Ever since the likes of Amazon and other major ecommerce companies took the UK by storm, brick and mortar retailers have been scrambling to keep up. Due to the incredible offers and discounts found online, it can be a struggle. 

That’s why a lot of businesses in Harlow are now trying to borrow ideas from the online world to increase footfall in the town centre. As a recent example, lets look at some of the Winter promotions the town thrived on in 2025. The area feels more festive every year as companies experiment with seasonal promotions to drive sales. 

Festive Events Draw Crowds to Town Centre 

One of the key areas of focus in Harlow in recent years has been to promote festive events in the town centre to get as many people out shopping as possible. The annual market ran for a week in mid-December in 2025, with loads of amazing log cabins down Broad Walk. 

The event gets better every year, and droves of people always flock to the market for festive food and famous faces. There are also music performances and workshops such as wreath making and bauble decorating. The beauty of the annual Winter market is that, thanks to the expectational options on offer, it encourages people to get out of the house and visit the town centre. Once there, they’re then able to view all the festive promotions available at the various retailers, meaning that it’s a major boost for shops in the area. 

Retailers Try New Promotion Strategies 

Retailers in Harlow know that people can easily find special offers and discounts online, so many have started to experiment with new promotions strategies to stand out from the ecommerce giants. That’s why, instead of simply trying to provide deals, many businesses have attempted to offer experiences. 

For example, in the Harvey Centre, we’ve seen a focus on local produce. The pop-up Festive Makers Markets have a selection of handcrafted Christmas gifts and festive treats made by people from the area. There’s a clear effort in place to make shopping a more interactive experience, with themed activities in a lot of shops designed to spark customers’ interest. 

Because Harlow is such a closeknit community, businesses have found that it’s easy to collaborate during the festive period to ensure that every aspect of Christmas shopping is enjoyable for people who go out into the town centre. 

Borrowing Ideas from the Online World 

While it’s almost impossible for today’s real-world businesses to compete with the special offers and discounts available online, there are some excellent lessons from the internet that have been applied by businesses in Harlow this year. 

One idea that has become more common on the streets of Harlow town centre at Christmas time is the concept of putting a seasonal spin on products that already exist. This happens everywhere online, from instant win games like Slingo Christmas Reels to Christmas specials of popular television series on streaming services. One of the most loved examples of this in recent times was the Gavin & Stacey Christmas special.   

Ecommerce isn’t going anywhere, but it doesn’t spell the end for traditional retail. Harlow businesses have shown that there are ways to increase footfall by offering shopping experiences that often can’t be found online.