Start the holiday shopping season on the right foot
Consumers have shown increasing support for small businesses in recent years, particularly during the holiday season. Over 70% of consumers say they intentionally go out of their way to support a local small business, and will even spend more money in doing so.
It's clear why the Shop Small® Movement is something revered by both small business owners and consumers — and why tens of millions of shoppers plan to support Small Business Saturday® this year.
How can you make the most of the day? Read on to learn seven marketing tips to ensure your Small Business Saturday is a successful start to the biggest shopping season of the year.
What is Small Business Saturday?
The brainchild of American Express, the first Small Business Saturday — which was essentially a marketing campaign — was celebrated in 2010. Its goal was to put small businesses that were struggling through the recession in the spotlight, by encouraging shoppers to spend at local establishments over national chains.
It has turned into so much more than a hashtag: Just one year later, the U.S. Small Business Administration (SBA) cosponsored the initiative. The Canadian Federation of Independent Business (CFIB) champions the movement as well. Now, the SBA- and CFIB-backed day generates billions for independent shops and restaurants. In the same way that Black Friday is a staple of the holiday season, Small Business Saturday, too, has become a tradition as custom as office gift swaps and neighborhood cookie exchanges.
And just like the snickerdoodles and peanut butter blossoms those cookie swaps yield, there are some tempting benefits for consumers who shop small. They don't just do it in support of the small business movement. They get something too — be it a discount, free service, physical goods, giveaway entries or some other promotional perk — and will make a point to seek out small businesses offering such on Small Business Saturday. If you participate, you're more likely to capture those folks on a mission who may not be regular customers (yet).
Who is Small Business Saturday for?
Don't read too much into the “Shop Small” tagline: Small Business Saturday honors industries beyond retail, including restaurants, cafes, bars and other service businesses — like salons and groomers. The threshold for participation is quite generous. By the official Amex definition, you must have at least one but no more than 25 locations (for brick-and-mortar businesses) and have no more than $5M in American Express annual charge volume.
Is your business online only? That's ok — there's a category for you too!
While Small Business Saturday is an Amex-sponsored movement, there's no requirement to be a cardholder to participate as a consumer. But, American Express does frequently hold promotions that reward its members for supporting small businesses.
Since its founding in 2010, Small Business Saturday has evolved into an annual holiday shopping tradition and businesses aiming to exceed sales expectations are planning their strategies now. That means focused attention on driving customers into your store and to your website — or a mix of both.
How can my business participate in Small Business Saturday?
Let's start by putting your business on the map — literally.
The Shop Small Map helps American consumers get information about the local businesses they already love, plus discover new favorites. Think of it like a Google or Yelp listing, with your address, contact info, website, social media handles and more.
To qualify for a listing on the Shop Small Map, you do need to be an American Express Card-accepting merchant with locations in the US. Fortunately, when you use the right credit card processing tools, it's easy to accept not only Amex cards, but also digital wallets, gift cards, ACH payments and all of the other ways your customers want to pay.
So how can you make the most of this special day? Try these marketing tips to help you promote your business and rake in sales for a spectacular start to the busy holiday shopping season.
Seven Small Business Saturday marketing tips
To get you started, American Express and the CFIB offer free, printable marketing materials that help remind customers to shop small. And if you’ve ever stressed about designing your own graphics, breathe easy: Amex and the CFIB provide free social media, web banner and poster imagery.
Now that you’ve got your official materials, here are seven Small Business Saturday marketing tips that will make a big difference to your bottom line.
1. Prepare your ecommerce site
While Small Business Saturday began with an emphasis on in-store shopping, it quickly expanded to include ecommerce and online sales.
This year, don't overlook the opportunity to increase your ecommerce sales during Small Business Saturday by making sure that your online storefront is ready and that you've optimized your checkout.
2. Embrace omnichannel shopping
Omnichannel shopping is the preferred experience, as customers want to choose where they buy their goods and services — and how they receive those items. By enabling omnichannel shopping, you can deliver that experience seamlessly.
Buying online and picking up in store is one of the most popular omnichannel shopping expectations. To meet this need, give your customers the choice of having their items shipped to their home or picking them up in store. They'll appreciate the option that works best for them, and you'll have created a seamless customer experience that'll keep them coming back.
3. Offer deals and promotions
It shouldn't be a surprise that your customers will be looking for Small Business Saturday deals. Use this time to offer a specific Small Business Saturday promotion, and consider some of the following sale ideas to help you stand out from your competition:
- Buy one get one free deal
- Free gift with purchase
- In-store raffles or giveaways
- Future discounts for services or appointments booked on the day
- Mark down specific categories or collections, instead of a blanket discount off your entire store
- Discounts for providing contact information, such as providing a discount code or coupon only after they have signed up for your newsletter
No matter what you offer, Small Business Saturday deals are a great way to attract new customers and maintain your trusted and positive relationships with existing ones.
4. Host a Small Business Saturday event
Saturday is the big day for small businesses to shine, and an excuse to create an extra memorable event. There are plenty of events your small business can host this Small Business Saturday.
Hold a character meet and greet: Families have lots of opportunities to meet Santa, so consider hosting a different winter-themed character, like Buddy the Elf, the Grinch or Elsa.
- Provide free gift wrapping, or partner with a local non-profit for a donation-based wrapping station.
- Create a photobooth: Remind visitors to tag your business and #ShopSmall and #SmallBizSat when they post.
- Showcase live music, like a local singer-songwriter or college acapella group.
- If space allows, create a kid-friendly area with designated staff to watch kiddos while parents shop or receive services.
5. Identify your best promotional channels
For every company that attracts customers through million-dollar advertising campaigns, there's a small business that draws them in with a local digital marketing campaign.
First, make sure your Google My Business page is up-to-date with your hours, location and contact information. Google can increase your visibility from searches that reference your business name, product or service, or even “near me" results. You can also get discovered more frequently by setting up local search ads.
And don't forget about social media. Make sure you're actively engaging with your customers on your key social media channels well ahead of Small Business Saturday using the #ShopSmall and #SmallBusinessSaturday hashtags to have a broader reach beyond your profile.
Of course, there's always a direct line of communication to your established customers through your email marketing list. Put together a campaign in the lead-up to the holidays and promote your Small Business Saturday deals and discounts to drive foot and website traffic on the day.
In addition to digital channels, you can also draw in passersby with chalkboard sidewalk signs, seasonal decorations and window displays that promote Small Business Saturday. Order window clings, open/closed signs and I SHOPPED SMALL stickers customers can wear with pride.
6. Stock up on gift cards
For many businesses, the holiday season is when they make their money. But even if it's not your most important sales day of the year, you should be fully stocked for Small Business Saturday and beyond — and that includes gift cards.
For your small business, gift cards are an opportunity to make an easy sale, bring in new customers and even increase your average transaction value. According to data from Allied Market Research, the global gift card market is projected to reach over $2,290.7 billion by 2034. Taking even a fraction of that could be a big business boost for you.
7. Work with other local businesses or governments
Many local chambers of commerce help promote Small Business Saturday with activities that bring people and small businesses together for the day. Think block parties, scavenger hunts and contests that elevate the typical shopping experience.
On the other hand, if your town isn't participating in local Small Business Saturday initiatives, consider collaborating with other businesses or charities in your neighborhood to work together on marketing campaigns. That way, you can all benefit without taking on all the expenses alone.
Stay top of mind and keep up the momentum of Small Business Saturday
Whether you act on one tip or all seven, make the most of this Small Business Saturday. Be proactive and drive the communal rush through your doors with smart marketing that engages customers before, during and after the sale — online, in store or both.
After the weekend wraps, send an email blast to everyone who shopped or dined with you, thanking them for their support of your small business. Stress your gratitude for their choice to shop small, and encourage them to continue doing so throughout the year.
Let us help you prepare with our full suite of customer engagement capabilities that can help you drive sales and build long-term relationships. Small Business Saturday will be here before you know it. Will you be ready?
Help ensure your Small Business Saturday — and every day after — is a success