Drum up business

Meaning

To actively seek out and generate more commercial activity or customers.

Origin

The vivid image of a drum-beater vigorously attracting a crowd lies at the heart of "drum up business." For centuries, drums were not just instruments of war but powerful tools for communication and congregation. Town criers, military recruiters, and traveling merchants would literally beat drums to gather people, announce news, or draw attention to their wares. The loud, insistent rhythm demanded notice, compelling passersby to stop and listen, or perhaps, to buy. This forceful, attention-grabbing act of making noise to attract a crowd eventually evolved into the metaphorical "drumming up" of support, interest, or, specifically, commerce, embodying the energetic effort required to solicit trade.

Examples

After the slow season, the small boutique owner had to drum up business by hosting a special sidewalk sale.
The new marketing intern's primary task was to find creative ways to drum up business for the struggling startup.