Marking the holiday season each year, Small Business Saturday serves as a celebration of local businesses across the nation. Taking place on the fourth Saturday of November, Americans are encouraged to engage in local shopping, whether it’s online or in physical stores, showcasing their commitment to supporting small businesses.
For small business owners, this day presents a unique opportunity to connect with a larger customer base than at any other time of the year.
Let’s delve into the origins of Small Business Saturday and explore how you can leverage it to your advantage with eight straightforward strategies.
Originating on November 27, 2010, and sponsored by American Express, Small Business Saturday gained official recognition in 2011 with Senate approval. Since then, the government has continued to support this initiative, transforming it from a Massachusetts-based event into a national celebration of small businesses.
By 2013, local neighborhoods had joined in the festivities, and in 2014, American Express, the trademark holder, expanded its reach through social media, encouraging widespread participation. By 2015, Small Business Saturday had become an ingrained tradition for both businesses and consumers.
This special holiday has granted small businesses a platform to shine, while shoppers have developed a sense of community pride when supporting local establishments. In 2020 and 2021, SBS shoppers spent nearly $20 billion, and it’s projected that over 51% of Americans will support small businesses during Small Business Saturday 2024.
This year, Small Business Saturday falls on November 26. If you’re looking to participate, here are eight effective strategies to engage your customers:
Announce Your Participation
Highlight Your Local Connection
Offer a Special Promotion
Implement a Multifaceted Marketing Approach
Host a Contest
Collaborate with Neighboring Businesses
Prioritize Exceptional Customer Service
Increase Your Advertising Budget
Explore the ideas that excite you most, or continue reading to discover how to incorporate all these strategies into your SBS campaign.
Announce Your Participation
Capitalizing on the buzz surrounding Small Business Saturday and drawing local customers to your store or website, ensure they’re aware of your involvement. Here are a few ways to get the word out:
Share on social media using hashtags like #SmallBusinessSaturday and #ShopSmall
Update your website with relevant information
Sign up to be featured on the Shop Small map
Highlight Your Local Connection
Small businesses often have robust community ties. To promote your business in a way that reflects these connections, showcase how you actively participate in the community.
Share your story on your website and storefront, detailing your community involvement. For instance, you might highlight recent donations to local charities or team events at local parks.
This marketing approach not only taps into emotional appeal but also demonstrates your commitment to your customers, encouraging community support.
Offer a Special Promotion
Small Business Saturday is the perfect time to launch a promotion!
The community is excited to celebrate you, so show your appreciation through a special sale. This not only honors your customers but also draws in new ones. Spread the word about your upcoming promotion through:
Sharing on social media
Sending an email to subscribers
Creating a Google My Business Post
Writing a blog update
And more
For online stores, consider updating your website design with a banner announcing the promotion, such as a “25% OFF SITEWIDE” deal for all visitors.
Implement a Multifaceted Marketing Approach
While you may already be marketing your business, increase your efforts in the weeks leading up to SBS to reach as many potential customers as possible.
For example, take the lead on this promotion by:
Sharing on social media and hosting a giveaway to boost engagement
Creating a promotional email campaign to keep subscribers informed and excited
Launching an ad campaign with location targeting to reach potential shoppers in your area
Updating signage outside your store to inform local residents
Include essential details like promotional dates, special offers, and contact information in these strategies.
Host a Contest
Contests are an excellent way to draw customers to your store on Small Business Saturday.
Announce the contest on social media and encourage participation. Be sure to describe the prize to incentivize shoppers. For example, offer an entry for every $1 spent in your store.
This arrangement motivates customers to shop with the promise of a prize, such as a gift card, from your company. When brainstorming contest ideas, focus on those with easy entry and broad appeal.
Collaborate with Neighboring Businesses
If your storefront is adjacent to another small business, consider a partnership to promote both businesses together. You could even combine this strategy with hosting a contest.
Offer a giveaway that includes gift cards from both your business and the partnering company, for instance.
This approach helps both businesses reach more customers and increases the likelihood of acquiring new ones.
Prioritize Exceptional Customer Service
Ensure your team provides top-notch service on Small Business Saturday, even if you’re busy.
Running a small business allows you to forge personal connections with your customers, unlike large corporations. Express your gratitude for their support and address any questions they may have.
This shows your appreciation for their patronage. If you need assistance managing inquiries and purchases, especially from online users, consider investing in a chatbot. A chatbot, like those on Facebook, can provide quick answers to common questions, such as shipping times and return policies.
Increase Your Advertising Budget
Investing in ads is one of the best Small Business Saturday strategies, as it raises brand awareness among potential customers before the big day.
Pay-Per-Click (PPC) ads on social media and search engines notify customers that Small Business Saturday is approaching. Use these ads to promote any special offers you have to attract customers to your store.
Additionally, leverage location targeting to limit your advertisements to your most valuable clients.
WebFX is well-versed in the significance of Small Business Saturday, specializing in digital marketing for small to mid-sized businesses and offering all the resources needed to help your business stand out.
In the past five years, we’ve assisted our clients in managing over 14.9 million transactions using strategies such as SEO services, social media marketing, PPC advertising, and more.
Learn more about expanding your small business with our award-winning team by contacting us online today!
