Square is stepping up its game with a new initiative aimed at empowering small businesses through community-focused marketing. Departing from traditional advertising methods, the company’s "See You in the Neighborhood" campaign promises to enhance local connections and drive sales directly in neighborhoods across the U.S. This strategy is particularly relevant for small business owners who seek to strengthen ties within their communities while boosting customer engagement and sales.
This initiative follows several successful local activations, such as the launch of the Corner Store in San Francisco’s Mission District and a pop-up coffee shop from BIGFACE, which successfully integrated into the local scene. The goal is to keep the focus on community-centric interactions both online and in-person.
Square’s approach includes two key components: Neighbor Days and Walking Clubs. Neighbor Days feature pop-up events in major cities like New York, Los Angeles, and Atlanta. These events encourage consumers to connect with local businesses through exclusive offers and creator-led collaborations. In New York, for instance, participants might snag custom tees at Rogue or enjoy a unique sandwich offering at Ggiata in Los Angeles. The Walking Clubs take this a step further by curating community walks led by local icons, fostering a sense of connection and familiarity between residents and neighborhood businesses.
Killer Mike, a well-known entrepreneur, notes, “The neighborhood is our lifeblood as a business. It tells us what’s cool and what’s happening next. Square made it easy for us early on… Square does all the hard work so we can focus on actually talking to and getting to know our neighborhood and our customers.” His perspective underscores the importance of local insights for small business operations.
This initiative reflects a return to Square’s foundational principles. Founded 16 years ago, Square revolutionized mobile payment technology for small businesses, a move that greatly expanded financial access. The company now includes over four million sellers in its ecosystem, driving more than $240 billion in annual payment volume globally. Lindsey Irvine, Chief Marketing Officer at Square, emphasizes that this new branding strategy aims to ensure sellers feel “seen, supported, and celebrated.” She states, “What unites our sellers is their role as neighborhood anchors. Square is the only platform that can serve every business in every neighborhood—and by helping these businesses thrive, we help their neighborhoods thrive.”
For small business owners, the potential benefits of participating in this initiative are significant. Community events can attract new customers, and exclusive offerings create buzz around local establishments. Owners might also discover valuable market insights through customer interactions, which can inform future product lines or services. The focus on building relationships rather than merely seeking transactions fosters loyalty, increasing customer retention and word-of-mouth referrals.
However, there are challenges to consider. Small business owners must assess the time and resources required to participate in such activations. Creating unique offerings for events demands creativity and planning. Additionally, businesses in smaller or less economically diverse neighborhoods may not experience the same level of engagement as those in more vibrant areas, possibly limiting the campaign’s effectiveness.
As Square rolls out these initiatives, small business owners have an opportunity to engage deeply with their communities, leveraging Square’s tools to navigate the challenges of local commerce. The potential for increased visibility and customer loyalty may enhance their competitive edge in an ever-evolving market.
To learn more about Square and its community-driven initiatives, visit Square’s official site. Small business owners can also keep an eye on upcoming product innovations revealed at the Square Releases event scheduled for October 8, 2025, in New York, promising exciting developments to further assist their operations.
In the evolving landscape of small business, fostering community connections can pave the way for sustainable growth and resilience. Square’s initiative represents an important step in that direction, aligning technology with community-driven aspirations.
Image Via BizSugar
