Small Business Saturday is less than a month away. Are you ready?
It’s been several years now since American Express first promoted their newly-created Small Business Saturday (SBS), and it has now grown into a lucrative promotional opportunity for small business owners everywhere.
Sandwiched comfortably between Black Friday and Cyber Monday, this relatively new “holiday” has made a lasting and sizeable impact on the number of individuals who choose to shop at small businesses instead of large retailers over this key shopping weekend.
In fact, according to CNBC, more than $14 billion has been spent each year, for the past few years, at local retailers on Small Business Saturday. To continue our series on preparing for Small Business Saturday, keep the following promotional tips in mind as the holiday nears:
SBS Tip 1: Get Started
It’s possible you haven’t done much yet to prepare for SBS. If not, that’s ok – just hit the ground running right now. Get the word out, talk to customers about the upcoming holiday, and begin talking to other businesses in the area to lock down cross-promotion opportunities. It doesn’t matter if you haven’t followed the preparation steps up to this point, just make sure you stay focused on making your business as visible as possible leading up to the holiday. You still have time to create promotional flyers and other local advertisements. You can also order gifts now and still have them in time for some small business marketing materials.
SBS Tip 2: Website Maintenance
Even though the holiday focuses on small businesses, you should still expect customers to view your website and make buying decisions before ever stepping foot in your retail storefront. Ensure your site is up-to-date and provide easy access to the products that will be prominently displayed in your store. Your website will help steer your success this Small Business Saturday, but make sure you have your specials well displayed by signage throughout the store.
SBS Tip 3: Hammer Social Media
Nearly 65% of adults are active on social media, with some age demographics spending several hours per day engaged with one or more social media sites. Ensure that your Facebook page and Instagram profile are up-to-date and there is active dialogue surrounding Small Business Saturday. You could offer a Facebook- or Instagram-only promotion that ties into the day, or simply use your pages to feel out consumer interest. Ask your followers what they’d like to see in the store and what is most important to them this holiday season.
SBS Tip 4: Join the Fun
Just because SBS is tucked between two major shopping days doesn’t mean you can’t have fun, too. Take advantage of the fervor surrounding Black Friday and Cyber Monday by creating your own Small Business Saturday marketing promotions that start on Friday and run through Monday night. There is no reason why Saturday should be the only day to focus on – instead, create a 4-day extravaganza with in-store giveaways or refreshments that will draw in customers throughout the long weekend.