Your Guide to Community Events for Convenience Stores
Your guide to community events
Getting involved in your community can help build new relationships, gain new customers and create a buzz around your store. Retailers say it’s about expressing how proud you are to operate in the local area.
“We raised our family here in Tenby. Our customers know us on a personal level, so we give back as often as we can,” says Vince Malone, co-owner of Premier Tenby Stores and Post Office in Pembrokeshire.
“Being involved in the community is less about helping the business but supporting the community where you live.”
If you’re not involved in your community, but it’s a goal for you for 2025, check out below for some easy tips.
Start simple
Don’t go in 100% by hosting large-scale events, as this can take up too much resource and not have your desired outcome. Instead, start by reaching out to local charities and initiatives or by becoming a drop-off point for local food banks.
“We’re working with our local food bank, so as a team, we sort collections for them,” explains Malone. “Other local businesses are involved too.”
Malone’s ‘simple’ efforts don’t end there, either. He sends fruit to his local school, which is a low-cost initiative most retailers can replicate. Doing this will show your community that you’re interested in more than just getting sales, but the health and wellness of them, too.
You can achieve this simply by reaching out to nearby schools and asking them if you can donate fruit or snacks. You can then work with them to iron out details, such as which products to donate, how much you’ll need and how often. From here, you can calculate costs.
Increase as your reputation grows
If you’re well-established in your store and feel you’re ready for large gatherings, you can take inspiration from what Amy Sohal, owner of Premier - Kens Convenience in Cheshire does – host a community event.
“We host a fireworks display once a year. It’s done completely out of our own pocket, and it’s hosted on the field opposite our shop,” Sohal explains. “We’ve done it every year and it’s the one event of the year that resonates most with our customers.”
The bonus with a fireworks display is that customers will come in and buy snacks or drinks from the store, so there’s a sales opportunity here, too.
To start, check out any legal requirements you need to adhere to, which can usually be found on your local authority's website.
Priyesh Vekaria, owner of One Stop Carlton Convenience, does a similar event. The store will close ahead of the fireworks display and the team will run the full event.
Aside from this, you can drive footfall and community efforts during different seasons. Sohal brings in the Easter bunny every year and Santa comes for a visit at Christmas, too.
“We like doing events and community is everything to us – they’re like family,” she continues. “We also did a face painting event during Mental Health Awareness week where the proceeds went to mental health charities.”
There’s also the opportunity to get suppliers involved. Some will help with stock, offer ideas or help create materials for you to promote any events as well.
Marketing your involvement effectively
What’s a community event without the community? For your event or involvement to be successful, you need to tell people about it, which is where social media comes in.
Use Facebook to highlight your event, making sure to include key information. This includes dates, times, and a description. If you’re raising money – tag the charity.
You can also use TikTok or Instagram Reels to promote the event. Any artwork you create can be made into a video to market it.
But don’t underestimate the power of word of mouth. “Most of our events are spread through word of mouth,” says Sohal. “Yes, we use social media, but word of mouth is just as effective.”
Top tips to getting more involved with your community
- Start simple – “Use the premises as a communal hub, so people know where to come,” advises Malone. “You can go out, do lots of things, but truthfully, we’re all so busy. If we make sure we’re open for people to use as a hub, or drop offs, it’ll help your involvement.”
- Host events – “Things like coffee mornings can help so much. It will help you get involved with your local community and doesn’t need huge amounts of work,” says Sohal.
- Use social media – Before your start, gauge interest by using social media. This could be a post explaining your thoughts to garner interest. You might even get some ideas from your customers, too. After your event, you can show images on your social media to boost your community reputation.
- Reach out to local charities – Getting involved in the community isn’t just about hosting events. You could sponsor a charity or donate stock to any fundraisers, too. Research online or by asking customers for any initiatives near you and ask how you can get involved.
Are you building a community and need stock?