As the temperature drops in Central Otago and frosty mornings become the norm, so too do the habits of locals and visitors shift.

For businesses across the region, winter isn't a time to hibernate it's a time to adapt, inspire, and connect more deeply with your audience.

Here’s how you can make the most of the cooler season, create a memorable experience for customers, and keep your business thriving through the winter months.

1. Understand How Your Customers Act in Winter

People’s behaviours change dramatically with the seasons. In winter:

• Locals tend to hunker down and stick to routine.
• Foot traffic in town centres can dip.
• Travellers coming for the snow might seek out warm places to eat, shop, and explore between adventures.
• Families are looking for things to do indoors.
• Everyone is craving comfort whether it’s food, fashion, or friendly service.

The takeaway? Think about what your audience is likely to need right now. 

Is it convenience? Warmth? A pick-me-up? Shift your messaging to suit the season. 

A café might lean into hearty winter specials or mulled drinks. A retailer could showcase winter gear, gifts, or “cosy home” ideas. Service providers may offer winter-ready packages, deals, or reminders.

2. Leverage Your Online Presence – Even If You’re a Brick-and-Mortar Business

Winter is scroll season. When it’s cold out, people are more likely to browse from the couch.

Even if your business doesn’t offer delivery, your online visibility matters more than ever in winter. It’s where inspiration begins—customers check your socials, The Central App, Google listing, or website before stepping foot in your store.

Some quick wins:

• Keep your business profiles up to date with winter hours, photos, and offerings.
• Post regularly on social media with seasonal content (behind-the-scenes, staff picks, winter promotions).
• Share “what’s in store” updates—photos of products, specials, or even the vibe in your shop that day.
• Use local hashtags (like #CentralOtagoWinter or #AlexandraNZ) so people planning trips or outings find you.

3. Create an Inviting Winter Atmosphere In-Store

Let your space feel like winter in the best way possible. This is about sensory marketing: warmth, colour, and emotion all influence behaviour.

Use:

• Warm lighting and deep-toned colours to create a sense of coziness.
• Seasonal scents like cinnamon, pine, or vanilla if suitable for your business.
• Friendly touches like blankets, heaters, or a hot drink corner to make people want to linger.

This kind of atmosphere creates positive associations it’s not just about the product, it’s about how people feel when they’re with you. 

And that feeling is what gets shared and remembered.

4. Run Winter Campaigns That Speak to the Moment

Winter is a great time to get creative with your marketing. You might not have the foot traffic of summer, but people are still engaging. They just need a nudge.

Try:

• Themed sales or bundles: “Winter Warmers,” "Frosty Day Picks,” “Cosy at Home Packs.”
• Collaborations with other local businesses think cafés, clothing stores, and activities teaming up for shared giveaways or trails.
• Customer rewards or loyalty boosts during the quiet months.
• Highlight the products or services that solve your customers’ cold weather woes think warm blankets, cosy drinks, winter attire, or home comforts. Show that you have what they’re looking for this season.

5. Remember: Presence Beats Perfection

You don’t need a massive campaign or polished videos to win at winter marketing. You just need to be visible, relevant, and genuine. Be where your customers are (online and offline), speak to their winter needs, and show up with warmth literally and figuratively.

Central Otago has a special kind of winter magic. Lean into it. Celebrate it. Reflect it in your business. Whether you’re selling mulled wine, handmade scarves, car servicing, or haircuts, this is the time to build connection and community.

And when spring rolls around, you’ll be top of mind.

Need help crafting your winter campaign or updating your local listings? Let us know we’re here to help you make this winter your warmest season yet.