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The summer heat is blazing, but savvy Philadelphia artists and makers know that Christmas in July isn’t just a retail gimmick; it’s a strategic opportunity to build momentum for the most lucrative season of the year. While tourists flock to Independence Hall and locals cool off at Spruce Street Harbor Park, you should be laying the groundwork for holiday market dominance.
Philadelphia’s vibrant maker community faces unique seasonal challenges. The city’s holiday markets, from the beloved Christmas Village in Love Park to neighborhood pop-ups in Northern Liberties and Fishtown, create intense competition during the brief November-December window. Starting your holiday marketing in July gives you a crucial five-month head start to build brand awareness, refine your offerings, and establish customer relationships before the holiday rush begins.
This month should center on product development and market testing. Use Philadelphia’s summer events as testing grounds for your holiday offerings. The Made in Philadelphia Holiday Market may be months away, but festivals like the Kensington Derby and Arts Festival or CADO provide perfect opportunities to gauge customer interest in potential holiday products.
Consider creating limited “summer preview” versions of your holiday items if you’re a jewelry maker, and test metallic color palettes that could work for both summer festivals and winter celebrations. Textile artists can experiment with cozy textures that feel special even in the July heat. The key is gathering feedback now while you have time to iterate.
While developing and testing the products, it’s time to make a plan! Set yourself up for the actions that you’ll take over the next few months to reach your goals. Need help figuring out what to do? NextFab hosts office hours every 2nd Thursday with Samantha Sineni of FORMATION. Media between 6 pm and 8 pm. Book a time to review your current marketing and create a strategy to get the most out of the holiday season!
August: Brand Story and Photography
August’s golden hour lighting is perfect for creating the warm, inviting product photography that will carry your holiday marketing. Schedule outdoor photo shoots in Philadelphia’s gorgeous locations like the cobblestone streets of Old City, the art of Northern Liberties, or the industrial charm of Fishtown. These images will be invaluable for social media campaigns, market applications, and promotional materials.
This is also prime time for crafting your brand story. What makes your Philadelphia-made products special? Are you inspired by the city’s industrial heritage, its diverse neighborhoods, or its revolutionary spirit? Customers connect with authentic stories, and having yours polished by fall will set you apart in crowded holiday markets.
September: Market Applications and Partnerships
September marks application season for Philadelphia’s premier holiday markets. Research deadlines for Christmas Village, Dilworth Park’s winter programming, and neighborhood markets in areas like Manayunk and Chestnut Hill. Many of these markets have competitive application processes, so having professional photos, clear product descriptions, and a cohesive brand presence is essential.
Start building relationships with complementary makers now. Partner with a local candle maker if you create pottery, or team up with a food artisan if you make serving pieces. These partnerships can lead to shared booth spaces, cross-promotion opportunities, and collaborative products that stand out during the holiday season.
October: Content Creation and List Building
October is your content creation marathon month. Develop a bank of social media content that showcases your creative process, highlights your Philadelphia connections, and builds anticipation for holiday products. Behind-the-scenes content of your South Philadelphia studio or your inspiration walks through Fairmount Park creates authentic connections with potential customers.
Launch your holiday email list now, not in November when everyone else is competing for attention. Offer early access to new products, exclusive discounts, or Philadelphia-themed content in exchange for email addresses. A subscriber in October is worth ten in December.
November: Take Advantage of NextFab’s Holiday Promotions
Every year, NextFab publishes a Holiday Gift Guide, featuring artwork from members to spotlight their work and allow people to easily shop for locally made products. Artists and makers can have their products showcased in the guide, which is posted on the NextFab website and sent to their email list. This November, they’ll be putting on the 5th Annual Miracle on American Street Holiday Gift Market. Set up a booth on Saturday, the 22nd, from 11:00 am to 5:00 pm and join over 80 vendors for a night of festive fun (and sales!).
Build Your Philadelphia Network
Philadelphia’s maker community is remarkably supportive. Attend events at NextFab, join organizations like the Philadelphia Creative Guild, or participate in monthly maker meetups. These connections provide collaboration opportunities, shared marketing efforts, and insider knowledge about the best markets and events. Local makers often share booth spaces, recommend each other to customers, and provide valuable feedback on products and pricing.
Leverage Philadelphia’s Unique Character
Your Philadelphia location is a marketing asset. Both tourists and residents want authentic local products, and locals take pride in supporting their city’s makers. Incorporate Philadelphia elements into your work, whether it’s Delftware-inspired pottery that nods to the city’s colonial history, jewelry featuring the city’s distinctive architecture, or textiles inspired by the colors of South Philadelphia row houses.
Document Your Process Year-Round
Customer interest in handmade products peaks during the holidays, but their curiosity about your creative process remains constant. Regularly document your techniques, inspiration sources, and workspace. This content becomes invaluable during the holiday season when customers are looking for meaningful gifts with compelling stories.
Seasonal Product Planning
Plan your product line with Philadelphia’s seasons in mind. Summer pieces can transition to fall markets, autumn colors work beautifully for Thanksgiving sales, and winter items should be ready for the Christmas rush. Consider creating products that celebrate Philadelphia’s seasonal beauty, from cherry blossoms in spring to the golden light filtering through Old City in autumn.
The most successful Philadelphia makers understand that holiday sales aren’t just about December transactions; they’re about building relationships that last all year. A customer who discovers your work at Christmas Village might become a regular at summer farmers’ markets. Someone who receives your piece as a gift might commission custom work for a spring wedding.
Focus on creating experiences, not just products. If you’re at Rittenhouse Square’s farmers market, engage customers in conversation about your inspiration and share the story behind each piece. These personal connections transform one-time holiday shoppers into year-round advocates for your work.
As July winds down, remember that successful holiday marketing isn’t about last-minute panic; it’s about consistent, authentic engagement with your community. Philadelphia’s makers have the advantage of working in a city that values creativity, supports local businesses, and attracts visitors year-round.
Your July work should focus on preparation, not perfection. Test products, gather feedback, and start building the relationships that will sustain your business through the holiday season and beyond. The sweltering summer days you spend planning now will pay dividends when December arrives and you’re confidently showcasing your work to eager holiday shoppers throughout Philadelphia.
The holiday season might seem distant while you’re working in your July studio, but every successful Philadelphia maker knows that Christmas magic is made months in advance. Start now, stay consistent, and watch your holiday sales flourish in the City of Brotherly Love.
In Partnership with FORMATION. Media
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