At a Glance:
- Festive celebrations run from 15th November to Christmas Eve.
- Open exclusively to retail shops within the Southend BID area.
- Take part in the Elf on a Shop Shelf Trail and help bring Christmas magic to the city.
- Only ten shops will be featured — register your interest now!
Southend City BID is inviting retailers across the city centre to be part of this year’s Christmas in the City celebrations by joining the festive Elf on a Shop Shelf Trail.
Running from Friday 15th November through to Christmas Eve, this fun-filled trail will turn Southend’s retail scene into a magical Christmas adventure, encouraging shoppers and families to visit stores, spot the hidden elves, and enjoy the festive atmosphere.
This is a fantastic opportunity for retailers to increase footfall, boost visibility, and spread Christmas cheer while supporting a community event that celebrates the best of Southend’s shopping experience.
What your shop needs to do:
- Display a festive elf (provided by Southend City BID) in a clearly visible spot — ideally behind your till or counter.
- Keep your elf in place until Christmas Eve, when the trail comes to an end.
- Shops must have a single till or main counter area to take part.
What Southend City BID will do:
- Supply your very own elf (complete with a Christmas outfit!).
- Promote your store as part of the official Elf Trail, featured in event marketing and across BID publicity.
The Elf Trail will lead families and shoppers on a festive journey through Southend’s retail heart — showcasing local shops and spreading joy throughout the city centre.
If you’re a retailer and would like to be one of our ten featured trail venues, don’t miss out, get in touch today and join the Christmas fun!