If You Haven't Capitalized on the Summer Tourist Traffic, It's Not Too Late!

Cape Cod, Massachusetts, is synonymous with summer. As soon as the weather warms up in our beautiful home, tourists flood in to enjoy our stunning beaches, quaint towns, seafood, and unique New England charm. For our local businesses, these summer months are a golden opportunity to boost sales and build lasting customer relationships each and every year.

However, if you’re a local business owner and you feel like you haven’t yet fully capitalized on the summer tourist traffic, there’s still time to make the most of the season. Let’s guide you through the steps to maximize your business's potential and capture the attention of the late summer travelers who venture to the Cape as the season begins to wind down.

Understanding the Summer Tourist Boom in Cape Cod

It’s no secret that Cape Cod is a well-known destination for summer travelers in the United States and beyond. Our peak tourist season runs from Memorial Day in late May through Labor Day in early September, drawing millions of visitors to our shores. The allure of our pristine beaches, villages, and outdoor activities, combined with our proximity to major urban centers like Boston and New York, makes Cape Cod a magnet for those seeking a quintessential summer experience.

Because of those reasons (and more), our summer months bring a diverse mix of tourists, including families on vacation, weekenders, and day-trippers. For all of our local businesses, this period offers a significant increase in traveling customers who are ready and hoping to shop.

Why Timing Matters: Seize the Remaining Summer Weeks

Even if you haven’t fully seized the business opportunities of the summer season yet, it’s important to remember that the summer isn’t over. Late summer, particularly the weeks leading up to Labor Day, is still bustling with activity. In fact, many tourists prefer to visit Cape Cod during this time to avoid the peak crowds, enjoy better deals, and experience a more relaxed atmosphere.

As school vacation draws to a close, many families often take one last trip before the new school year begins. These "last-minute" tourists are an excellent target market, and if your business is prepared, you can still take full advantage of this opportunity.

How to Make the Most of the Remaining Summer Season

If you haven't yet taken full advantage of the summer season, here are some strategies to help you maximize the remaining weeks and attract the summer tourist traffic in Cape Cod

Enhance Your Curb Appeal

Your storefront is the first impression potential customers will have of your business. Whether you run a retail store, a café, or an art gallery, ensuring that your business looks inviting is crucial. Nowadays, everyone is building their itineraries around the photos that they want to get for social media. Is your shop aesthetically pleasing on the outside? Is there something that customers would want to share on their stories about your store?

Consider freshening up your exterior with seasonal decorations that reflect the Cape Cod vibe—think nautical themes, beach colors, and vibrant flower displays. To sprinkle in something shareable, maybe you have a funny or inspiring sign outside that people will want to snap a photo of.

Additionally, make sure your signage is clear and visible. If your business is set back from the main road or hidden among other buildings, adding directional signs can help guide foot traffic to your location. A welcoming entrance can entice tourists who are out for a stroll to step inside.

Offer Summer-Exclusive Promotions

Create special offers that are available only during the summer months. This can include discounts, bundles, or limited-time products that cater to the latter half of the summer. For example, a restaurant could offer a "Summer Seafood Special," featuring local catches, while a retail store might introduce a "Cape Cod Collection" of merchandise that appeals to tourists looking for souvenirs.

Promote these offers through all your available channels—social media, email newsletters, and in-store signage. Highlighting the limited-time nature of these deals can create a sense of urgency, encouraging tourists to make a purchase and come to your store before the summer ends.

Leverage Social Media Marketing

Social media is a powerful tool for attracting tourists and its one of the main ways to reach new audiences. Travelers who are planning their trips or looking for recommendations on the go are likely turning to their preferred social media platforms to find the best places to go. Platforms like Instagram, Facebook, and TikTok allow you to reach a broad audience with minimal investment.

To engage with tourists, post regularly about what your business has to offer. Share photos of your products, behind-the-scenes glimpses of your business, and customer testimonials. Use location-specific hashtags like #CapeCod, #CapeCodSummer, and #VisitCapeCod to increase the visibility of your posts.

You can also run targeted ads on social media, focusing on people who are currently in or near Cape Cod. These ads can promote your summer specials, and events, or simply invite tourists to visit your business.

You may also consider creating an incentive for customers and visitors to post about your store. This could be an inspiring quote or sign out front, a beautiful flower display outside, a discount or freebie in exchange for posting, or something else that would motivate someone to post about your store.

Host or Participate in Local Events

Cape Cod is known for its community events, from farmers' markets and art festivals to outdoor concerts and parades. Participating in or sponsoring a local event is a great way to connect with the community and attract tourists.

If your business can host an event, consider organizing something that ties into the local culture or the summer season. For instance, a wine shop could host a tasting event featuring Cape Cod vineyards, while a bookstore might organize a reading by a local author.

Even if you can’t host an event, you can still participate by setting up a booth or providing products or services. Events draw large crowds, and having a presence can increase brand awareness and drive traffic to your business.

Collaborate with Other Local Businesses

Collaboration can be a win-win for local businesses, especially in a tourist-heavy area with small and local businesses like Cape Cod. Partnering with complementary businesses allows you to cross-promote and reach a wider audience.

For example, a bed-and-breakfast could team up with a nearby café to offer guests a discount on breakfast. A retail store might collaborate with a local tour company or hotel to provide a package deal that includes a tour and a shopping discount.

These partnerships not only enhance the experience for tourists but also foster a sense of community among local businesses and business owners. By working together, our local Cape Cod businesses can create unique offerings that stand out to visitors!

Optimize Your Online Presence

Along with social media marketing and collaborations, this is one of the most important tips that we can recommend at Coxswain Media. Many tourists plan their trips online, searching for things to do, places to eat, and shops to visit before they even arrive in Cape Cod. Ensuring that your business has a strong online presence is essential to attracting these potential customers.

Start by updating your website to reflect any summer promotions or events. Make sure your location, hours, and contact information are easy to find. If you offer online booking or reservations, streamline the process to make it as convenient as possible for visitors.

We highly recommend that you ensure your business is listed on popular travel and review sites like Google My Business, TripAdvisor, and Yelp. Encourage satisfied customers to leave reviews, as positive testimonials can significantly influence tourists’ decisions. All of these platforms are free to use as a business owner and they can heavily influence where your business shows up in search results. Make sure that your business populates when tourists are looking for the “best restaurant near me” or “women’s boutiques in Cape Cod”.

Create a Memorable In-Store Experience

Once tourists walk through your doors, it’s important to provide them with an experience that makes them want to return—and tell others about it. Focus on excellent customer service, knowledgeable staff, and a welcoming atmosphere and you may just become the place that tourists continue to return to for summers to come.

Consider offering complimentary items or samples that reflect the local flavor, such as a small taste of local jam or a Cape Cod-themed trinket. These small touches can leave a lasting impression and encourage tourists to make a purchase or return on future visits.

You could also create a photo-worthy spot inside your business where customers can take pictures and share them on social media. A well-designed backdrop or an eye-catching display can turn your store into a must-visit destination.

Display the uniqueness and novelty of Cape Cod in your store. If you’re a Cape Cod native, make that known when customers come in to shop. Carry local brands or dishes that tourists can’t find anywhere else. How can you display the culture of Cape Cod authentically in your store?

Focus on Unique and Local Products

Tourists visit Cape Cod for its distinct culture and heritage, and they often seek out local products as souvenirs or gifts, as most anyone does while traveling. Stocking items that reflect the local flavor can make your business more appealing to these visitors.

Consider partnering with local artisans or suppliers to offer products that are exclusive to your store. This could include handcrafted goods, locally sourced food items, or Cape Cod-themed merchandise. Highlighting the local origins of these products will stand out to tourists and will give them a reason to purchase that product during their visit.

Extend Your Business Hours

During the peak tourist season, consider extending or changing your business hours to accommodate the increased foot traffic. Many tourists are on vacation and may be out and about later in the evening, especially after spending the day at the beach.

Opening earlier or staying open later can capture more customers who might otherwise miss your business. Be sure to promote your extended hours through signage, your website, and social media channels.

We realize that this isn’t always an option for business owners as it requires a higher cost for staffing and more hours for everyone involved. With that being said, if you need to bring in some extra sales, it may be a great way to do so.

Prepare for Labor Day Weekend

Labor Day weekend is often considered the last hurrah of summer, and many tourists (and locals!) will flock to Cape Cod for a final getaway. Preparing for this busy weekend can help you end the summer season on a high note.

Plan a special promotion or event to attract customers during the holiday weekend. This could be a Labor Day sale, a themed event, a business collaboration, or a special menu item if you’re in the food and beverage industry. Promoting these plans in advance will help you capture the attention of tourists as they make their holiday arrangements.

Looking Ahead: Turning Summer Tourists into Year-Round Customers

While the summer season is the busiest time for Cape Cod businesses, it’s important to think beyond the immediate tourist traffic. Capturing the contact information of summer visitors, such as email addresses, allows you to stay in touch with them throughout the year and make sales online.

Consider offering a small incentive, such as a discount on their next purchase, in exchange for joining your mailing list. Once you have their contact information, you can send them updates about your business, including any off-season promotions, new products, or events.

We also recommend that you encourage tourists to follow your business on social media. Regularly engaging with them online can keep your business top-of-mind, making it more likely that they’ll return on future visits to Cape Cod or even purchase from you online if you offer that option.

It’s Not Too Late to Make the Most of Our Summer Traffic!

As we roll into August, there’s still time to maximize sales coming from summer tourist traffic. By enhancing your curb appeal, offering summer-exclusive promotions, leveraging social media, and collaborating with other local businesses, you can attract the remaining summer tourists and boost your revenue.

Remember, the goal is not just to make the most of the current season, but to create lasting connections with visitors that will continue to benefit your business in the future. By providing an exceptional, and preferably unique, experience and staying connected with tourists after they leave, you can turn seasonal traffic into year-round success. So, what are you waiting for? Seize the opportunity, make the most of the remaining summer weeks, and set your business up for continued growth in the future!

Not sure where to start? Get in touch with our marketing team.