Last updated: October 2026 · By Kelly Noble Mirabella, Fractional Social Media Director and Founder of Stellar Media Marketing (Aurora, CO)
Quick answer: Southlands and Aurora retail shops get people in the door by posting what is on the shelf right now: new-arrival reels, "in stock today" posts, weekly Google Business Profile updates with real photos, and collab posts with neighboring shops. Then tie content to center events like Sounds of Southlands and The Pond ice rink opening.
I live in the Southlands area, so this is my home turf. Here is how I would run social for a shop in my own neighborhood.
Why is social media a foot-traffic tool, not just a brand tool?
For a physical shop, social media's job is to answer one question before someone leaves the house: "Do they have what I want, today?" If your posts answer that, people drive over. If they don't, people default to ordering online.
The research backs up how much shoppers still want the store. ICSC's 2025 post-Thanksgiving weekend survey found 84% of shoppers shopped in-store or used in-store pickup, and 64% of pickup customers bought something extra once they were inside. That second number is why getting someone through the door matters so much.
And shoppers are searching for inventory, not just stores. Google reported in April 2021 that searches for "who has" plus "in stock" grew more than 8,000% year over year, and searches for "local" plus "business" grew more than 80%.
What makes Southlands and Aurora retail different?
Aurora retail isn't one market. Each shopping district draws a different crowd, so your content should sound like the place you're in.
- Southlands: an open-air lifestyle center at E-470 and Smoky Hill Road that opened in 2005, with a four-block Main Street and community plaza. It's been owned by M&J Wilkow and MetLife Investment Management since March 2018, according to Wikipedia, and M&J Wilkow says more than 76,000 vehicles pass the property daily.
- Town Center at Aurora: the enclosed mall at 14200 E. Alameda Ave. Its seasonal events, like the Boo N' Brew Candy Crawl and Santa's Grand Arrival, are built-in content hooks.
- Stanley Marketplace: a collective of 50+ locally owned businesses inside the former Stanley Aviation plant, which opened in 1954, per Stanley Marketplace. Shoppers here come for "local," so your maker story matters.
- Havana Street: a 4.3-mile corridor from East Sixth Avenue to East Dartmouth Avenue with about 20 international markets and more than 100 restaurants, as 5280 reported in 2021. The Havana Street Night Market and Halloween on Havana Street give you event-day content.
The point: a shop at Southlands should post about Main Street and the plaza. A shop at Stanley should lean on the independent-maker angle. Generic "shop local!" graphics work nowhere.
Which retail tactics actually drive visits?
Seven tactics do most of the work for a brick-and-mortar shop. Here is the job each one does.
- New-arrival reels: 15 to 30 seconds of unboxing or restocking. Job: create urgency ("just landed").
- "In stock now" posts: the item, the price, the shelf. Job: answer "do they have it?" before the drive.
- Google Business Profile product posts and photos: weekly posts plus fresh storefront and shelf photos. Job: win the "near me" search.
- Local inventory on Google: Google's Local Inventory app can add your in-store products to Search, Maps and the Shopping tab for free if you use a compatible POS like Square, Clover or Lightspeed. Job: show up for product searches.
- Instagram collab posts with neighbors: one post that appears on both shops' profiles. Job: borrow the next-door shop's audience.
- Event-day content: before, during and after center events. Job: catch people already on their way.
- UGC and reviews: repost customer photos and ask for reviews at checkout. Job: prove other people love you.
On reviews, recency is the whole game. BrightLocal's 2026 Local Consumer Review Survey found 97% of consumers read reviews for local businesses and 74% look for reviews written in the last three months.
Why is Google Business Profile the most neglected piece?
Because most shop owners set it up once and forget it, and it's the first thing a nearby shopper sees on Google Maps.
In my last 20 free social media audits for Colorado businesses, 18 had a stale Google Business Profile, and nearly 60% had generic or ineffective content. For a retail shop, that's the storefront sign on Google gathering dust while the shop down the plaza posts this week's arrivals.
"I live in the Southlands area, and the stores I actually walk into are the ones that told me on Instagram or Google that the thing I wanted was on the shelf that day. Retail social isn't about going viral. It's about making the drive feel like a sure thing." Kelly Noble Mirabella, Fractional Social Media Director and Founder, Stellar Media Marketing
How do you turn center events into foot traffic?
Treat every center event as a three-post campaign: a heads-up, a live moment, and a recap.
Visit Aurora's 2026 events calendar lists Sounds of Southlands, the Southlands Wine Walk, The Pond Ice Rink opening, and the Holiday Hometown Parade and Tree Lighting at Southlands. Each one puts shoppers on Main Street. Your job is to give them a reason to step inside:
- Before: "Heading to the tree lighting? We're open late, with cocoa at the register."
- During: Stories from your doorway showing the crowd and your window display.
- After: a recap reel plus a "missed it? here's what's still in stock" post.
What gets people in on a slow weekday?
Weekdays need a reason, because weekends bring their own crowds. Give each slow day a recurring hook customers can learn.
- Tuesday: "Tuesday drop," the one new item you put out that morning.
- Wednesday: staff pick with a short why.
- Thursday: "Last one" posts for items down to a single unit.
- After school: for Southlands shops near families, a 3 p.m. post aimed at parents on pickup runs.
Recurring beats random: when followers know Tuesday means something new, they plan a stop.
What does a weekly social plan for a retail shop look like?
This is the plan I'd hand a Southlands or Aurora shop. Once you get into a rhythm, most of it can be shot in one batch and scheduled in one sitting.
- Monday: Google Business Profile post with this week's featured product and a fresh photo.
- Tuesday: new-arrival reel on Instagram and Facebook.
- Wednesday: "in stock now" carousel with prices, plus a staff pick Story.
- Thursday: collab post with a neighboring shop (a gift pairing works well).
- Friday: weekend preview tied to any center event, plus review request Stories.
- Saturday: live Stories from the floor and repost customer UGC.
- Sunday: batch next week's photos and upload new shelf photos to Google.
If you want a bigger list of local angles, see 25 Local Content Ideas for Aurora Businesses.
Want help getting more Aurora shoppers through your door?
I've spent 18 years in social media marketing, and I do it all myself: strategy, content, posting, and reporting. My packages start at $1,200 a month and include weekly Google Business Profile posts, which is exactly where most shops fall behind. Denver-area clients get special pricing on content days and packages.
See how I work with local businesses on my Aurora social media marketing page, or book a free discovery call and we'll look at your shop's profiles together on a video call. You can also browse all services.
Related reading: How to Use Google Business Profile Posts to Get More Calls and What Should Aurora Small Businesses Plan For in Q4 2026?
Frequently asked questions
How often should a retail shop post on social media?
Aim for four to five posts a week plus daily Stories, with one Google Business Profile post every week. Pick a rhythm you can keep through the holidays.
Is Instagram or Facebook better for an Aurora retail shop?
Use both, since one post can publish to each. Instagram reels reach new local shoppers, while Facebook tends to reach established neighbors and event-goers. Your Google Business Profile matters as much as either.
Do I need professional photos for new arrivals?
No. Clear, well-lit phone video of real products on your real shelves usually beats polished stock images, because it proves the item is in the store today.
How do I get customers to post photos of my shop?
Give them something worth photographing, like a styled display or a photo wall, then ask at checkout and repost with credit.
Should I post prices?
Yes, for "in stock now" posts. A visible price removes a reason not to come in and filters for shoppers who are ready to buy.
How do I work with neighboring shops without competing?
Pair products that go together, like a candle shop and a bookstore, and share one collab post. Both audiences see it, and neither of you is selling the other's product.
Changelog: October 2026, first published.