Talking about the importance of the small businesses in our community to the crowd that reads this blog feels a lot like preaching to the choir. As small business owners, you understand the vital role you and your Main Street colleagues play in keeping communities alive and thriving.

Communities with a healthy and thriving small business district are the cities and towns that seem to be strong and growing. Those with a Main Street that’s boarded up seem to be withering away. Main Street represents the lifeblood of every city and town across the country.

Of course, you know that.

While it’s always a great time to support local small businesses, there is one day in particular when the spotlight shines on local retailers, salons, and restaurants like yours: Small Business Saturday.

While it’s always a great time to support local small businesses, there is one day in particular when the spotlight shines on local retailers, salons, and restaurants like yours: Small Business Saturday.

What Is the Purpose of Small Business Saturday?

Each year, there’s one day designed to put the focus on local small businesses rather than big box retailers. As you know, small businesses often struggle in competing with larger chains that can afford to have tighter profit margins and lower prices. 

On Small Business Saturday, local retailers attract hundreds of thousands of consumers who are getting a head start on their annual holiday shopping. They get the gifts they need, and entrepreneurs get the sales. Everybody wins!

Who Founded Small Business Saturday?

Small Business Saturday was founded by American Express (known for its personal and small business credit cards) in 2010. It was such a hit that the U.S. Senate passed a resolution in support of the day to shop local, and now every state participates.

Organizations can sign up as Neighborhood Champions and can set up events and activities on Small Business Saturday and throughout the year. Many shoppers deliberately do their shopping on this “holiday” as a way to not only support local businesses but also snag great deals.

When Is Small Business Saturday?

Every year, Small Business Saturday falls on the Saturday after Thanksgiving. This year, that’s November 30, 2024. 

Marketing Resources for Small Business Saturday

Start at AmEx’s Shop Small^® Resource Hub. There, you’ll find marketing materials for participating businesses, including storefront signage, printable signs, and social media posts.

You can also get your business on the Shop Small map so shoppers know you’re participating.

Some towns and cities also partner with the local Chamber of Commerce or Small Business Administration office with pop-up tents, giveaways, and promotions.

How Your Small Business Can Benefit from Small Business Saturday

There’s really no reason not to participate in Small Business Saturday since the goal is to support small businesses like yours! Whether your business is on the Main Street of your town or somewhere else, it’s a great opportunity to attract foot traffic as people hit local stores for Shop Small deals.

Tahara DeBarrows LMFT and owner of A Journey to Healing Counseling, a private therapy practice located in Connecticut, participates in Small Business Saturday, both for her business and for others.  

“On Small Business Saturday I promote my business using social media and highlight my services,” she explains. “I also support other small businesses by collaborating and sharing resources with others.” She has found collaborating and sharing to be very helpful to her business. 

“I have found it beneficial to participate in Small Business Saturday because I am able to attract new clients and build relationships with others in the same field as me,” she explains.

Tips for Success This Small Business Saturday

While American Express offers some resources, you’re really only limited to your own creativity on this special day.

If you use social media to promote your business, be sure to include hashtags like #ShopSmall and #SmallBusinessSaturday to get more attention.

Consider giving away samples of your products or holding a giveaway to bring in more customers. And promote whatever you’re doing on Small Business Saturday to your email list.

Prepare financially as well. Managing cash flow is especially important during this time of year, as sales and expenses can rise. Be sure to track your cash flow carefully and understand the difference between profit and cash flow.

Many small business also find it helpful to have financing ready, whether it’s to stock up on inventory or to absorb the higher labor costs of this season. Nav can help your business find the right small business loans based on your business data.

Finally, be sure to keep track of your business credit scores. It’s easy to let payments fall through the cracks when your to do list piles up; stay on top of your credit to keep it strong.

With Nav Prime, small business owners get the most comprehensive toolset to build business credit, track cash flow, and manage financial health. 

How Small Business Saturday Makes a Difference

Small Business Saturday reminds us all of how important small businesses are to the local economy. Even shoppers who normally frequent big box retailers may, if only for the day, opt to shop at boutiques and mom-and-pop restaurants. This surge in sales can get a business that’s otherwise struggling (especially through these COVID-19 times) through the holiday season.

Supporting Small Business at the Point of Checkout

Although you may be a small business owner, you’re also a consumer. You have choices regarding where you shop, what you buy, and whether or not you shop in the Main Street businesses where you live. May I suggest you spend a little of your hard-earned money on Saturday patronizing the small, locally-owned businesses in your community?

Avoid the chain restaurant on Saturday and visit (or DoorDash) the local restaurant down the street, shop at a local merchant, and don’t spend all your money at the big box store or online. 

There’s nothing wrong with the big box store, but it’s the local businesses that support the high school football team, the charity coat drives, and the local food pantries. Did you realize the support you and your small businesses peers give to local non-profit organizations is roughly 250% more than the support they get from large national chains? 

I get it. It’s hard to walk away from the big discounts offered on Black Friday or Cyber Monday to support local merchants. Yet, it just makes sense for small business owners to invest in the success of their small business peers by doing a percentage of their shopping with the locally-owned businesses in their local communities.

Patronizing Locally-Owned Small Businesses Keeps Money in Your Community

Something else you might already know, but is worth repeating, for every $100 you spend at a locally-owned business, $68 dollars gets recirculated in the community compared to only $43 if you shop at a national chain.

What’s more, independent businesses (businesses like yours) are where the jobs in our country are really created. Two out of every three net new jobs created in the United States are created in small businesses. And, roughly half of our friends and family work in those businesses. Spending money locally keeps profits local and strengthens the community with jobs and investment.

Tips for Small Business Saturday Success

What are some effective marketing strategies for Small Business Saturday?

Start planning now. Promote your Small Business Saturday deals early and often—at least two weeks before the event. Then remind your audience the day before and the day of. 

Use your social media accounts, email list, and/or website to spread the word. Remind your audience of what makes your business unique and why they should shop with you on this day.

Team up with other local businesses to create a shopping event. A popular example: join with other local businesses to offer a “passport” program where customers get stamps for visiting each store. The more stamps they collect, the bigger discount they earn. This encourages people to explore multiple shops in your area and can bring in new customers.

Make your in-store experience special on Small Business Saturday. For example, you may want to offer free snacks, hot drinks, or small gifts with purchase. Make it fun for shoppers to visit you in person instead of buying online. This helps create a festive atmosphere that can bring in other shoppers. 

How can I attract more customers on Small Business Saturday?

Offer exclusive deals or products. Create special discounts, bundle offers, or limited-edition items that are only available on Small Business Saturday. Give your customers a reason to shop on that specific day.

Leverage social media. Share behind-the-scenes posts of your preparations, sneak peeks of your special offers, or countdown posts leading up to the day. Encourage user generated content (UCG) by incentivizing customers to share your posts or use a special hashtag for a chance to win a prize.

Partner with a local charity. Think about donating a portion of your Small Business Saturday sales to a community organization. This can attract customers who want to support both local businesses and good causes. If you go this route, highlight it in your marketing and ask the non-profit to do the same.

Host an event. This is one of the best ways to bring business into a bricks and mortar location. Consider holding a workshop, demonstration, raffle, and/or serving refreshments. Again, try to make it fun for customers to visit in person. 

Whatever approaches you choose, promote your business through various channels like your website, email list, and local media to reach as many potential customers as possible.

What promotions or discounts work best for Small Business Saturday?

You know your customers best. That means you’ll want to draw on what you know they like, and the types of promotions that have worked well in the past. A few approaches to consider: 

Offer tiered discounts to encourage bigger purchases. For example, give 10% off purchases of $50 or more, 15% off $100 or more, and 20% off $150 or more. This strategy can motivate customers to spend more to reach the next discount level.

Create bundle deals that combine popular items. Put together packages of related products at a discounted price. This can increase your average transaction value and help customers discover new products they might like.

Use a “buy one, get one” promotion. Offer a free or discounted item when customers buy a full-price product. This works well for introducing new products or clearing out excess inventory.

Provide a free gift with purchase. Choose a small, useful item that complements your main products. Just make sure it doesn’t cut too deeply into profits.

Consider time-limited offers to create urgency. Run “early bird” specials for the first hour or two of the day, or have “flash sales” on specific items at set times. This can drive traffic at different times throughout the day, and create excitement.

How can social media help boost my business on Small Business Saturday?

If your business is active on social media, leverage those relationships to build your business on Small Business Saturday. 

Start by creating a content calendar for the weeks leading up to Small Business Saturday. Share posts that highlight your products, announce your special offers, and remind customers about the event. Use eye-catching images or short videos to grab attention as people scroll through their feeds.

Use location-based hashtags to reach local customers. Include tags like #ShopLocal [YourCity] or #SmallBusinessSaturday [YourState] in your posts. Some shoppers will be looking for local businesses to support, and that helps them find your business when they’re looking for local options.

Run a social media contest or giveaway. One way to approach this is to ask followers to share your post, tag friends, or post a photo with your product to enter. UGC can be a great way to increase your reach and engagement. 

Go live. Most platforms offer the option to go live. You can use that to give a behind the scenes tour, demo products, or even talk to store visitors (with their permission of course). It’s all part of making your audience feel like a part of your business. 

Monitor social media. If all goes well, you are going to be busy. Don’t forget to respond promptly to comments and messages on your social media accounts. This engagement can boost your visibility, and can make sure you don’t miss out on potential business. 

What are some common mistakes to avoid on Small Business Saturday?

Don’t wait until the last minute. Start planning your strategy, promotions, and inventory at least a month in advance. That will give you plenty of time to order stock, train your staff, and especially to promote your event effectively.

Avoid overpromising. You don’t want to run out of inventory or refreshments if things go better than planned. If you run out of a popular item, have a backup plan like rain checks or alternative offers. 

Don’t neglect your online presence. Even if you’re focused on in-store sales, many customers will check your website or social media before visiting. Keep your online information up-to-date with current hours, promotions, and product availability. (If your business is listed on Google maps, make sure your holiday hours are current.)

Avoid skimping on staff. You need to make sure you have enough people on hand to take care of customers and answer their questions. That also means you want to train them well. And you want to make sure staff knows how to show appreciation to your most loyal customers. 

Don’t make the day “one and done”. Small Business Saturday is a great opportunity to increase your email list or social media following. Put a system in place to capture customer information so you can reach out in the future.

By avoiding these mistakes, you can create a smoother, more successful Small Business Saturday experience for both you and your customers.