4 minute read
*Editor's note: This article was updated on November 16, 2023, from its original publish date of November 25, 2019.
Small Business Saturday® is November 25, 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.
Since its founding by American Express in 2010, Small Business Saturday has evolved into an annual holiday shopping tradition. It is now part of a global Shop Small® movement dedicated to supporting all kinds of small businesses—including yours.
Small Business Saturday makes a significant impact on consumer shopping and spending habits. In fact in 2022, consumers spent $17.9 billion during Small Business Saturday.
This year's Small Business Saturday is an excellent opportunity to connect with these local-minded customers. Mark your calendars and follow these six marketing tips for Small Business Saturday to help you promote your business.
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 on the rise, 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 ideas for offers that help you stand out over your competition:
- Buy one get one free deal
- Free gift with purchase
- In-store raffles or giveaways
- Discounts for providing contact information
- Future discounts for services or appointments booked on the day
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. 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.
5. 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 $2,076.51 billion by 2027. Taking even a fraction of that could be a big business boost for you.
6. 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.
Whether you act on one tip or all six, 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. 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?
