By Marina Boeira
Panama City Beach, known for its stunning white sand beaches and emerald waters, draws millions of tourists each year. Yet, like many coastal towns, businesses in Bay County face the challenge of maintaining revenue during off-peak seasons. For local retailers, adapting to seasonal fluctuations and building year-round appeal is essential to staying competitive and sustainable. By focusing on community engagement, diversification, collaboration, and strategic support, retailers can ensure steady growth beyond the busy summer months.
Know Your Community
While tourists drive the summer economy, locals are the backbone during slower months. Retailers can foster loyalty by tailoring offerings to local preferences and hosting community-centric events such as workshops or charity fundraisers. These activities build strong connections and a sense of belonging.
Engaging with locals on social media platforms like Facebook and Instagram can also enhance visibility. Highlighting promotions, showcasing new products, and sharing stories that resonate with residents encourage repeat visits and word-of-mouth referrals.
Diversify Your Offerings
Successful retailers look beyond traditional tourist products. Offering items that appeal to both tourists and locals, such as off-season gear for fishing or hiking, can help smooth revenue fluctuations. Locally themed products also attract residents and visitors seeking unique goods.
Expanding into e-commerce is another valuable strategy. This allows tourists to purchase their favorite local products even after they leave, creating a year-round customer base. Setting up an online store can be challenging, but resources like the Small Business Development Center (SBDC) offer valuable support. The SBDC provides guidance on online marketing tools, inventory management, and digital marketing strategies.
Collaborate with Neighboring Businesses
Partnerships can be powerful in close-knit communities. Retailers might collaborate with restaurants, event planners, or attractions to create joint promotions. For example, a boutique could team up with a local café to offer mutual discounts. Such partnerships not only increase foot traffic but also strengthen the local economy.
Participation in local events, such as holiday markets, offers additional visibility. These gatherings help businesses connect with new customers and reinforce community ties. Co-hosting events or cross-promoting on social media can further amplify reach.
Embrace Off-Season Trends
Off-seasons present unique opportunities. Fall and winter, for example, attract snowbirds—retirees seeking warmth. Retailers can offer loyalty programs, discounts, and merchandise tailored to this demographic, such as comfort-focused clothing or home goods. Understanding these customers’ needs can make a big difference.
Seasonal promotions, like back-to-school sales or winter holiday campaigns, provide natural opportunities to engage customers. Planning marketing efforts in advance ensures alignment with the needs of both locals and off-season visitors.
Leverage Subsidyfrom the SBDC
Operating a seasonal retail business has its challenges, but local resources can help. The SBDC at the University of West Florida offers no-cost personalized assistance with business planning, financial analysis, marketing, and e-commerce strategies. Their workshops and one-on-one consulting services help retailers navigate seasonal fluctuations and explore new revenue streams.
Whether refining a marketing strategy or developing new products, the SBDC provides valuable tools and guidance.
Enhance Customer Experience
Exceptional customer service ensures repeat business. Retailers can enhance shopping experiences by offering personalized recommendations, gift-wrapping services during holidays, or convenient delivery options. Creating a welcoming environment and offering loyalty rewards encourage customer retention. Small touches, like remembering a customer’s name, can leave a lasting impression.
Building year-round appeal in a tourist town isn’t easy, but with a focus on community engagement, diversified offerings, strategic partnerships, and support from resources like the SBDC, local retailers can navigate seasonal challenges and thrive year-round.
For more information contact Marina Boeira at mboeiratarulli@uwf.edu.
Marina is the Assistant Director for the Florida SBDC at UWF in Panama City Beach, which provides no-cost business consulting to small businesses. With over a decade in management for a Fortune 500 delivery company and experience as a small business owner, Marina joined the SBDC to help other entrepreneurs achieve their goals and strengthen her community. She holds a BS in Organizational Management and Entrepreneurship from Gulf Coast State College.
