A Night on the Town

The impact of events like Ladies’ and Men’s Night in the holiday season

Along with festive parties with friends and goofy Christmas sweaters, the annual shopping sprees often known as Ladies’ Night or Men’s Night have become traditions during the holiday season. Northern Express checked with several northern Michigan communities to see how these events are celebrated and what kind of impact they make on local downtown communities.  

Manistee

In downtown Manistee, Men’s Night typically draws a larger turnout than Ladies’ Night. (Surprised? We were too!) That’s according to Carrie Mosher, owner of The Outpost, which offers an extensive line of quality clothing for women and men. 

“There’s a good turnout for both,” she says. “But Ladies’ Night brings in about 200 people, and Men’s Night brings in roughly 300 people. It’s amazing to see how much the community supports local businesses during this time of year.”

That kind of crowd means The Outpost adds extra staff, plus “a very merry vibe” as they help guests pick out those just-right gifts and offer snacks and beverages.

“Because these are local events, we try to source food and beverage options from the community,” says Mosher. “At both Men’s and Ladies’ Night, we have live music from local musicians. We help pick out gifts and wrap them so our customers can socialize and catch up with one another. It is very festive!” 

While summer sees plenty of out-of-town visitors, these special nights in Manistee are pretty much local events. “We see a lot of familiar faces from the community,” explains Mosher. “It’s important for us to provide a merry time for our customers who are with us year-round. We enjoy helping find the perfect gift for loved ones and we appreciate their business, so this is our way of saying thank you.” 

This year Ladies’ Night was held Dec. 6, while Men’s Night will be Dec. 20 from 5 to 8pm.

Elk Rapids

Hundreds of shoppers, and a few non-shoppers, turn out every year for this village event, according to village merchants.

That number is bolstered by the fact that the 100 Women Who Care hold their annual meeting at 5pm the same night. After the hour-long gathering, the group heads downtown, where the shopkeepers stay open until 8pm.

“While our group’s mission is to gain awareness and collectively support area nonprofits, we also strive to support our local businesses,” says Cindy Zarow, the organization’s community outreach official. “Ladies’ Night is the perfect event to show our appreciation for Elk Rapids businesses … and we have a lot of fun doing so.”

Last year, some 120 members and their guests attended the group’s meeting on Dec. 15. “The meeting duration goal is always one hour,” says one member. “But this particular meeting was completed in just 59 minutes, partly because members were so anxious to hit the streets of Elk Rapids for Ladies’ Night.”

Shop owners handle the rush one customer at a time, with some adding extra help. “Some had lines out the door and are planning to be better prepared this year,” recalls one shopper. 

There’s little doubt that the shopping spree is a special time in the Antrim County village. Most merchants see a boost in sales and enjoy the social side of the evening too. All offer food and drink, making it a fun evening while shopping with friends. 

This year the fun is set for Dec. 14. Learn more at elkrapidschamber.org/events.

Harbor Springs

“Locals love having an evening of getting together, shopping, and gathering at one of our local restaurants for fun gifts and prizes,” says Bonnie Kulp, director of the Harbor Springs Chamber of Commerce, which coordinates the annual holiday event. “It’s a wonderful event that the locals truly appreciate. It definitely generates future purchases, not always the night of the event.”

This year, Ladies’ Night was held Nov. 11 and Kulp says it was a great turnout with over 30 giveaways for shoppers. The evening is not so overwhelming that businesses need to add extra staff, but the combo of shopping and socializing offers each storekeeper the chance to offer snacks or beverages. Many do.

Kulp says it’s hard to guess just how many shoppers hit the sidewalks, but merchants tell her they are busy all evening. “It's important for the community in gathering together,” notes Kulp.

Petoskey

More than 200 people turn out for the annual Ladies’ Opening Night in Petoskey, according to Andi Symonds, marketing and promotions director at Downtown Petoskey.

Ladies’ Opening Night was Nov. 17, linked with the opening of rifle deer hunting season. “Instead of hunting for bucks, come spend some bucks to kick off the holiday season,” was one marketing line. Shoppers had a chance to win one of three “doe prizes” ranging from a big basket of goodies, gift cards, and $700 in Downtown Dollars to $300 in Downtown Dollars. 

The merchants get as excited as the shoppers and love providing little games that go along with the hunting theme.

“This is a slower season, and this event boosts sales and foot traffic in the stores,” Symonds explains. “We market this event as a great way to start your holiday shopping early. Many stores host a fun game, discount, or incentive to encourage customers to come in, and a sales boost during this slower time is a huge bonus.” 

Merchants offer sips and nibbles to get the crowd in a celebratory mood. Landmarks like Grandpa Shorter’s Gifts, American Spoon Foods, and Quiet Moose are must-stops on a night of downtown fun. 

“These nights are very important as November is a slower month before the big holiday shopping starts up in December,” explains Symonds. “ This is a nice preview of the special holiday items and a great way to slowly start the holiday shopping season.”

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