It’s 2026 – time to prepare for lots of America’s 250th special events this year. In Gettysburg, events like July 4th, battle reenactments, Halloween Parade, Remembrance Day, and A Gettysburg Christmas Festival routinely draw heavy attendance. Major events are often assumed to be automatic wins for businesses. A festival, commemoration, or large-scale gathering brings thousands of people into our historic district, and the assumption is simple: more people equals more revenue.
Yet crowds alone don’t guarantee sales. Businesses that benefit are the ones that adapt to meet the moment.
The first shift is operational, not promotional. Event days in Gettysburg rarely follow normal patterns. Streets close, parking shifts, and foot traffic spikes. Visitors often arrive early and stay late. Businesses that extend hours, add staff, and adjust inventory—ready-to-eat food, bottled drinks, souvenirs, and commemorative items—consistently outperform those that operate under the “business as usual” approach.
Second, businesses must think beyond their front doors. Events like the Christmas Festival change pedestrian flow dramatically. Lincoln Square may be packed while other streets see different traffic patterns. Successful businesses adapt by moving merchandise outside, setting up sidewalk sales, offering pickup service, or placing temporary signage to direct visitors. Waiting for customers to wander in during an event weekend is a missed opportunity.
Product and service alignment is equally critical. Event audiences are usually different from everyday customers. During festivals, bundled items, local gifts, or appealing beverages outperform standard offerings. Reenactment attendees, for example, may be focused on schedules and locations, not leisurely browsing. Grab-and-go options, themed merchandise, limited-edition items, and event-specific menus work because they cater to a focused audience.
Pricing and speed matter more than usual. High attendance creates urgency. Simplified menus, preset combos, and clearly marked pricing reduce decision fatigue and speed up transactions. During peak volume, customers value clarity and efficiency over endless options. This isn’t price gouging; it’s demand management.
Marketing must also shift to real-time communication. On event days, social media posts and Google updates should answer three questions clearly: Are you open? What are you offering today? How can customers get served quickly? During large Gettysburg events, visitors are checking their phones constantly for information and directions—make sure they find what they need.
Businesses should treat major events as a learning opportunity to track sales patterns and peak tourism. Take note of what sells out, where bottlenecks occur, and when staffing is tight. Turn that data into a strong long-term business model.
Finally, coordination is a huge differentiator. Gettysburg functions as an ecosystem, so businesses that align hours, cross-promote, sponsor, and collaborate encourage visitors to stay longer. Recommending a restaurant or museum directs guests to partners and neighbors, which strengthens everyone’s bottom line.
Major events don’t guarantee windfalls. America’s 250th brings unprecedented opportunity—especially for businesses that are prepared. Review the event calendar; coordinate with organizers; adapt operations, services, and inventory; become a sponsor; and volunteer to help.
Gettysburg will host a calendar full of special events this year that will benefit our businesses, community, and local economy. Be part of the celebration and success in 2026!
Please contact me anytime: (717) 337-3491, or jsellers@mainstreetgettysburg.org. Find more information at www.mainstreetgettysburg.org.
