For retailers in particular, Christmas is a crucial time for their success - a strong Christmas trading period can counteract a poor year of trading, so it's imperative we optimize this time and do everything we can to encourage people into the city centre to support businesses.
Here's what Salisbury BID is delivering this Christmas to promote the city and support businesses...
Christmas in Salisbury What's On Guide 2019
To promote Salisbury's Christmas offering and events, Salisbury BID is producing the Christmas in Salisbury what's on guide. 120,000 copies are being printed, with 105,000 being distributed to homes within a 40 minute drive time of the city centre.
As well as the BID investing funds into this campaign, it's also been financially supported by Salisbury City Council, Salisbury Cathedral and Wiltshire Creative.
Salisbury Nutcracker Trail
To enhance the Christmas offering and to provide a fun and festive activity for the whole family, the Salisbury Nutcracker Trail returns for the 2019 season. The trail brings people into the city centre (and they will typically spend money whilst here) and encourages them to walk to new places in the centre they may not usually go to.
This year's Salisbury Nutcracker Trail has kindly been sponsored by Salisbury Reds.
Salisbury Gift Card
The Salisbury Gift Card guarantees spend stays in the city centre (and isn't lost to online shopping and shopping in other locations). Stats also show that the peak time for people spending their gift cards is in January, February and March - which is typically the quietest time for retailers. The BID's objective is to increase the number of Salisbury Gift Card purchases in the lead up to Christmas, to support business members who accept the Salisbury Gift Card.
The BID is delivering an advertising campaign to promote the Salisbury Gift Card as the perfect Christmas pressie.
One of Salisbury's unique selling points is the abundance of independence businesses, so the objective is to encourage more people into the city centre to shop with independent businesses.
The BID is producing an online Salisbury Indies Gift Guide to promote the unique gifts and products Salisbury Indies members have to offer. Other initiatives will also include the Salisbury Indies Late Night Shopping Evening and the Best Dressed Indie Business Competition.
Small Business Saturday UK Bus Tour
The BID has secured Salisbury as a location for the Small Business Saturday UK Bus Tour. The bus will be coming to Salisbury on Tuesday 26th November 2019 and will host numerous activities and workshops for small businesses.
Christmas in Salisbury Website & Social Media
The BID funds and manages the Christmas in Salisbury website and social media accounts to promote all things Christmas in the city centre.
Salisbury Christmas Fayre
Since 2014, Salisbury BID has operated the Salisbury Christmas Market. This year, Salisbury City Council has taken on the management of the event and has renamed it the Salisbury Christmas Fayre.
The BID owns the wooden chalets and has given Salisbury City Council the use of the chalets. Salisbury BID is working closely with the council and supporting the events team.
Click here to find out more about what's happening in Salisbury this Christmas.
In partnership with VisitWiltshire, Salisbury BID co-fund the Visit Salisbury website to promote the city to visitors. The Visit Salisbury website has a full events calendar for Salisbury.