Guest Post by Jason Duff, Small Nation

I’ve been noticing something interesting happening across the small towns we work in, and I don’t think it’s temporary. In a time where inflation is still pinching wallets, customers aren’t just spending less, they’re shopping differently.

They’re hunting. Not just for cheap, but for value, uniqueness, and the thrill of the find.

You see it everywhere right now. Packed thrift stores, vintage shops turning inventory weekly, overstock and pallet stores with lines out the door, and pop-ups and bin sales creating urgency and buzz.

This isn’t just about saving money. It’s about experience and value colliding.

I call it the “Treasure Hunt Economy.”

Customers want the thrill of the deal, the unexpected find, and the feeling that they won the purchase.

You just need a dedicated experience within your store.

Just Uneeq is one of the retailers who has exercised discounts and sales and a section of their store and at times their Facebook page to run a unique deal, special or sale.

A Robbin’s Nest also has a section of their store, offering discounts on seasonal items and home décor at 50% off or more.

Here are a few simple plays I’m seeing work right now.

• Create a clearly defined “deal zone” with your best values, markdowns, or one-off buys.
• Rotate it often, because the magic isn’t just the price, it’s the change and the reason to come back.
• Mix in the unexpected, whether that’s closeouts, local maker items, samples, returns, or vintage pieces, and make it feel like a true discovery zone.
• Make it visible and branded. Don’t hide it in the back corner. Call it something fun that fits your space.
• And finally, price it to move.

This section isn’t about maximizing margin. It’s about driving traffic, creating energy, and building momentum. In small towns, where word travels fast, that feeling spreads even faster.

About the guest author

Jason Duff is the Founder of Small Nation. He leads the Small Nation team in developing places, spaces and dreams for small towns and small town entrepreneurs across the country. The 4th generation of a family of entrepreneurs, he started his own businesses before leading a team that has completely revitalized the city of Bellefontaine, Ohio, population 14,000. Read more about how Jason and team did it at Small Nation.

People need a compelling reason to leave their homes and come experience your business with you. This feels like a very heavy lift.

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You’re supposed to be exciting enough to pull people away from their phones, their families and the comfort of online shopping. You’re competing with everything else demanding their attention.

Here’s the big secret: You don’t have to create all that energy yourself.

Piggyback on What’s Already Happening

Your community probably already has regular events that pull people out of their homes.

Art walks. First Fridays. Girls night out shopping events. Farmers markets. Chamber mixers.

People are already planning to attend these, or thinking about it. Some are already coming downtown or to your area.

Your job is to give them one more reason to show up.

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What Doesn’t Work: Just staying open during the community event

No experience. No transformation. Just… open, like you are every other day.

That’s not enough.

What Does Work: Make a Thing out of it

You have to create something special that happens during that regular community event. Here are ideas:

• Demos – Product demos, technique demonstrations, how-to sessions
• Mini services – super quick fashion nails, or 5 minute financial boost
• Meet the experts – A real estate agent hosting “meet the lenders.” A feed store bringing in a vet for cattle health Q&A during the farmers market.
• Workshops or mini-classes – Quick skill-building sessions people can actually use. Sounds like a lot for a shopping day, so keep it light and quick.
• Make and take projects – People love leaving with something they created
• Trunk shows or special collection reveals – Show merchandise you don’t normally carry
• Live entertainment – Music, performances, even personal star chart readings (yes, really – Gen Z is into astrology and all that)
• Tasting or sampling events – Let people experience your products
• Q&A sessions or “ask me anything” – Be available for real questions
• Behind-the-scenes tours – Show them what they don’t normally see (people love back room tours)
• Out of town big names – Bring in expertise people want to hear from

Pick one. Make it yours. Do a fresh edition of it every time that community event happens.

You become the tipping point

Someone was thinking about coming to art walk. Then they heard you’re doing that demo they’ve been curious about. Now they’re definitely coming.

You’re not competing for attention. You’re adding value to something people already plan to attend. Or at least thought about attending.

And here’s your new go-to move: When anyone expresses interest in your business but never seems to make it in person? Don’t just “follow up.” Invite them to your special thing during the next community event.

“Hey, I’m doing a live demo during First Friday – would love to see you there!”

You still have to do your regular marketing like mailing postcards, sharing photos, but you’re supercharging it with a deadline. And then you’re layering it with repeated messages.

“Our demo was packed! We’re doing another (a little different) next month!”

The Small Town Reality: Fewer people, less turnout

Yes, rural areas have fewer people. That means fewer potential attendees. Less momentum each time. It’s harder to keep events going on your own.

That’s exactly why piggybacking on existing events is brilliant for small towns. The event is already happening. People are already considering attending. You’re just giving them one more reason to come.

Start Small, Keep Going

1. Pick one existing community event.
2. Create one simple thing to offer during that event.
3. Commit to showing up consistently with your thing every single time.

That’s it. That’s the whole strategy.

You don’t need elaborate planning or big budgets. You need one good reason for people to experience your business, timed to when they’re already planning to be out.

The Opportunity: Most businesses aren’t doing this.

Some businesses might stay open during community events. But most are not creating experiences.

You will stand out.

When you’re the business that always has something interesting happening during art walk, or First Friday, or girls night out – people start planning around you. You become part of why they attend the community event in the first place.

So what’s your thing? And which community event will you tie it to?