4 Ways to Have a Great Small Business Saturday
The national attention built around Small Business Saturday in November is a perfect marketing opportunity.
The busiest shopping season for small businesses now includes Small Business Saturday, says a post by the Small Business Administration about this year's event.
According to the SBA, the day was established by American Express in 2010 and is now co-sponsored by the SBA. It is meant to honor small businesses and everything they do for their communities.
Popularity of Small Business Saturday
72% of customers in a Constant Contact study of 5,000 said they would work harder to support small companies.
"We think it's great that people are going out of their way to shop small, and hope this year leads to the biggest outpouring of support of any Small Business Saturday to date," says a recent Constant Contact blog.
According to the American Express-sponsored 2021 Small Business Saturday Consumer Insights Survey, Americans spent an estimated $23.3 billion at independent stores and restaurants last Small Business Saturday. That's 18 percent more than the $19.8 billion spent on Small Business Saturday in 2020, the report says.
This is the day for small business owners to reach more clients, writes Jenna Emerick in a blog for digital marketing company Web FX.
Here are four ideas to help make your Small Business Saturday a big success this year:
Acknowledge the Day
Take advantage of the built-in publicity to draw more customers in on Small Business Saturday — create a special activity, event, or another type of promotion to mark the occasion.
Also, look at possible Small Business Saturday discounts you could offer, like a $5 off code or coupon or a small gift with any purchase over $50.
You could turn shoppers into repeat customers by offering those who make a purchase on Small Business Saturday a coupon redeemable on a 2023 purchase.
"Promotions don't have to mean offering steep discounts across the board, especially since the day is about customers supporting a local retailer," writes Inc. associate editor Anna Meyer in a post on the Inc. site.
Be Prepared
Retailers must prepare for Small Business Saturday crowds, especially if you're a brick-and-mortar retail business or restaurant, advises content strategist Jake Link in the Constant Contact blog.
Assign responsibilities to each employee after considering their strengths to avoid misunderstanding while your store is crowded with eager customers, says Link, former senior content manager at Constant Contact.
Find a Partner
A partnership with another business in your community (or anywhere) for Small Business Saturday could lead to new customers for both companies.
If you're a brick-and-mortar retail business, consider partnering with a nearby business or identify a small business whose products and services complement yours.
You and your Small Business Saturday partner could run a contest, with the winner receiving gift cards for each business. Other ideas include special discounts for customers shopping at both stores, product bundles, and sponsoring crossover events, suggests a Business News Daily article.
"This is a great way to build relationships with other small business owners in your area and strengthen your sense of community," writes Kiely Kuligowski in the post.
Think Long-Term
Look beyond your goal of booming single-day sales and focus on providing a positive experience to turn that Small Business Saturday shopper into a long-term customer, says Chris Ronzio, founder and CEO of software maker Trainual, in an Inc. blog.
Small Business Saturday is a fantastic chance to obtain the contact information of customers.
"Getting their names and social follows is critical as you need to stay in contact with these shoppers long after the Thanksgiving leftovers have all been eaten," writes Bob Phibbs on his Retail Doctor website.