Winter Won't Run Itself: A Practical Playbook for Exmoor SMEs

As November 2026 settles in, the moor takes on that familiar hush. The lanes are quieter, the pubs light their fires earlier, and plenty of Exmoor businesses start battening down the hatches until spring. That is understandable. It is also a missed opportunity.

Winter does not have to be a write-off. It can be a season for testing small ideas, looking after loyal customers and building a bit of momentum for the year ahead. The trick is not to try everything at once. Pick two or three things that fit your premises, your people and your cashflow, then give them a proper go.

Start with what you already have

Before you dream up a new venture, take stock. What space do you have? What skills sit inside the team? What stock could be bundled or shifted? Which customers already open your emails or follow you on social media?

A café with a quiet back room can host a workshop. A farm shop with a good mailing list can run a pre-order hamper service. A holiday cottage owner with a handful of repeat guests can put together a midweek winter package. None of these need a huge investment. They need a bit of planning and a clear offer.

Pop-up workshops and experiences

Winter is a good time for experiences that feel cosy rather than rushed. Wreath-making, bread baking, cheese tasting, cider appreciation, photography walks and craft sessions all have appeal when the weather is grim outside and the welcome is warm inside.

Price them properly. Add up tutor time, materials, heating, refreshments and a sensible margin. Take deposits to reduce no-shows, and set a minimum number so you are not out of pocket. Market them through your existing email list, local Facebook groups, village noticeboards and word of mouth. Staffing can be simple: use existing team members where possible, or bring in a trusted tutor on a revenue-share basis. Do not overcommit. One well-run workshop is better than three half-filled ones.

Festive markets and village events

Markets in places like Minehead, Dulverton, Porlock and Lynton can bring in useful winter trade, but they reward preparation. Apply early, read the organiser notes and think about what sells at a cold outdoor stall. Gift bundles at clear price points, such as £10, £20 and £35, tend to work better than a table of loose items.

Take card payments, cash and a simple email sign-up sheet. Share a stall with another local producer if the cost or staffing is too much on your own. Train whoever is on the stall to tell the story behind the product, not just take money. And build in a rota so nobody ends up doing three events back to back and collapsing in December.

Subscription boxes and pre-orders

Subscription boxes do not have to mean a complicated software stack. A local produce box, a meat box, a cheese selection or a preserves hamper can start with a simple order form and a spreadsheet. Be honest about packaging, delivery and your own time when you price it.

Start with a limited run and a clear deadline. Offer collection from a known point if delivery is too costly. Partner with another producer to fill gaps, but agree who invoices the customer and who handles problems. Most importantly, tell people what they are buying and when it will arrive. A short, well-communicated pre-order window often beats an open-ended promise.

Midweek offers for holiday cottages

Holiday cottages can be quiet in the colder months, but midweek breaks still appeal to walkers, dog owners, remote workers and couples looking for a cosy escape. Instead of deep discounting, add value. A log basket, a breakfast hamper, a late checkout or a voucher for a local pub can feel more generous than a race to the bottom on price.

Work with cottage owners, housekeepers and local pubs to package something simple. Make sure the offer is easy to find online and easy to book. Repeat guests are your best audience here, so send them a direct email before you spend money on ads.

Collaborations between tourism and food

Some of the best winter ideas come from businesses teaming up. A cottage stay plus a supper at the village pub. A farm shop hamper waiting on arrival. A winter workshop followed by lunch. These packages do not need to be complicated, but they do need clear responsibilities and fair splitting of costs and revenue.

Cross-promote on each other's newsletters and social channels. Keep the offer simple enough that a customer can understand it in one sentence. And test it with a small group before you print leaflets for the whole moor.

Pricing, marketing and staffing essentials

Know your costs before you set a winter price. Discounting without doing the sums is how quiet seasons become loss-making seasons. Bundles, deposits and minimum numbers are your friends.

On marketing, consistency matters more than cleverness. Keep your Google profile up to date, post opening hours clearly, send a short email to your list and put a poster in the village hall. Local press and community newsletters still work on Exmoor because people actually read them.

On staffing, plan around the events you have chosen. Train people on the offer, share the rota early and bring in temporary help only if you can brief them properly. A tired team cannot deliver a brilliant winter experience.

Keep it manageable

Winter trading is not about filling every quiet hour. It is about creating a few reliable revenue streams and learning what works. Review each idea after a fortnight. Keep what pays, drop what drains, and write down what you would do differently. By the time spring arrives, you will have more than a bit of extra income. You will have proof of what your business can do when the visitors are thinner on the ground.