10 Ways Local Businesses Can Make the Most of Small Business Saturday

Small Business Saturday is just around the corner, offering local businesses a golden opportunity to attract new customers, increase sales, and highlight what makes them unique. With competition from big-box retailers and online giants like Amazon, it’s essential to prepare your marketing strategies early. Here are some updated ideas to help you make the most of this important shopping day.

What Is Small Business Saturday?

First launched by American Express in 2010, Small Business Saturday was designed to help local businesses compete against the mega Black Friday deals from large retailers. The event encourages people to "shop small" and support the businesses that enrich their local communities.

Here’s how you can use this day to your advantage:

1. Leverage the American Express Small Business Saturday Toolkit

American Express offers a free, customizable marketing toolkit designed for Small Business Saturday. You can download social media images, posters, and flyers to promote your participation. Make sure to customize them with your business details and share them across all platforms.

Link to get started: American Express Small Business Toolkit

2. Promote Early and Often

Start promoting your Small Business Saturday offers well ahead of the event. Make sure that all customer touchpoints—store windows, your website, and social media profiles—highlight that you're participating. Utilize email marketing to notify your subscribers about upcoming deals and special in-store events.

3. Maximize Social Media for Local Reach

Social media is a powerful tool to build buzz for Small Business Saturday. Here are a few platform-specific ideas:

• Facebook: Create an event that includes exclusive in-store offers. Share sneak peeks of sale items and encourage your followers to RSVP and share the event with their friends. A small budget for targeted ads to people within 15-20 miles of your location can go a long way.

• Instagram: Update your bio link to lead users to your sale page. Post stories and regular updates with previews of products. Use relevant hashtags like #SmallBusinessSaturday, #ShopLocal, and #ShopSmall to boost your visibility.

• TikTok: Create short, engaging videos that showcase your products, highlight special deals, or take viewers behind the scenes as you prep for Small Business Saturday. You can even partner with local influencers to spread the word to a wider audience. Use location-based hashtags to reach nearby customers and encourage followers to tag you when they visit your store.

• LinkedIn: If you’re a B2B business, use LinkedIn to reach out to local companies and invite them to check out your Small Business Saturday specials. Personal messages can stand out from regular advertisements.

These tailored approaches will help you connect with customers across platforms and drive local awareness for Small Business Saturday!

4. Collaborate with a Nonprofit

People are often in the giving spirit around the holidays. Partnering with a local nonprofit can make customers feel like their purchase is making a difference. Whether you donate a percentage of sales or host a charity event in-store, this collaboration can attract community members who are passionate about your cause.

Plus, it will help the nonprofit with their Giving Tuesday efforts!

5. Differentiate Yourself from Big Retailers

With so many local businesses participating, it’s essential to stand out. Consider running a fun promotion like a raffle or contest where customers win prizes. Offering exclusive in-store experiences, like demonstrations or workshops, can create a unique shopping experience that big retailers can’t replicate.

6. Partner with Neighboring Businesses

Teaming up with other local businesses can amplify your reach. You could create a scavenger hunt, where customers visit several stores for clues to win a grand prize. Or, bundle products or services with nearby complementary businesses to offer shoppers even more value.

7. Highlight the Benefits of Shopping Local

Don’t forget to remind your customers of the many benefits of shopping local, especially during the holidays. Some great points to emphasize include:

• No shipping delays: Customers can take their items home immediately, unlike online shopping.

• Unique finds: Local stores often carry unique or handcrafted products that can’t be found at big retailers.

• Supporting the community: Remind your shoppers that when they support local businesses, they’re supporting local jobs and helping the local economy thrive.

8. Improve the Shopper’s Experience

Consider how you can make shopping more enjoyable for your customers. Whether it’s hiring extra staff to provide personalized assistance, offering complimentary gift wrapping, or having refreshments in-store, creating a pleasant experience will encourage shoppers to stay longer and spend more.

To improve convenience, consider offering curbside pickup or other ways to get their items on a busy schedule.

9. Capture the Day for Social Media

On the day of the event, document the excitement! Take photos and post them to your social media accounts throughout the day to show off the buzz in your store. Encourage customers to check in on Facebook or tag you in their Instagram posts. Offering a small incentive for social shares can help increase your brand’s reach.

10. Build Your Email List

Don’t miss the opportunity to build your email list for future promotions. Whether you set up a sign-up form at checkout or offer a special incentive for subscribing, capturing those emails will help you stay connected with your customers after Small Business Saturday.

By planning ahead and executing these strategies, you’ll be well-prepared to take advantage of Small Business Saturday and help your business shine. This day is about more than just making sales—it's about celebrating the unique value your business brings to the community. Let’s make it a success together!

Until next time,
Rebecca Bertoldi