When is Small Business Saturday? Saturday, November 27th 2021.
What is Small Business Saturday? Small Business Saturday is an annual holiday started in 2010 started by American Express that encourages customers to shop locally at the start of the holiday shopping season. As Nicolas Straut phrases it in his article Small Business Saturday 2021: The Ultimate Guide for Small Business Owners, “It also helps customers who want access to unique products and experiences in their community, and local economies that benefit from successful small businesses.”
How do I have a successful Small Business Saturday?
There are various factors that come into play including the amount of space in your store and your customer base. You might want to host an event for your customers, offering a themed idea to draw the customers in and offering a special deal. These events should be advertised over social media, as well as spread by word of mouth.
Something else to consider when event planning for your holiday deal is making your customers feel safe. This could be making extra efforts to sanitize your brick-and-mortar location, limiting numbers of customers in the store at one time to enforce social distancing, posting signage about what health and safety precautions you are taking, and using systems like contactless payment.
Straut writes, “When choosing which strategies you want to employ, consider your bandwidth and limitations, whether an idea will increase sales or build customer loyalty, and if it will further your brand.
How do I create/be in an event?
You can always check in with your local chamber of commerce to see if they are already putting a Small Business Saturday themed event together. You can also organize your own event by reaching out to other local businesses to create a Small Business Saturday Map that encourages participants to follow a path during the day. Straut explains, “Starting with discounted meals at a local diner, followed by shopping at stores along main street, buy-one-get-one-free coffee at a local coffee shop, and finishing the day with half-price tickets at an independent movie theater.”
How should I market my Small Business Saturday Event?
The main goal with your marketing should be to let your regular customers, existing customers, and passersby know about the event. You can achieve this by making flyers and posters on a free program like Canva, as well as posting a couple times on social media before the event. Using hashtags like #SmallBusinessSaturday and #ShopSmall will help connect you to a larger community, while using location tagging to connect you to the community you’re in.
You will want to market the deal you plan on offering ahead of time. These deals could be discounts like buy-one-get-one-free, 15% off discounts, or more. You could also offer a free service for customers from that week or hand out a special $5 gift card to customers who purchase over $35, to bring them back once the holiday is over, or offer a bundle that will be raffled off at the end of the event.
Extra Marketing tips:
· Promote ads on Facebook
· Send marketing emails out prior to the event
· Offer an exclusive deal- something that is only available on Small Business Saturday
· Add value in personalized ways (like adding a card, picture, and bio of the creator to the item that is being sold)
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