Small Business Saturday has gained plenty of steam the past few years as a great way to promote local “Mom & Pop” shops that don’t benefit from the Black Friday mega-retail crowd and the Cyber Monday e-commerce traffic. The “shop small” and “dine small” day was initially started as an American Express campaign in 2010 and many small businesses have begun to embrace the day with their own marketing campaigns and promotions.
Here are eight ways your small business can benefit from Small Business Saturday:
Spread the Word
Print Small Business Saturday signs to hang by your point of sale or inside your business’ window. Consider creating postcards to send or pass out to remind customers about Small Business Saturday. Also, be sure to update your website. Small businesses with high quality online stores have a distinct advantage. Make sure your inventory has been updated online and special promotions are prominently displayed. Be sure to cater to the busy shopper by ensuring your website is fast, processes transactions quickly, and is optimized for mobile use.
Use Social Media
Social media can be your greatest promotional asset when used correctly. The Small Business Saturday page on Facebook has more than three million fans, so use it as a resource. Always use the official #SmallBizSat or #ShopSmall hashtags on Twitter and Instagram to highlight special offers or discounts since the topics will be trending.
Email Your Customers
If your business keeps record of your current customers’ email addresses, then send them all an email blast to inform them of any events or promotions you are running for Small Business Saturday. Your most loyal customers can become your greatest marketing advocates since they will help spread the word for you.
Even though many small businesses have a limited budget to spend on online advertising, you can take advantage of ad credits offered by many advertising platforms. If you already spend money on online advertising, be sure to adjust your messaging for Small Business Saturday. Also, keep track of what you spend so you can calculate your Return on Investment (ROI) to see if the advertising was worth the increase in sales.
Offer Coupons and Discounts
Nothing drives more customers to your store than incentives. After all, incentives are the reason Black Friday has become the behemoth that it is. Take advantage of this by offering coupons or discounts for your products or services. Make sure to include your coupons or discounts in your promotional material leading up to Small Business Saturday.
Expand Your Hours
Extend your shopping day for customers on that Saturday by opening earlier or staying open later to make it even easier for customers to shop at your business location. Be sure to include your one-day-only hours in your promotional materials so your customers know they can fit your business into their busy holiday schedule.
Make it an Event
You can create even more excitement for your local small business by doing something different to draw attention. For example, serve free coffee in the morning, display balloons outside your store, hire a musician to play music in your store, or create a contest for a drawing. You can also partner up with other businesses. Build on each other’s customer base by having multiple businesses in the same line of stores or area actively participating in Small Business Saturday with promotions to increase visibility and attention for all local businesses.
Promote a Cause
Small Business Saturday is the perfect time to give back to the community that has given so much to you. Consider donating a portion of your sales to a local charity of your choice, and display this for your customers to see. You may also consider matching donations from your customers to your chosen charity.