For many Americans, Thanksgiving is a time for delicious food, close family, and exciting football. But, if you’re in business, particularly the B2C (business to consumer) industry, you’re well aware that the two largest shopping days—Black Friday and Small Business Saturday—of the year occur in the days following the feast.
While Black Friday seems to be the most popular of the two, Small Business Saturday certainly holds its own. In fact, utilizing this day can be extremely beneficial for a local business and help to ensure that they end the year on a high note.
What is Small Business Saturday?
Small Business Saturday is an American shopping holiday that is held every year on the Saturday after Thanksgiving. Started in 2010 by American Express as a day to support the nation’s small, independently owned local businesses. Within the last eight years, this movement has steadily grown, and just last year, 108 million shoppers spent $12.9 billion in local stores (CNBC).
How can I make the most out of the day?
While utilizing Small Business Saturday as a retailer seems like a no-brainer, there’s no reason for other industries to count this day out. Independently owned businesses like real estate brokerages and insurance agencies can reap the benefits of this profitable day. It might just involve thinking outside of the box! Below are a few different ways to maximize your Small Business Saturday marketing efforts, regardless of the services or products that you offer.
Team up with other businesses
Local businesses must stick together, and there’s no better day to do such than Small Business Saturday. If you’re racking your brain for connections, contact your local Chamber of Commerce to find another business to partner with. Consider offering coupons at each location that promotes each other’s services. This can help generate mutually beneficial support throughout your neighborhood.
Host an event
Don’t let the idea of hosting an event scare you! We’re not suggesting anything elaborate, oftentimes just setting up a table on your sidewalk will do the trick. Whether you partner with another business or go solo, be sure to include activities that will attract customers to your table. Having an array of refreshments and games will appeal to passersby. Don’t forget to bust out your marketing materials!
Utilize social media
Use your platforms—Facebook, Instagram, and Twitter—to start stirring up excitement about Small Business Saturday. Let your audience know what your business is doing for the day, and utilize appropriate hashtags. You can also host a contest or giveaway in the weeks leading up to the day. Keep in mind that putting money behind a post or a campaign will help to increase your reach and garner more engagement.
Increase your email marketing tactics
Oftentimes, emailing your prospects and customers is the best way to get the word out about something. Take your email marketing tactics to the next level, and run a campaign centered around Small Business Saturday. Spruce up your design and copy, and be sure to include information regarding the deals and promotions that you’ll be running. Remember—our inboxes are flooded during the holidays, so it’s best to schedule your communication accordingly.
This year, don’t overlook Small Business Saturday. Not only can the day be fun for both you and your customers, it can also increase your local presence and be the final push that you need to hit your end-of-the-year goals.
