What Hallmark Holiday Movies Can Teach Us About Economic Development

I have a confession to make. I unironically love Hallmark movies. The guiltiest of my guilty pleasures, they are the cinematic equivalent of mashed potatoes - warm, comforting, predictable, and easy to digest. When the world seems overly complicated and confusing, I can retreat to the Hallmark Cinematic Universe (HCU) - where dreams are realized, the town festival is saved, and all disagreements and misunderstandings are resolved neatly inside of 90 minutes. 

Hallmark movies, with their charmingly predictable plots and cozy small-town settings, offer surprising lessons about economic development. Here are eight economic development related lessons we can all learn from the HCU.

1. Community Identity and Branding Matter

The towns in these movies often have a unique identity—whether it’s being the “Christmas Capital” or known for its gingerbread competitions. These identities attract visitors, foster pride, and differentiate the town. Investments in placemaking and branding create a distinct identity for your community. Highlight local traditions, unique features, or historical significance to attract tourists, residents, and businesses.

2. An Asset-based Approach Can Win the Day

The plot of several of these movies revolves around a beloved tree farm, train station, hotel, or other landmark which has seen better days. Identifying community assets that may be underutilized or disconnected from other assets can be a starting point for redevelopment and growth. 

Christmas Under the Stars (2019, Hallmark Channel) features main character Nick who, fired from his investment banking job, ends up working at a local Christmas tree lot facing demolition for development. He joins love interest Julie to save the lot from bulldozers, illustrating the value of preserving local businesses. Nick ultimately returns to finance, but with an ethical investing company, showing how traditional business skills can support community development. Photo: Hallmark Channel

3. Revitalizing Main Street is Key

The heart of the town is almost always a bustling Main Street with independent shops, cafes, and businesses. These small businesses are drivers of local employment and often participate in local festivals and activities bringing vibrancy to the community. A vibrant business corridor boosts the local economy, creates jobs, and fosters social cohesion. Incentivizing small businesses, and creating support and retention strategies can make a significant impact.

4. Collaboration Brings Success

The town always faces a challenge but overcomes it with a mix of ingenuity, optimism, and teamwork. Public-private partnerships and community collaboration are essential for long-term success, but should be built upon trust developed through stakeholder engagement. Empowering stakeholders—businesses, residents, and governments—creates buy-in and delivers innovative solutions. Economic development requires a hopeful vision and resilience to navigate challenges. Building a forward-thinking strategy while engaging the community ensures long-term prosperity.

5. Quality of Life Drives Growth

People are drawn to these towns because of their charm, sense of community, and accessible amenities. The protagonist often decides to stay because they fall in love with both the town and its people. Focusing on quality-of-life factors like walkability, affordable housing, parks, and cultural events can attract talent and retain residents. 

In Christmas Town (2019, Hallmark Channel), Lauren Gabriel leaves Boston for a new life and career, but finds unexpected new chapters in her life and family when she visits the charming town of Grandon Falls for Christmas. Photo: hallmarkchannel.com

6. Small Businesses are the Backbone

The family bakery, craft shop, or bookstore is always central to the story—and the town’s economy. These businesses embody the town’s character and are worth fighting for. Support for small businesses through grants, tax incentives, and support programs not only sustains the economy but also preserves the community's unique identity.

In Hot Chocolate Holiday, (2021, Lifetime) Colette runs a coffee shop that is known for her secret and famous hot chocolate. Marcus, a new dessert shop owner, starts to draw in Colette’s customers with his very own specialty hot chocolate that tastes exactly like the recipe from her beloved grandmother. Will the town be big enough to support two hot chocolate purveyors? (spoiler alert: the answer is yes). Photo: Lifetime Movie Network

7. Events Create Economic and Emotional Value

The towns are always hosting events—Christmas festivals, tree lightings, or parades—that bring people together and generate revenue. Events are an effective way to boost the local economy, attract visitors, and create a sense of belonging among residents. Investing in signature events that are authentic and highlight local culture and talent can be an important part of an overall tourism and attraction strategy.

In The Town Christmas Forgot, a well-to-do family becomes stranded when their car breaks down in a town whose best days are seemingly far behind it. When the family bands together to help organize the town Christmas pageant they learn about the decisions which lead to the town’s decline and help the community reconnect to a seemingly lost identity. Will the pageant lift spirits and attract outside investment? Bonus: this movie also offers lessons about economic diversification, building a resilient economy, and the importance of business retention and expansion. Photo: Hallmark Mystery

8. Human Stories Resonate

At its core, every movie is about relationships—whether romantic, familial, or community-focused. While data is important for sound decision-making, sharing stories about the people, businesses, and history of a community can build pride, attract attention, and humanize economic development efforts.

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Hallmark movies may be fictional, but their emphasis on community spirit, identity, and resourcefulness offers valuable lessons for economic developers aiming to create thriving, resilient economies. Need help moving your economic development planning from fiction to reality? Let us know!