Friday
4th Dec 2026

What's On

Business Support

An Evening for Ware Business

Dickensian Evening Ware Baldock Street

A bustling event like the Dickensian Evening presents both a fantastic opportunity and a unique set of challenges for small businesses. How can you welcome the crowds without being overwhelmed? How can you make an impact if you don’t sell directly to the public? Use the following self-assessment questions to develop a tailored plan that leverages the event’s energy for your business’s benefit.

  • How can I temporarily adapt my window display or shop front to contribute to the Dickensian atmosphere, even in a small way? (e.g., a themed poster, battery-operated candles, Victorian-style decorations). Remember, Ware Town Council is running a Festive Window competition with cash prizes! 
  • Does my interior lighting (or a potential outdoor spotlight) make my business look warm, inviting, and safe in the dark evening?
  • Could festive music or smells (like mulled spices or pine) enhance the experience for anyone who steps inside?
  • What simple, low-cost gesture could I offer to make visitors feel welcome? (e.g., a free warm drink, a festive treat, or a “rest stop” for weary feet).
  • Do I have a small, low-cost, impulse-purchase item I could promote for the evening that is easy to handle in a crowd?
  • If selling my main products/services is impractical in a crowd, what is my primary goal? (e.g., generating email sign-ups, handing out future discount vouchers, raising brand awareness by giving out branded festive sweets).
  • Do I have clear, simple signage (e.g., a chalkboard A-frame) to communicate my special offer or welcome message to the crowd outside?
  • Crowd Management: What is my maximum comfortable capacity? Do I need a “one-in, one-out” system to prevent overcrowding and ensure a good experience for those inside?
    Would it be better to trade on the street, possibly with a limited offer to get your business into the crowd and avoid bringing too many people into your premises?

  • Staffing: Do I have enough staff scheduled to manage a potential surge in visitors, handle transactions quickly, and maintain security?

  • Transactions: How can I make paying easier and faster? Could I set up a dedicated table for transactions near the door? Is my card machine charged and ready?

  • Security: Are high-value items secured? Are bags and personal belongings stored safely away from entrances? Do I have enough staff working to have a presence? Does the layout of my premises create blind spots that need particular care?
  • What can I do to turn a one-night visitor into a long-term customer? (e.g., A “thank you for visiting” voucher valid throughout December, a competition entry for a larger prize, a follow-up email for those who sign up).
  • How will I capture visitor information? Do I have a simple sign-up sheet or a QR code linking to a newsletter subscription or a social media follow?
  • Am I and my staff prepared to be excellent ambassadors for the business, focusing on friendly interaction and handing out business cards or flyers, even if a direct sale isn’t possible?
  • Have I informed my staff about the road closures and advised them on parking and travel arrangements for their shift?
  • Have I received any deliveries that need to be stored before the road closure comes into effect at 6:00 pm?
  • Do I have a plan for taking breaks, given the extended hours and potential busyness?

Dickensian Inspiration

Sadly, as far as we can tell, there is no direct connection between Charles Dickens and Ware. However, he mentions the Great Bed of Ware in his works, so there is that!

If you would like some Dickensian inspiration to help with costume or shop window ideas, click the link below to download a handy breakdown of Dickens’ work. 

Click here

Donations

Retailer Non-Food

£35

Book NOw

Retailer - Food & Drink

£90

Book NOw

Pubs and Hospitality

£170

Book NOw

We gratefully accept any donation.

We recognise that some types of businesses are more likely than others to benefit from Dickensian Evening and our suggested business donations reflect this. 

When you donate to Dickensian Evening, you will help keep the event running and be listed in our supporters section on the website and featured on the Entertainment and Shopping pages on a rolling basis. 

Supporters

The organising group gratefully acknowledges the support of the following individuals, organisations and businesses. 

Particular thanks to Ware Town Centre Partnership and Jan Wing, without their invaluable partnership, help and support, Dickensian 2025 would not have been possible. 

Ware Town Council 

Crackerjac 
Visit: crackerjac.com

Ware In Bloom 

French & Day Delicatessen