Small Business Saturday offers a once-in-a-year opportunity for small business owners to increase sales and build strong customer relationships. 

Sheri Long is the owner of Sugar and Spice, a Las Vegas-based business that makes and packages boxes of gourmet chocolate peanut butter balls, while also serving as a workforce development site for young adults who have aged out of the foster youth system or those with autism and developmental disabilities.

Small Business Saturday is the only retail event her business still participates in. Why? Because it works. 

“I feel an outpouring of support from those that purchase from me knowing that they are choosing my business over larger conglomerates or global online purchasing,” she says. She’s found that Small Business Saturday attracts customers who want to spend their money locally, and as a result, “I have made more profit than any other attended retail events”. 

She is not alone. For many independent businesses, Small Business Saturday is a big deal. 

“There aren’t many times when the entire US media, corporate America, and those in government are all telling people to buy from businesses that look like yours,” says SCORE Mentor Christopher Jacob. 

“Make sure you are prepared to take advantage of this potential sales tailwind, and to use it as a launchpad for continuing to sell to those new customers in the months ahead,” he advises.

Here’s what you need to know about how this popular annual event can benefit your small business. 

What Is Small Business Saturday?

Small Business Saturday was founded by American Express in 2010 as part of their Shop Small movement to help promote shopping at small businesses and now serves as an extremely important day for small businesses across the United States. 

Small Business Saturday falls on the Saturday after Thanksgiving each year and often serves as sort of the kickoff for holiday shopping across the U.S. For 2024 Small Business Saturday falls on November 30th.

Why Small Business Saturday Matters to Local Businesses

Small Business Saturday is a very important day for small businesses as it brings in a lot of revenue, kicks off the holiday season, and helps connect people with their local small businesses. Many people don’t realize how much money Small Business Saturday generates for local economies; in 2022, for example, Small Business Saturday generated roughly $17.9 billion in sales across the U.S.

“The fourth quarter is a make-or-break moment for small businesses,” says Rickey Leathers Jr., senior small business services consultant with Missouri Small Business Development Center (MO SBDC) at UMKC. 

“Historically, people open their wallets wide, with holiday spending in the U.S. hitting around $1 trillion,” he observes. “For small businesses, it’s not just a chance to increase revenue; it’s a golden opportunity to make a lasting impression” and bring in new customers that could become repeat customers. 

“Sure, small businesses are competing with the big players,” he adds, “but this is their moment to stand out! They can tap into their local appeal, showcase what sets them apart, and remind customers why shopping small matters.”

While small business owners may have limited marketing budgets, “any opportunity for a small business to be recognized is an opportunity I recommend be grabbed with enthusiasm,” says SCORE mentor/subject matter expert Jami Goldstene. “With the holidays upon us, small business owners must do all they can to stand out from the big box stores and Amazon if they want to take advantage of holiday shopping,” she says. 

How to Prepare Your Business for Small Business Saturday 2024

“Begin planning now,” recommends Rita Mitchell, center director of the Mississippi Small Business Development Center. 

Preparing your business for Small Business Saturday in 2024 starts with making sure your business is registered as a small business, getting on the American Express small business map, requesting free marketing material from American Express, defining your goals for Small Business Saturday, and creating/getting any additional marketing and promotional materials you need. 

“First impressions are everything!” says Leathers. “If you’re gearing up to attract more customers during the holiday season, make sure you’re putting your best foot forward. This means fully stocked shelves, a strong selection, adequate staffing, top-notch customer service, and a great presentation. You want to be ready to wow your customers from the moment they walk in,” he advises. 

“Have enough products for Small Business Saturday,” advises Ernise A. Cummings, a SCORE mentor and founder and CEO of Secret Miracles, Inc., a career development and mentoring organization. Small business owners may underestimate demand for opportunities to shop locally. “If you don’t have sufficient products or services people want, you may lose some good future business,” she says. 

At the same time, Cummings doesn’t recommend participating if you aren’t prepared. “It is better to wait until you are prepared instead of trying to wing it,” she advises. 

Free Marketing Resources for Small Business Saturday

Small business owners always have a million things to do, which is why American Express helps them get ready for Small Business Saturday by providing free marketing material. Simply go to their website to download social media posts (general, retail focused, dining focused, or beauty focused). You can also order free signs, window decals, tip trays, and more. 

These “materials are really helpful to small businesses without a PR department”, says Cheri Bales, a certified mentor SCORE Southwest MI and owner of Hannah Gold Communications LLC.

And don’t forget to add/update your business to the Shop Small map. 

“Begin early to receive all credentials and materials, such as flyers, ads, window stickers and buttons” Mitchell recommends. 

Goldstene also recommends business owners also consider PR opportunities. “Reach out to local news outlets if you think you offer a unique product or service that is newsworthy. Local news stations, especially television, are always looking for local content,” she notes.

While independent retailers often participate in Small Business Saturday, any small business can get involved, whether it’s a restaurant, salon or an e-commerce store.

Maximize Foot Traffic and Online Sales

Connect with other local businesses, through your Chamber of Commerce, SBA Resource Partner (including SBDCs or SCORE chapters), or Main Street America’s Neighborhood Champions. Partnerships can be a great way to increase your visibility without spending a lot of money. 

Lizz Smoak is a branding specialist, SCORE mentor and Savannah SCORE Chapter Chairman who encourages small business owners to take advantage of Small Business Saturday to “boost visibility in their community, attract new customers, and strengthen relationships with existing ones.

She describes how one of her clients found success by collaborating with other nearby businesses. “They created a shopping ‘passport’ that encouraged customers to visit multiple stores for special discounts and prizes, which increased foot traffic for everyone involved,” she says.

Another success story was a bakery that she says “ran a limited-edition product promotion specifically for that day, personalized fall cookies for children, along with a dough ornament crafting table which attracted new families who have since become regulars.” It was very successful. “The increased visibility and sense of community around Small Business Saturday helped both businesses build lasting relationships and boost their long-term revenue.”

When customers do walk through the door (or click on your website), make sure you are set up to accept a variety of payment methods, says Certified SCORE Mentor Kari Walter, noting that “some customers today don’t carry cash and don’t even carry credit cards.” Being able to accept Apple Pay, Google Pay, Venmo and Cash App can increase sales. 

Make sure to make customers feel welcome. “Be positive and friendly—convey why you believe in your product,” advises Walter.

Be careful about pricing. “My biggest caution is not to play the who can give the biggest discount game,” warns Jacob. “Usually all that results in is selling inventory or services at a loss.” He warns that customers may expect a similar discount in future, and low pricing can affect the “perception of your brand and offerings”.

Engage Your Community for Small Business Saturday

Long says she’s found that “people like to spend when they know they are ‘helping’ in some way.” Don’t be afraid to let customers know you’re a small business and that their purchases make a difference. 

And have fun. 

“I’m a big fan of the shopping experience,” says Smoak. “Inviting other makers or artisans that complement your shop adds interest and excitement. If you’re on the streets of Miami, perhaps someone cutting and serving fresh coconuts for coconut water, a live guitarist, a face painter for kids while parents shop, a fall photo booth or partnering with a local caterer to serve up fall desserts or soup cups,” she suggests. 

Partnering with other local businesses can make the day more fun, and more successful. 

Mitchell also recommends business owners get together with other businesses to make the day an event. 

“Gathering group/area/shopping center cooperation with a Small Business Saturday Passport Game to include prizes, treats, and specials has worked the best, featuring the newest businesses most prominently,” she says.

“Share anything you can from (Small Business Saturday) resources,” suggests Bales. “Comment, tag, like, follow, any way you can because it benefits you to widen your circle of influence.”

How to Keep the Momentum Going After Small Business Saturday

Small Business Saturday is just one day of the year. While it is an important day, small business owners need to have a strategy to maximize the momentum they gained from it to keep their business going strong the other 364 days of the year. 

Leverage Small Business Saturday as part of your long-term marketing strategy. “Aside from funeral homes or wedding vendors, no business thrives on one-time transactions!” warns Leathers. “A customer becomes far more valuable when they return again and again. Be strategic about building long-term relationships.”

There are many ways to keep the momentum going, and every business owner will find what works best for their business. Here are some ways to do that: 

Collect reviews and testimonials

During Small Business Saturday try, encourage customers to write reviews and testimonials for your business, and respond to those that do spend money with your business. (Customer reviews may even impact certain business credit scores.) 

Plan post-event promotions 

While Small Business Saturday only lasts a day, the holidays will be right around the corner, so plan out a promotion you can start telling people about on Small Business Saturday. It might be a week of special offers, giveaways, or in-store events.  

“Emphasize the entire week of Thanksgiving forward” Mitchell says. Whether it’s Black Friday or Cyber Monday, the entire holiday shopping season is critical to many businesses. 

Stay connected to customers

Collect customer contact information. Email marketing can help you stay in touch with customers and learn what they are interested in (based on A/B split testing, open rates, click rates, etc). SMS text marketing can also be effective with some audiences. 

Social media marketing offers another opportunity to connect. Inviting shoppers to follow your Facebook, Instagram, TikTok, Pinterest, Threads, and/or X account can also be a great way to keep the momentum going. Use hashtags like #smallbusinesssaturday #shopsmall #shoplocal #smallbusiness #smallbusinessowner and #supportsmallbusiness. 

When it comes to social media, be consistent. More followers can lead to more engagement, which can help your posts reach more potential customers while also keeping your business in front of existing customers.

Social media takeovers can be a fun way to collaborate, she says. “Collaborate with neighboring small businesses on platforms like Instagram and Facebook to promote one another and create buzz.” 

Leathers recommends business owners create a way to reach out to customers, whether through email or SMS. “ Use the holiday season not just to increase sales, but to grow your contact list,” he says. “And don’t forget: structure your offers in a way that incentivizes a return visit!

A business mentor can help you fill in gaps in your marketing strategy. “My biggest tip is don’t try and be the expert in all things” says Jacob. “Focus on what you are good at, and seek trusted counsel to fill in the gaps.”

As a former boutique owner, Smoak says that “Small Business Saturday is not just a sales event; it’s a chance to strengthen community ties, build customer relationships, and create long-term growth.”

“A lasting effect is building a network of small business owners willing and excited to collaborate on special events, sales, and projects that can make an often lonely job more fun and fulfilling,” she adds. 

How Nav Can Help You Grow Beyond Small Business Saturday

Nav can help your business with tools and resources to help your business grow. One of the best ways you can prepare your business for the holidays, for example, is to make sure you have access to a small business line of credit and a small business credit card. Both can help with last-minute purchases and to smooth out cash flow. 

Nav can help you find the best small business credit cards and view your top financial options based on your business data.

Nav can also help you build, manage and monitor your business credit to help your business can access more financing options, along with better terms from suppliers. 

Frequently Asked Questions About Small Business Saturday

What is the meaning of Shop Small?

Shop small is a reference to Small Business Saturday and encourages individuals to not only participate in Small Business Saturday but to also try and shop at small businesses year round.

Why Shop Small on Small Business Saturday?

Small business owners are consumers, too. You may be busy running your business that day, but consider shopping at local businesses yourself (or ask your friends and family to do so). 

What happens when you Shop Small?

Local small business owners not only live in the local community, but they also hire locals as their employees, and pay personal and business taxes in the state and local area. When you shop with a Main Street business, you are not only supporting the owner and their employees, but also the local community. For many entrepreneurs, your support means the world to them.