Showcase what makes your shop stand out on Small Business Saturday. This is your moment to connect with your community, draw in new customers, and remind loyal shoppers why it pays to shop small. Make the most of Small Business Saturday (SBS) 2024 with these tips and techniques.
Promoting Your Unique Small Business
Highlight what makes your business unique
Consumers will be inundated with promotions and offers throughout Black Friday and Small Business Saturday. This means it’s especially important to differentiate yourself by underscoring what sets you apart from other local businesses.Â
Â
Start with your mission statement. This is the heart of your business and reflects your core values and the impact you aim to make. Clearly communicating your mission attracts customers who share those values.
Â
Make your founding story and journey a part of your brand’s identity. People love to support small businesses with a history they can relate to or admire. Whether you’re a small business owner who started from a small garage or are continuing your grandmother’s legacy, these details make your business more relatable and memorable.
Â
You should also focus on your unique selling proposition. What do you offer that others don’t? Whether it’s the quality of your products, exceptional customer service, or specialized offerings for a niche market, your selling proposition makes customers choose you over the competition. Highlighting this aspect in your marketing helps potential customers quickly understand why they should shop with you.
Shoppers want to purchase gifts with a story
Customers want to spend their money on products they can get behind. They want to see the passion and purpose behind what you do, and Small Business Saturday is a great time to showcase that. Whether it’s the care you put into handmade goods, the materials you source locally, or the inspiration behind your brand, these details make the case for why shoppers should spend their dollars with you for the holidays.
Â
Use Small Business Saturday to share more about what you do and the impact your shop has on the surrounding community. Share behind-the-scenes photos that illustrate how your artisan soaps products are made, or highlight the eco-conscious values behind your consignment shop. These aspects create an emotional connection among your customers and transform simple transactions into meaningful experiences.
Use the day to build customer loyalty
Like Black Friday, SBS is about driving sales for one day, but it’s also an opportunity to create lasting customer relationships. One way to do this is by creating exclusive offers for repeat customers. Offer special deals or discounts that are only available to those who have shopped with you before. This approach encourages one-time shoppers to return.
Â
You might also implement a customer loyalty program that gives shoppers bonus points or rewards for making a purchase on Small Business Saturday. This gives them a reason to come back and redeem their rewards in the future, fostering a long-term relationship.
Â
While you likely already focus on providing great customer service, take extra care to interact with your customers in a way that goes beyond the transaction. Personalized thank-you notes, follow-up emails, or even a quick chat in-store make a huge difference. This personal touch turns a one-time shopper into a lifelong customer.
Tap into the strength of the community
The chamber of commerce or economic development board in your city or county may be organizing promotional activities and events around Small Business Saturday. Give them a call and ask how you can participate. The extra marketing boost not only helps attract more customers on Small Business Saturday, but shows that you’re committed to bettering the community.
5 Tips For Small Business Saturday Marketing Strategies
1. Create Small Business Saturday incentives
Drawing customers in on SBS starts with offering special incentives that make shoppers feel like they’re getting a great deal. Some effective Small Business Saturday ideas include:
- SBS-specific discounts. Offering exclusive sales that are available only on Small Business Saturday (and only in-person or online) creates a sense of urgency that brings in customers. These special deals could include a percentage off items storewide, bonus dollars to spend when certain thresholds are reached, and discounts on select popular items that almost never go on sale.
- Giveaways or free gifts with purchase. Give customers a complimentary service, a useful in-theme gift, or entry into a giveaway with a minimum purchase to incentivize more spending and a more rewarding shopping experience. The incentive could be anything from a branded tote bag, a sample of a newly launched product, or a set of matching slippers with the purchase of spa products. These small tokens add an element of excitement, make customers feel appreciated, and increase the perceived value of your sales.
- Host a pop-up event. Take your products to a fresh environment to introduce your brand to a broader audience. The limited-time nature of a pop-up makes shoppers feel like they’re part of a special event and encourages them to make a purchase on the spot. For example, you might set up your shop during a Small Business Saturday marketplace held at a neighboring brewery’s rooftop. With scenic views and a trendy atmosphere, customers link your brand with this truly unique experience.
3. Highlight your staff, their interests, and expertise
Your team plays a significant role in shaping the identity of your business. Sharing your employees’ stories cultivates a more personal connection with anyone thinking about walking through your doors.
- Feature staff stories. Give customers a glimpse into the team that keeps your business running. Use social media, the company blog, and email newsletters to share your employees’ unique backgrounds, skills, and passions. For example, you might highlight a staff member’s journey to joining your business. These stories humanize your brand, incentivizing customers to shop with someone they relate to.
- Celebrate achievements. Maybe an employee just reached their 10th anniversary with your company or another member recently earned a certification in sustainable materials. Use your social media platforms to celebrate these accomplishments. Turn it into a brick-and-mortar moment by using in-store displays, signage, and QR codes to spread the word. The milestone may even be the basis for a great in-store event or experience.
- Show behind-the-scenes content. Give your customers a peek behind the curtain by sharing moments of your team in action. Whether it’s preparing products, setting up for events, or engaging in team activities, showcasing everyday moments gives customers a more personal view of your business. This transparency fosters a stronger connection and leads to increased customer loyalty.
Get Your Free 2024 Holiday Readiness Kit
Don’t miss out on profits this holiday season! Curate a winning product assortment, create competitive promotions, and check out more customers with our comprehensive guide.
3. Team up with other small businesses
There are bound to be a few non-competing small businesses in your community that complement what you offer. For example, if you own a bookstore, partnering with a local coffee shop for a joint promotion creates a shopping experience that appeals to both of your customer bases. Here are some ways to partner with other local small businesses for Small Business Saturday:
- Co-host a community event. Give shoppers a complete experience that highlights local offerings and establishes your business as one that’s rooted in the local community. Consider adding live music, food trucks, and activities for all ages to the event, such as a kids’ craft station or a holiday-themed photo booth.
- Collaborate on a pop-up shop. A pop-up shop brings your products to new customers. It’s an especially powerful tool when you collaborate with another small business that wants to take advantage of SBS shopping and promotions. For example, if you run a boutique, partner with a local café or restaurant to set up a temporary shop inside their space. This cross-promotion reaches new audiences that may not have heard of you beforehand.
- Bundle products for a special promotion. Create bundled products or gift sets that combine your products with those of a complementary business. For instance, your hand-poured candles make an excellent companion for a spa-themed gift set. Promote these bundles as exclusive Small Business Saturday offers, and highlight how they feature products from multiple small businesses.
4. Get ahead of the holiday season
Small Business Saturday (along with Black Friday) is the unofficial kickoff to the gift shopping season. It’s the right time to jumpstart your holiday marketing campaign and boost holiday sales. Try these strategies.
- Promote holiday events. Whether you’re planning special sales, in-store celebrations, or holiday workshops, use SBS to spread the word. Consider offering a sneak peek or early access to these events for customers who shop with you on this day. Hand out flyers, send out emails, post on social media, and leverage in-store signage with a registration QR code to announce what’s coming up.
- Launch early holiday promotions. Encourage customers to start their holiday shopping with you by offering exclusive early-bird deals on Small Business Saturday. Special discounts on holiday-themed products, bundled gift sets, or limited-time offers that won’t be available later in the season are all within the realm of possibilities. This is a great way to attract customers who are eager to get a head start on their gift lists.
- Prepare for holiday-themed marketing. Use the increased attention from SBS to introduce marketing campaigns that focus on the winter holidays. Update your store’s décor, website, and social media profiles with festive elements that signal the official start of the holiday season. This is also the right time to share gift guides or holiday-specific content that showcases how your products make the perfect gifts. This tactic helps customers start thinking about your small business as their go-to place for holiday shopping, even after Small Business Saturday ends.
Power Up
Perfect these 3 proven marketing strategies and try these 5 new strategies for the BFCM shopping weekend.
5. Optimize your web presence
As you prepare your e-commerce store for the holidays, don’t forget about using your online presence to generate excitement for Small Business Saturday. Your website is one of the first places people look for information about your products, promotions, and events. Make sure your digital marketing efforts support your Small Business Saturday initiatives with these recommendations.
Â
- Create a dedicated SBS landing page. Design a dedicated page on your website for all things Small Business Saturday. Include details about your exclusive discounts, special events, and any giveaways you plan to share. Make sure the page is visually appealing and easy to navigate. This focused content will draw in visitors and get them excited about what you’ve planned for SBS.
- Update your business information. Make sure your website and online business listings such as Yelp and your Google Business Profile display accurate hours, location, and contact information. You want to make it as easy as possible for customers to find and shop with you.
- Include photos of your space. Capture several shots that highlight the layout, decor, and overall vibe of your store, and use these pictures on your website, online listings, and social media. If you have any special sections, such as a gift-wrapping station or a holiday display, take pictures of them, too. This helps potential customers visualize what it will be like to shop in your space and sets the tone for their visit.
- Boost reviews and ratings. Encourage your loyal customers to leave positive reviews on key platforms like Google, Yelp, and Facebook before the event. You can send out reminder emails or offer a small incentive, such as a discount on their SBS purchase, for writing a review. Feature these online reviews prominently on your website and social media profiles to build excitement and attract new customers.
Power Up
Here is the only guide you need to prepare your e-commerce website for the holiday.
How To Prepare For Small Business Saturday
- Stock up on popular inventory. Make sure you’re fully prepared by having plenty of your top-selling items ready. Check your sales data to pinpoint what flew off the shelves last year. Identify current trends and carry enough to satisfy the holiday rush. It’s a good idea to order extra stock of these items well in advance to prevent running out on the big day.
- Bring in holiday-themed items. If you haven’t already, now is the time to showcase those wintergreen-scented lotions and cider-flavored candies. Get shoppers into the spirit with scents and flavors that get them in the holiday spirit.
- Train your team for exceptional customer support. Prepare your staff to handle the rush with some extra training. Go over the specifics of what to expect on SBS, including peak shopping times and any special promotions or products. Consider holding role-playing scenarios or briefly meeting to discuss strategies for handling busy periods. You should also make sure your team is familiar with any new technologies or systems you’re using, such as updated point-of-sale systems or inventory management tools.
- Organize your store layout. Take some time to tweak the in-store experience so it’s easy for shoppers to find what they’re looking for. Create a special area for Small Business Saturday promotions and make sure your most popular items are front and center. Add clear, eye-catching signage to direct customers to these areas and set up any promotional displays to grab their attention. If you have a window to the street in your storefront, deck it out with your best-selling products, signage about sales, and winter-themed decor.
- Prepare for efficient checkout. Go over your checkout process to make sure it’s ready to handle the extra traffic. Set up additional registers or mobile payment options to keep lines moving quickly. Check that all your payment systems are functioning correctly and put backup plans in place in case of technical issues. It’s also a good idea to have extra staff on hand to assist with transactions and answer any last-minute questions.
This check goes for e-commerce, too — make sure that your website is ready to handle the influx of traffic. Do a dry run of the checkout process to make sure each step is easy to follow. Check that all promo codes work, too, before advertising them. - Extend store hours. Consider staying open later or opening earlier to accommodate more shoppers and provide added convenience for the day. Opening earlier or closing later helps you capture more sales and reduces congestion during peak times. Promote your extended hours in advance so customers are aware of the additional shopping time.
Get Holiday-Ready With Thrive
You’re gearing up to sell more products, get more people through the doors, and optimize your inventory for the holidays. But how? Take control of the holiday shopping season with an inventory management software designed to run your back office as smoothly as Santa’s Workshop.
Turn Small Business Saturday Into A Launchpad For Long-Term Success
Small Business Saturday is a day to boost sales and showcase the heart and soul of your business. Focus on your small business story, connect with other small businesses, and engage with customers in creative ways to create memorable experiences and lay the foundation for lasting relationships. By making the most of this one day, you set the stage for continued success long after the event ends.
