Make Small Business Saturday the Biggest Sales & Profit Day of the Year!
Small Business Saturday was created by American Express to help promote holiday shopping at independent, locally owned stores. Its held annually two days after Thanksgiving, and has become one of the best shopping days of the year for independent stores and restaurants…especially in smaller towns!
Unlike Black Friday, which is generally big corporations having deep discounts on doorbusters and creating a panic buying environment, Small Business Saturday is about shopping in your community and enjoying all the perks only the small businesses offer.
There is no need for huge discounts to draw people in. Instead, think of it as an open house with free refreshments, free gift-wrapping of purchases, in-store specials, gift with purchase, and chances to win prizes. This creates a welcoming community atmosphere, more like a reunion than a sale.
By partnering with your local Chamber, DDA or neighborhood businesses, you can attract loads of people into your downtown shopping district with a Win-Win-Win Cross Promotion!
Stores win new customers and record sales on full margin products & services. Shopping districts win by reminding people of all the great things available in town. Shoppers win by getting extra services, special sales and unique gifts.
American Express provides national exposure for you and has branded materials that independent businesses and community groups can access on their website. https://www.americanexpress.com/us/merchant/shop-small.html Currently it has summer “Shop Small” promotional content, but mid-September it changes to SBS content.
Now is the time to start planning for November 28, 2026. Here are three things to do now:
Get your Chamber or DDA to host a group Shop Small Event. Start in September, so directors or volunteers have time to prepare. Designate or be a Neighborhood Champion to order supplies and rally the business community.
Check suppliers for off price items you can have on special or use for a Gift with Purchase. Watch the next two months for special buys on customer favorites and great gift items. For example: A boutique may get some off price sweaters or sweatshirts for $15 each that have a suggested retail of $50; hold them until that weekend and have a BOGO rack. A gift shop may get a gross of gorgeous ornaments for $2-5 each at cost, $10-15 retail could be a Gift with any $30 purchase. Gift cards are also great promotions, Buy $50, Get $10 FREE.
Plan your 4th Quarter Marketing with Community Events. Fall Festivals, Halloween, Christmas Open Houses, Thanksgiving, Small Business Saturday, Christmas parades & more. Find ways to partner and reach the crowds that are already coming to town, and get things organized in September…because those last 13 weeks are hectic and you want to ensure you are ready!
Give something away in exchange for them sharing contact information. Collecting emails or getting social followers from new contacts is a great way to keep them coming back all year. Do you have a CRM built in to your existing software? An email list to add them to? Prepare this now so you can stay in touch later.
To learn more about how Small Business Saturday can be the day that changes your whole year, follow my page. For help implementing this for your business or community, request a FREE 30 minute initial Zoom consultation at calendly.com/ontargetlisa.
