There’s something about the fall season that I find so magical.
The days get shorter, the air gets crisp, and suddenly everyone’s noticing their surroundings again. The cozy candles come out. The blankets get pulled from the closet.
And local businesses, whether you sell furniture, pastries, paint, or plumbing services, have a big opportunity to become part of people’s new fall routines.
If you’re running a local business, fall is one of the best times to show up in front of potential customers (especially new movers who are still figuring out where to shop and who to trust.)
I’ve pulled together some ideas to help you make the most of the season.
Why Fall Is Prime Time for Marketing
Fall just feels like a reset. Families are back from summer vacations, kids are in school, and routines are getting rebuilt.
People are spending more time at home, which means they’re thinking about how to make it more comfortable, organized, or just… better.
People are starting to buy and shop for the holidays. Visually, it’s a great season for marketing. Warm colors, fall leaves, cozy imagery—they instantly catch the eye and feel personal.
Even just swapping your usual social media graphics for something autumn-themed can give your marketing a seasonal boost.
New Movers Are Especially Open Right Now
If you really want to maximize fall, think about targeting people who’ve just moved in.
Here’s why: new movers are spending more, and they’re more willing to try new businesses. And it’s not just furniture—they’re buying groceries, signing up for local services, and exploring their new area.
New movers spend approximately $11,000, with 7 in 10 making major purchases before moving. Plus, 9 in 10 are willing to try new brands during a move.
Fall is perfect for reaching them because they’ve likely just finished the exhausting summer move and are finally ready to nest. This is when they start thinking, “Okay… where’s the good coffee shop around here?” or “Who’s the local plumber I can actually trust?”
85% of new movers use the first business that contacts them, and they’re 5x more likely to become loyal customers when reached early.
A simple “Welcome to the neighborhood” campaign can work wonders.
Direct Mail Works
I know digital gets all the hype, but direct mail is works wonders! There’s just something about holding a physical postcard or letter that makes a business feel more real.
And the numbers back that up. 61% of consumers feel more connected to brands that send personalized direct mail Combine that with the fact that people are home more in the fall (and actually checking their mail), and you’ve got a pretty perfect timing match.
If you try it, don’t overthink it. A friendly postcard saying, “Welcome home. Here’s 15% off your first visit this fall” is enough.
Keep it warm, seasonal, and short. And if you can, send a follow-up piece about a month later. Sometimes people just need the second nudge.
One trick I love: include a QR code that links to a seasonal landing page or a special offer. It lets you track how well the mailer worked—and it bridges the gap between offline and online.
Make It Feel Like Fall, Not Just a Sale
People are a little “marketed out” by this time of year, especially after back-to-school promotions. So when you’re planning your campaigns, think more about building connection than just pushing discounts.
Instead of blasting “20% OFF” everywhere, wrap your offers in a theme:
- “Cozy Up Your New Home This Fall”
- “Thankful for New Neighbors”
- “Your Fall Favorites Are Here”
These feel less like ads and more like invitations. You’re not just trying to make a sale—you’re inviting them to join your community, which matters to new movers especially.
Pair Offline With Online to Stay Visible
Here’s a quick reality check – people rarely see something just once and buy right away.
That’s why it helps to layer your channels. If you send direct mail, also run a small local ad campaign online or boost a social post to the same neighborhoods.
Retargeting is great for this—when someone sees your postcard and then spots your ad on Instagram or Google, it reinforces your brand.
And it’s affordable. Even $50–$100 in local social ads can go a long way if you’re specific about your geography and audience.
Start Now Before the Holiday Noise Hits
One of the biggest mistakes I see is waiting too long. By late November, consumers are drowning in holiday promotions, Black Friday deals, and constant ads. Your message can get lost in all the noise.
If you want your brand to stand out, get in front of people now. Aim for late September through early November to reach new movers and local buyers before holiday chaos kicks in.
And if you’re thinking, “But I don’t have a giant budget,” that’s okay. A small, thoughtful campaign can still go far. What matters most is timing, consistency, and making people feel like you see them—not just their wallets.
Final Thought
Fall marketing doesn’t have to be complicated. A seasonal postcard here, a welcome offer there, maybe a short local ad campaign to tie it all together.
It’s about showing up where people already are, when they’re most open to new routines and ready to discover the businesses around them.
So, as the leaves start to turn, think about the new movers down the street, or the families settling back into post-summer life.
This is your chance to be part of their story from the very beginning.
Get Started
To discover how Welcome Wagon helps new families connect with businesses like yours- right as they move in. Call us at (800) 77-WELCOME or visit us at www.welcomewagon.com.
