Why Small Business Saturday Matters & How to Leverage It
- Maria Fitz
- Nov 10
- 2 min read
Small Business Saturday has been a staple in the holiday shopping season since 2010, celebrating the backbone of our economy: local businesses. Beyond the festivities, it’s an opportunity for small business owners to drive sales, build customer loyalty, and stand out in a crowded marketplace. Here’s why it matters and how you can make the most of it.
Origins and Economic Impact
Small Business Saturday was created by American Express to encourage holiday shoppers to support local businesses. Over the years, it has grown into a nationwide movement, generating billions in revenue for small businesses each year. Participating can increase brand visibility, attract new customers, and reinforce the importance of shopping local.
Key stats:
Shoppers spent an estimated $20+ billion at small businesses on Small Business Saturday in recent years.
Businesses that actively promote SBS often see a noticeable uptick in repeat customers during the holiday season.
How Small Businesses Can Prepare
Preparation is key to making Small Business Saturday work for you.
Inventory check – Ensure you have enough stock for holiday shoppers.
Staffing plan – Schedule extra help to manage increased traffic.
Visuals and signage – Make your store inviting and clearly promote SBS deals.
4. Online readiness – Update your website, social media, and email campaigns to highlight your SBS offerings.
Marketing Tactics to Maximize Exposure
Promotion is everything. Consider these strategies to attract customers:
Social media campaigns: Highlight special offers, behind-the-scenes preparations, or customer shout-outs.
Email blasts: Share exclusive discounts or bundles for subscribers.
Collaborations: Partner with nearby businesses to cross-promote deals and events.
Local media and community boards: Leverage free publicity through local newspapers, radio, or neighborhood groups.
Example: A local coffee shop promoted a “Buy One, Gift One” deal on Instagram for SBS and saw a 30% increase in foot traffic that day.
Post-SBS Follow-Up
The real value doesn’t end when the day is over. Follow up with customers to build long-term relationships:
Send thank-you emails or handwritten notes.
Collect feedback on their experience.
Offer incentives for returning or referring friends.
Plan Your November/December Strategy Now
Small Business Saturday is a chance to showcase your brand, connect with customers, and boost holiday sales, but only if you plan ahead. At Western Reserve Consulting, we help small businesses design effective seasonal strategies to maximize impact, from financial projections to operations.
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