a friend to win a gift card”)

• Share behind-the-scenes holiday prep

• Feature staff holiday picks or gift guides

• Ask followers fun seasonal questions (“Eggnog: Yay or Nay?”)

• 
  

The goal? Keep things light, fun, and frequent. People love seeing businesses get festive.

Hosting Holiday Events

Whether it’s a cookie sampling, small business night, or DIY ornament bar—events can bring people in and create lasting memories. You don’t need to go big. Just ask:

• What kind of event would my audience enjoy?

• Can I partner with another local biz to share the load?

• How can I make it Instagram-worthy?

A cozy event can drive traffic, boost sales, and give your biz that warm, local charm people crave during the holidays.

Team Up with Other Locals

Western New York is all about community. Why not team up with other local businesses?

Ideas:

• Create a holiday gift bundle (e.g., coffee shop + candle maker)

• Do a cross-promo (e.g., “Show your receipt from XYZ and get 10% off here”)

• Host a neighborhood shopping night

Last year, I saw two small businesses team up and both saw foot traffic spike—just from tagging each other on Facebook and running a simple giveaway.

Keep an Eye on What’s Working

You don’t have to be glued to your analytics, but check in every week or two.

Ask:

• What’s getting engagement?

• What promos are converting?

• Where can we tweak things?

If something isn’t landing, pivot! Holiday success is all about staying flexible and keeping your finger on the pulse.

Let’s Get After It

So here we are—summer’s winding down, the fair’s wrapped up, and it’s time to get serious (in a fun way) about what’s next.

Don’t wait until November to start planning. Take a weekend, map out some goals, and get a few key strategies in motion.

Your future self—and your bottom line—will thank you.

❓ FAQs

Q: Is September too early to start holiday marketing? Nope! Starting in September gives you time to experiment, refine your message, and build momentum before the big rush.

Q: What if I don’t have a big marketing budget? Focus on high-impact, low-cost strategies like email, social media, and local partnerships. Consistency > spending big.

Q: Do I need a website to promote gift cards? It helps—but even without one, you can promote gift cards in-store, on social, and through email.

💬 Need Help Getting Your Business Holiday-Ready?

Feeling a little overwhelmed by all the planning and prep? You don’t have to go it alone.

Whether it’s putting together a content calendar, building out gift card promotions, segmenting your email list, or just figuring out where to start—I’m here to help.

Let’s chat about how we can get your business set up for success this holiday season.

📩 Reach out today and let’s make your Q4 smoother, smarter, and more profitable.