The Hove Christmas Trail: A Grassroots Idea Bringing Community, Creativity and Christmas Magic to Our Streets

What began as a simple idea between two long-standing Hove residents has quickly grown into one of the town’s most uplifting community projects of the season!

The Hove Christmas Trail, co-created by J.J. Baiden-Amissah (Digital Freelancer) and Mia Douglas (Social Galaxy UK), blends digital innovation with local storytelling to support the independent businesses that give Hove its charm.

A Digital Map Connecting People to Places

At the heart of the trail is an interactive digital map, showing participating shops, cafés, restaurants, salons, creative studios and community venues. Locals simply scan a QR code, explore the map, and check in at each location they visit. Every check-in earns an entry into the Prize Draw, with a chance to win a Christmas hamper including gifts generously donated by local traders.

The digital map has been a hit:

• 625+ residents have already joined the trail community

• The map has been opened more than 2,500 times

• 25 local businesses have signed up — with more joining each week

And, as J.J. notes, the project goes beyond technology:

“This is about more than just shopping or promotions. It’s about celebrating Hove, supporting our independents, and creating something magical for the community.”

Mia adds:

“Hove has so many hidden gems. This trail encourages people to slow down, explore and reconnect with what makes our town special.”

Printed Maps and Santa Postcards

Alongside the digital experience, the trail also includes a printed map, distributed via local magazines and as festive postcards in participating shops. These postcards — originally imagined as a fun add-on for children to write their “Letters to Santa” — have taken on a life of their own.

Parents, schools and shops have embraced them with enthusiasm.

One local mum, Hannah, shared:

“I picked up a free postcard for my little one at a coffee shop in Hove! I love that the trail encourages me to explore new local businesses. Can’t wait to visit more on my December shopping trips.”

Another resident, Philippa, discovered the trail unexpectedly:

“I discovered the Hove Christmas Trail while visiting the new volleyball courts on Hove seafront. A QR code led me to a map showcasing local businesses — some I’d never heard of!”

A Boost for Local Businesses

For independent businesses, December can be both a joyous and challenging month. The trail offers a visibility boost and community validation. Each participating business receives:

• A map listing

• A check-in card

• A branded QR window poster

• An NFC Google Review stand to encourage feedback

• Personalised social media content

The impact has been immediate:

One participating store said:

“The Hove Christmas Trail has been brilliant for us! We’ve had so many new faces pop in after spotting us on the map, and customers love the festive check-in idea. It’s created such a lovely buzz around the shop — we’re really glad to be part of it.”

A Community Story Still Being Written

Residents are discovering businesses they’d never noticed before. Shops are experiencing new footfall. Families are enjoying the postcard drop-offs.

As the founders reflect, this initiative has become much more than they expected:

“It feels like something Hove is building together,” says J.J. “The community has shaped this just as much as we have.”

The Hove Christmas Trail is a reminder that grassroots ideas can spark real community magic — especially when powered by local passion, collaboration, and a shared love for the place we call home.

To explore the map or join the trail: hovechristmastrail.co.uk