Significance of Small Business Saturday, an Annual Shopping Holiday

Small businesses are essential in the local and national economies. This is why American Express created Small Business Saturday, a campaign to encourage people to “Shop Small” throughout the year and during the holidays. Customers can use the Shop Small Map, which maps out participating merchants across the US, to show their support for small businesses in their communities.

Here is everything you need to register for American Express’s Shop Small Map for this year’s Small Business Saturday (November 30, 2024).

What is Small Business Saturday?

Consumers are urged to shop at local small businesses on Small Business Saturday, an annual “shopping holiday” that falls between Black Friday and Cyber Monday.

This day, which is co-sponsored by the U.S. Small Business Administration and sponsored by American Express, gives small businesses across the country a chance to boost their visibility at the beginning of the holiday shopping season. Not only can businesses profit from Small Business Saturday, but consumers may also explore the distinctive goods and services provided by nearby stores and take advantage of special specials offered by numerous stores. By encouraging local companies and community members to participate in the day, communities, corporations, and even government representatives can become involved as well.

Since 2010, customers have reported spending an estimated $201 billion at small businesses on Small Business Saturday, according to data from American Express. The increased spending helps the national, state, and local economies in addition to supporting individual small businesses.

Why register or sign up for Small Business Saturday?

An excellent strategy for increasing visibility is Small Business Saturday, particularly in the run-up to the holidays. You and your small business can benefit greatly from signing up for the following reasons:

You can reach a larger customer base and raise awareness of the business you run.

By taking part in Small Business Saturday, you may literally put your business on the map and attract more clients during the holiday season.

During the Small Business Saturday advertising period, American Express also contacts a few chosen businesses to highlight them in social media and video content related to the shopping holiday. AmEx’s huge client base presents another chance to broaden your reach.

It helps generate e-commerce sales.

Although Small Business Saturday was first created to highlight local businesses, it can also assist small retailers in growing their national footprint, especially as e-commerce sales continue to rise. Your business will reach a larger audience for any online sales or promotions you may be conducting for the holidays if you place it on the Shop Small map and take part in Small Business Saturday marketing campaigns.

It’s free

Listing your business on the Shop Small map is free of charge. Registering will give you an advantage this holiday season without spending extra money on promotion and marketing, which is a significant benefit for small businesses looking to maximize their revenue.

Ways to Participate in Small Business Saturday

Are you looking for additional ways to participate in Small Business Saturday? Here are a few ideas to get you going.

Host an event

Getting in front of potential customers in your town is one of the most important ways to participate in Small Business Saturday, whether you host your own event, collaborate with another nearby company in a related field, or go to a larger event hosted by a business alliance.

One of the strongest strategies to increase sales and attract new clients is still word-of-mouth and referrals. Thus, plan an in-person or online event, promote it to your most dedicated customers, and provide an amazing experience. Make advance plans for any extra staffing, inventory, or other resources you might require for your event (or the days before it).

Offer discounted or exclusive products/services.

Many consumers associate “Small Business Saturday” with “deals.” Profit from this by establishing store-wide sales, discounting bundled products and services at a reduced price or even developing special deals for the day.

Think about the coupons or special deals you want to highlight and start promoting them as you get ready for events, merchandise, displays, and other products. However, when drafting the agreement, make sure it is a wise financial choice that won’t cost your business money.

Emphasize your small business identity.

The purpose of Small Business Saturday is to encourage the community to support small businesses like yours. This holiday season, emphasize your status as a small business. Make it the focal point of your business by telling the story of what motivated you to start it through all of your marketing platforms, including your physical store, if relevant.

This Giving Season, remind your community members of the positive effects your product or service has had on your community and the charitable work you have done. Stress how your small business offers superior goods and services despite being different from large-scale companies.

Display other small businesses.

Along with concentrating on your own business, think about promoting other small businesses that your clients might find useful. In addition to strengthening the small business community in your area, this can result in relationships that benefit both parties.

Showcase business cards or products from other Main Street businesses if you own a physical store. Online businesses can also participate by sharing the experiences of other small businesses in your industry or area or by reposting information about Shop Small events hosted by other small businesses.

Maximizing exposure through Small Business Saturday

This Small Business Saturday, make sure your business is seen by as many people as possible by following these tips.

Update your website and online listings.

Make sure your website and online listings are current, and register for the Small Business Saturday directory. Verify the accuracy of all the information on your website, social media accounts, and online platforms like Google and Yelp, particularly the location, hours, and products of your store.

Be ready to reply promptly to inquiries remarks comments on your seasonal offerings and your business in general on your website or social media accounts after you’ve updated your listings and website. You can also create a frequently asked questions page on your website, post it on social media, and update it with any new products you may have on Small Business Saturday.

Start an email campaign.

For the approaching holiday, make use of your digital mailing list through email marketing. Create a series of emails before Small Business Saturday that include information about your business, any discounts or special deals, and what clients may anticipate when they purchase with you.

Try to send out the first email announcing your involvement in the holiday as soon as you can, then one a week before, and finally one or two days before the big day. This guarantees that your business is constantly at the forefront of the minds and inboxes of potential clients.

Collaborate with local organizations.

Create relationships with nearby stores to promote both your and their businesses. For your Shop Small event, join local business associations or collaborate with businesses in related industries, such as a bakery and bookstore or a brewery and restaurant. Cities with thriving Main Street business districts frequently organize cooperative activities, such as community-wide small business scavenger hunts.

You might also think about giving a portion a percentage of the money you make from your Shop Small event. Give back to nearby schools or other community organizations, or get in touch with nonprofits whose missions coincide with your own.

Make use of traditional media and social platforms.

Both traditional and social media exposure can aid in promoting your business and your Shop Small event. Reaching a wider audience through local press coverage in newspapers, websites, and other media is highly recommended. Never hesitate to get in touch with local radio and podcast hosts, journalists, and other media professionals.

If you don’t have a brick-and-mortar shop, social media can help you reach more people in your target market. To reach a wider audience, think about publishing a variety of content in the weeks before Small Business Saturday. Create gift guides, offer product usage tips, or gather client testimonials to add variety to your regular content and establish a genuine connection with your audience.

American Express has made several free marketing resources available in advance of Small Business Saturday, such as ready-made social media posts and printable posters.

Innovative strategies to advertise your Shop Small event

A few strategies to generate excitement for your Shop Small event are as follows:

• Give a preview to the public. Share promotional images, behind-the-scenes videos, and sneak peeks at any upcoming sales.
• Make use of branded hashtags. Use branded hashtags on your social media postings to get the proper people to see them. You can use well-known hashtags like #smallbusinesssaturday, #shopsmall, or #shoplocal, or you can create a hashtag specifically for your company.
• Run specials and giveaways before the event. Take advantage of early access tickets, product giveaways, and specials to make the most of the days leading up to Small Business Saturday.
• Team up with influencers and local companies. Reach out to local influencers who can relate to your target audience, or work with other Main Street merchants to create interesting short-form videos.

How to use Small Business Saturday to increase foot traffic to your store

Use these tips if you’re doing a Small Business Saturday event in person to entice attendees to visit and shop.

Get your physical store ready.

Stock up on your best-selling products in advance if your business has a physical store to make sure your supply can keep up with demand. You might also think about hiring more staff during this time to assist clients in finding what they need, respond to inquiries, and get to know the people who run your company.

If you are the only owner of your business, use productivity applications or make to-do lists to help you keep organized and focused. Create an email sign-up form at the register as well to grow your mailing list and, ideally, convert one-time customers into loyal ones.

Personalize experiences

Consumers love personalized and distinctive shopping experiences. Customers should always have a satisfying, customized experience, from the moment they walk into your business to the packaging of the product they purchase. Think about teaching your staff how to provide excellent customer service, including tailoring their methods to each person who enters the store or makes an online transaction.

Increase your sales and/or hours.

Extending your hours on a weekend will help your business get as much exposure as possible because your clients’ personal and professional schedules can differ, especially during the busy holiday season. Customers want flexibility, so you may maximize their experience by opening earlier, closing later, and extending sales. Increasing the number of interaction options, such as online or mobile app shopping, can also encourage more customers to buy.

Show appreciation for your customers.

Although expressing gratitude to customers should be a regular part of your business practices, going above and beyond may make a big difference, particularly during the holiday shopping season. With every purchase, think of giving away free branded merchandise, future-use coupons, or a thank-you note (or video). You can even give away free products or services to customers who spend more than a specific amount of money.

Remember the potential of online marketing while expressing gratitude to customers. To encourage your audience to keep purchasing locally, you can highlight customers on social media by publishing “shout-outs” or user-generated content, such as reposting purchases from your business.

Capitalizing on your Small Business Saturday momentum

Throughout the holiday season, your Small Business Saturday event can act as a catalyst for ongoing sales and client interaction. Utilizing data analytics technologies to track the results of your work, from social media activity to real in-store sales figures. You can use this information to identify what aspects of your business performed well and what you can change for the upcoming year.

Second, express gratitude to both current and potential clients for their support of your business. Think about including some images and stories from the day as well. For example, you could mention in your message the financial impact if a percentage of sales was donated to a nearby charity. To generate more enthusiasm, give advance notice if you intend to hold any extra events or promotions through the end of the year.

Finally, give customers credit if they take the time to write a review. Thank your consumers for any nice reviews they may have left, and address any concerns raised in negative reviews. This demonstrates your commitment to giving customers a satisfying experience, and you might even win over a dissatisfied customer to become a loyal client.