This year’s “Heimat shoppen” campaign days, organized by the Chamber of Industry and Commerce (IHK), will take place on Friday and Saturday, September 11 and 12, 2026. Since the initiative has already been successfully carried out in Idar-Oberstein for several years, retailers, service providers, and restaurant owners are once again inviting residents to shop at local businesses run by neighbors and friends.
"The aim of this campaign is to raise customer awareness of the importance of local retailers, restaurateurs and service providers. After all, they all make an important contribution to creating a better quality of life and identity in local communities. With the campaign, the initiators want to draw attention to the variety of goods and services on offer locally. The highlight of the initiative is the campaign days, which always take place on the second weekend in September.
The “Heimat shoppen” image campaign aims to raise the profile of and support the many small, owner-operated retailers, service providers, and restaurant owners—without whom, in many cases, vibrant town centers would no longer exist. Regional diversity and personalized service are what make town centers thrive. After all, these businesses are more than just “service providers”; they are also employers, trainers, urban planners, event managers, and supporters of local organizations. Through their purchasing behavior, customers therefore have a direct influence on their immediate surroundings and help preserve attractive and vibrant downtowns and town centers. “Heimat shoppen” promotes a focus on service orientation and the experiential aspect, while also highlighting the retail sector’s capabilities. Many people are once again seeking out interactions with others in city centers; they want to have a good time, find reasons to shop in welcoming stores, and, above all, receive advice from friendly sales staff who are attentive to their needs. Whenever possible, customers should be made aware of the impact of their purchasing decisions.
To make the objectives of the project more transparent, "6 good reasons" were also defined to illustrate the different facets of the campaign: "Heimat shoppen" strengthens your community / reduces the environmental impact / makes your community worth living in / secures jobs and training / supports events, clubs and initiatives / means shopping with neighbors and friends.
During the promotional days on September 11 and 12, retailers—along with many service providers and restaurants—will come together under the umbrella brand “Heimat shoppen.” This makes the event the largest promotional campaign for local brick-and-mortar retailers in Germany, and it aims to highlight the diversity of local businesses.