The BIG Opportunity of Small Business Saturday, Nov. 27, 2021
Did you know that spending on Small Business Saturday last year reached a record high of $19.8 billion? With more than 50% of Americans reporting that they plan to shop small this holiday season, you want to make sure your business doesn’t miss out!
Here are some ways to help you take advantage of the BIG opportunity that Small Business Saturday presents.
1. Showcase your Pride as a Small Business
All research points to customers wanting to shop small this year, so make sure to highlight your identity as a small business! Tell your story: how did you get started? Remind your customers of ways you’ve gotten involved in local community efforts. Share what makes your produces or services special and personal. Just don’t be shy about talking about what makes you different from the big box stores. This is the time to advertise any specials you have – and do it early because the season has begun.
This leads us to #2…
2. Craft a Special Small Business Saturday Offer
It’s so important to have a great offer to help your business stand out from the crowd. Start thinking about your audience and what would appeal to them. Put up a poster in your window, write on a sandwich board, shout it from the rooftops! Find some #smallbusinesssaturday posters here: https://www.americanexpress.com/us/small-business/shop-small/smallbusinessowners/?linknav=us-loy-nav-smallbusinessowners
Here are some examples of offers you might want to consider:
% percent discount on all new items
Free coffee and cookies for guests while they shop
Free gift with any purchase over $50
20 percent off your next purchase when you spend $40 or more
Free gift wrapping
3. Create an Email Series
Let people know why shopping small is essential for your community. You can include a special offer or exclusive content to promote Small Business Saturday. Consider partnering with other local businesses to promote each other. For example, let your email readers know where they can shop locally and provide any inside information, from promotions to special products.
Use a series of 3 emails to remind people to shop with you. This time of year is busy, so they are a great way to remind people to support your business:
Email 1: Send an announcement email as soon as possible. Let them know that Small Business Saturday is coming up and why they should shop locally. Include the details about your offer.
Email 2: Send a reminder email a week before. Remind them of the deadline and your offer, so they don’t forget.
Email 3: A day or two before Small Business Saturday, send a last-chance email, so they don’t forget to shop with you and use your offer.
4. Promote Small Business Saturday on Social Media
Social media is a tool that will help you expand your reach to even more potential customers. Start by sharing similar content used in your email series on social media. Use the content and offer you’ve added to your email campaign to promote the idea of shopping small. Next, create a series of three social posts, just like you did with your email series; an announcement, reminder, and last-chance reminder to keep the buzz going. Use the hashtag #shopsmall #smallbusiness and other similar hashtags to help increase visibility.
5. Prepare your Store
Now that the word’s out make sure you’re stocked and staffed for success. Think about your staff and their strengths, then assign tasks to each member to cut out any confusion when your store is filled with eager shoppers.
If you have a master gift wrapper, you can delegate that task to them, while other members of your team can be assigned to helping customers or handling the register. If you’re holding down the fort by yourself, make yourself a quick To-Do list so you can stay on track even when things are hectic.
Consider creating an email sign-up sheet with a prize attached so you can grow your contact list. And don’t forget to snap a few photos to capture the excitement in your store.
6. Keep the Momentum Going!
As exhausting as the day might be, don’t overlook the importance of follow-up in the week after Small Business Saturday. A small thank you can go a long way, and it will only take a few minutes to create. Depending on how many photos you took, you could share an album on Facebook or simply pick the best one to share with your fans.
For more information, visit https://www.americanexpress.com/us/small-business/shop-small/
If you don’t currently have an email program, consider Constant Contact or Mailchimp
resources: Constant Contact, American Express