Numbering over 33 million across the country, small businesses account for 99% of all U.S. businesses.
Celebrated on the Saturday after Thanksgiving each year, Small Business Saturday encourages Americans to get out in their communities and support local businesses by shopping small and dining locally. The day helps strengthen local economies and retail stores’ bottom lines, which in turn promotes vibrant, diverse, and sustainable communities and infrastructure.
Small Business Saturday also reminds us that many small businesses rely on the holiday season to keep the lights on. In fact, 61% of small business owners say holiday revenue is a key factor in the success of their business. Luckily 87% of Americans plan on shopping during the four-day stretch between Black Friday and Cyber Monday—including Small Business Saturday on Nov. 30.
So, what can your business do to stand out on Small Business Saturday and throughout the holiday season? Here are some tips:
- Plan Ahead
Start planning your promotions and marketing strategies in advance. Consider special discounts, attending or hosting a local event, bundle offers, partnering with other local businesses, or exclusive products to attract customers.
American Express, the company that launched Small Business Saturday in 2010, is offering an assortment of free resources to help you get your business’ name get out in the community—social media posts, digital banners, printable posters, storefront signage, and more!
- Understand Your Customers
It’s crucial to understand the wants, needs, and interests of your customers.
Many shoppers seek out small businesses over larger chains for customized product offerings, hands-on service, individualized customer service, and other personal touches. In fact, 52% of consumers say they purchase from small businesses to find unique gifts or offerings that can’t be found at big retailers.
Consider implementing customer interviews, testimonials, and surveys to help gather this valuable feedback.
- Leverage Social Media
Use social media platforms to promote your participation in Small Business Saturday. Create engaging content, use relevant hashtags like #ShopSmall and #SmallBusinessSaturday, and encourage your followers to share their experiences.
A great way to build interest in advance of the holiday season is by hosting a social media giveaway. Not only do these easily shared contests help get the word out about your business’ holiday plans and products—they will organically build your social media following. On Small Business Saturday (and throughout the holiday season), invite customers to follow your account and tag friends in the giveaway post to be eligible for the prize!
- Collaborate With Other Local Businesses
If possible, consider partnering with neighboring businesses to create a cohesive shopping experience. Joint promotions, events, or cross-promotions can draw more customers to your area.
- Enhance Customer Experience
Ensure your store is welcoming and festive. Offer friendly greetings, refreshments, free samples, or giveaways to enhance the shopping experience and make it memorable for your customers.
- Engage With Your Community
Participate in local events or host your own. Whether it’s a small concert, a workshop, a community gathering, or weekly trivia night at your restaurant, engaging with your community can drive traffic to your business.
- Follow Up
After the event, follow up with your new customers. Send thank-you emails, offer post-event discounts, or invite them to join your loyalty program to keep them coming back.
By taking advantage of Small Business Saturday, not only will you boost your sales—you will also strengthen your connection with the community. Start planning now to make the most of this special day and holiday season!
