Small Business Saturday Promotion Ideas – Small Business Saturday is a golden opportunity for small businesses to lay the foundations for year-round success. You can increase sales, increase your brand awareness and strengthen ties with the local community. But with so many small businesses competing for attention, it’s easy to get lost in the noise.
Small Business Saturday is a shopping holiday that takes place on the Saturday after Thanksgiving. So in 2022 it falls on November 26.
Small Business Saturday Promotion Ideas
It was created 10 years ago by American Express to help small businesses promote themselves. It has since become a popular annual event. 70% of Americans surveyed are aware of this opportunity and spent $19.6 billion per day in 2019.
Small Business Saturday Promotions For Your Business
What happens on Small Business Saturday? It’s about more than just profit. It’s about building relationships with customers and strengthening ties with your community.
And after the outbreak of the pandemic, these connections have never been more important. Post-pandemic customer surveys show that consumers want to support smaller, local businesses.
Black Friday and Cyber Monday are owned by big retailers. Small Business Saturday is your time to shine.
One important thing to remember about Small Business Saturdays is that it’s all about showing the customer that their purchase makes a difference. Either to help the family behind the brand or to give back to the neighborhood.
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96% of Small Business Saturday shoppers agree that positive social, economic and environmental impact is important to them.
Your small business Saturday promotions should reflect this sensitivity factor. Help your client feel like they are involved in something positive.
Prepare for the day by registering for the event. If you’re in the US, you can sign up here. UK companies can register here (UK event is 3 December).
Find out if your local area has its own list of participating businesses. Sign up to take advantage of the advertising day or be part of the Shop Small map to drive customers to your store that day.
Small Business Saturday Marketing Ideas
You can also connect with other participating businesses before the day to share ideas and plan joint events.
Then plan your arrangements. Small Business Saturday is a great opportunity to say thank you to customers by helping them with their holiday shopping. Plus, with a series of powerful offers and discounts, you’ll attract new faces to spread the word about your brand.
Not sure what offers are working? Research by Infusionsoft and Pollfish found that the most popular Saturday promotions for small businesses were limited-time offers (24%), followed by freebies (21%) and finally buy one, get one free (19%) . If you still can’t decide, you can offer a mix, like Scout Books.
On a day that’s all about community spirit, why not connect with another small business? Organize joint marketing campaigns with mutual discounts or giveaways and collaborate on social media posts to promote each other’s businesses.
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Give your customer a complete experience, cross-pollinate your audience and meet another business owner, like Tattly in this case.
A great way to connect your online customer base with your real-life store is to create an offer that connects the two. Send a QR code to loyal customers for use in the store. Or vice versa, offer a discount to those who sign up for your newsletter via the QR code displayed on the page.
Or offer in-store pickup to your online customers. “Most consumers want the ease and convenience of shopping. This is a great opportunity to upsell and connect with your customers and ensure their loyalty,” says Jonathan Roque, digital and content marketing strategist at Zapiet.
Create a buzz in your space while inviting your customers back to the stores. Host an event, cocktail party or hire local performers to entertain your guests.
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Your efforts don’t have to be over-the-top: customers love little things like a free coffee or a coupon for their next purchase from you. Extend your hours, offer refreshments, give away free products, hold a raffle – make the day feel like part of the holiday season.
The most important thing, says Roberta Perry of Scrubz Body Scrub, Inc., is to put the customer first. “We enjoy being a micro-mini company and we like to treat our customers like the gold they are. This gives us an opportunity to celebrate customer loyalty and renew our commitment to them.”
Local news reporters will want to cover your event, so invite them along.
And when will the fun end? Don’t forget to follow. A thank you note is a quick and effective way to express your gratitude.
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Choose the best photos from the event and share them on Facebook or Instagram. Or include them in a marketing email like this one from The Salty. Remind them how much fun they had and make them come back soon.
The best way to reach out is via email. “As ‘The Big Facebook and Instagram Disruption of 2021’ showed, relying solely on social media to reach your audience is a no-no.
Instead, create an email list with a discount offer. Then stay in touch regularly with special offers and exclusive offers. This will help you build brand loyalty and encourage repeat purchases.
Duckpin’s Andrew Woods says, “Your marketing efforts should start well before Small Business Saturday. In the month before the sale, we attract customers and subscribers with valuable promotional teasers.”
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If you want to pre-plan and segment your small business Saturday emails and take the stress out of your email campaign, try email marketing software. Start with 300 emails per day in the free plan.
Small Business Saturday is a social experience and a day to build community. Therefore, it makes sense to promote it on social networks. Remember that customers like to feel they are doing a good job. If they can get the word out about their good deed on social media, so much the better.
“Invite users to like, share and follow your profile for a unique discount code. This will increase your social media presence and your business will be exposed to more people. That means more sales, more buzz and more attention,” says Gregory Yong of Convincely.
Hire a local influencer to expand your reach. They can promote your products in the build-up to Small Business Saturday and even host a meet and greet on the day.
Small Business Saturday Promotion Ideas
There are other ways to get creative with your social promotion. Create an Instagram sticker, Snapchat filter or gif with your business branding. Shoppers will have the opportunity to show their support for small businesses.
While you’re being creative, design coordinated graphics and signs for Saturday’s small business marketing materials. Adding logos, banners, and hashtags to your online and real-life presence will keep your business on top during the holiday sales season.
Change your cover photos and social media banners to include the #ShopSmall hashtag. Pin a tweet, update your bios, add a popup to your homepage. These small changes help you remember and encourage people to visit you that day.
The original organizer of the event – American Express – provides free graphic templates and images each year to help coordinate your online presence and store appearance.
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Create a voice around your brand with user-generated content. Run a promotion or contest on social media and invite your customers to participate.
Ask for a photo of your favorite product or a short video about why they love your brand. Share any content they create with their permission. People will warm to your brand, you’ll build relationships with your most loyal customers, and you’ll meet some new faces too.
Some prefer to leave behind the noise of offers and discounts to tell the story of their products and business.
“For Small Business Saturday, we’re focusing less on paid advertising and more on featuring videos of small business owners at work,” says Ella Jesmajian, co-founder of Honey and Roses Coffee.
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Sharing behind-the-scenes content is a great way to connect with customers. People like to see faces behind a brand. Small Business Saturday is an opportunity to make personal connections in a way that large corporations cannot.
Content like this Jack Mason presentation works great for email marketing, breaking down promotions and building those all-important relationships with your subscriber list.
We know Small Business Saturday is all about community, think about how you can give back. Customers like to see businesses contributing to the betterment of their local community.
Collect donations to fund new sports equipment, plant a flower bed in a local park or donate to a food bank. Choose something that feels right for your brand.
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Roberto Torres, owner of The Local Marketer, says, “When a local small business partners with a local cause, it benefits in two ways. The first is to secure funds for continued operation, as well as to advertise this organization in the community.”
Get it right and your customers will leave with a feel-good factor that will keep them loyal to your brand all year long.
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