How to do Small Business Saturday

How to do Small Business Saturday | A Guide for Business Owners

Small Business Saturday is an annual event that encourages shoppers to support local small businesses. Hot on the heels of Black Friday, it may be tempting to roll your eyes and think this is just another example of hyper-consumerism.

But if you own a small business, this is an opportunity to build your brand, increase your audience, and gain more customers. Read this guide for business owners on how to do Small Business Saturday.

What is Small Business Saturday?

First, a bit of background. It may not surprise you to learn Small Business Saturday was created by American Express to encourage people to #ShopSmall. Certainly, this was a smart strategic initiative on their part.

First of all, it establishes American Express as an ally of small business owners, which helps them gain customers. Second, it encourages people to shop, which also benefits them (as long as they use their AmEx card.) They launched Small Business Saturday back in 2010. Since then, they calculate that it has generated over $200B in sales.

Clearly, this is a huge opportunity for you to leverage this event to make more sales in your business.

Why is Small Business Saturday important?

Despite all the bad stuff going on in the world, people do care about people. People especially care about LOCAL people in their community. And studies show that up to 94% of people say it’s important to support local small businesses they value. 

The bottom line is that successful local business translates to successful communities. A Small Business Economic Impact study calculated that for every $1 spent on local businesses, $0.68 stays in the local community to support local families, causes, and other local businesses. This is much lower than money spent on national and international retailers, where just $0.30 to $0.40 of every $1 stays in the local community. 

All the more reason to use Small Business Saturday to connect with your community and demonstrate your value to local shoppers.

When is Small Business Saturday in 2024?

When is Small Business Saturday in 2024?

This year, Small Business Saturday is on November 30, 2024.

How to promote your business for Small Business Saturday

Essentially, Small Business Saturday is an opportunity to remind people of WHO you are, WHAT you do, and HOW you differ from the global big-box multinational franchise chain brand names that you are competing against. Take advantage of the buzz of Small Business Saturday and bring attention to your business. 

So this is a chance to reconnect with past customers, increase awareness of your brand, expand your audience, and gain new customers. Here are ways to promote your business for Small Business Saturday.

1

Signage

If your business has a storefront, use that valuable real estate to promote your identity as a small business. This is an opportunity to be creative. A display, a sign - what works for your brand and your business? 

A good tip here is to maximize your investment. For example, don’t buy a sign or flag saying “Small Business Saturday 2024.” Instead, choose messages that can be used again next year. For example, “Small Business Saturday”  and “Thank you for Supporting a Small Business.”

2

Events

Celebrate Small Business Saturday with an event. This is an ideal opportunity for an open house or customer appreciation day. Plan something fun and engaging. Invite your existing customers and encourage them to bring friends, family, and neighbours. Keep the theme local by involving other small businesses or personalities in the area. Invite local media, politicians, or high profile members of your community.

3

Collaboration and Co-branding

Perhaps the best suggestion for how to do Small Business Saturday is to collaborate or co-brand with other small businesses. Everyone loves a giveaway, freebie, and fun. So brainstorm ways to create something special with other entrepreneurs, artists, and creatives. Think about businesses with the same target audience you have, who offer complementary products or services. Explore opportunities to cross-promote and help each other grow your businesses. 

Here are some fun examples for how to do Small Business Saturday collaborations:

- A retailer offering childrens’ clothing or toys has a children's entertainer come to the store on Small Business Saturday (balloon animals, anyone?) 

- Cross promotion between a hair salon and massage clinic; each offers their customers a discount code for booking services the week of Small Business Saturday

- A nutritionist or naturopath comes to a health food store on Small Business Saturday to answer questions or give a talk

- Customers calling a pet groomer on Small Business Saturday to make a booking before January 30 get entered in a raffle to win house cleaning services, or a gift card to a local pet food store

4

Charity and Community Contributions

Use Small Business Saturday to raise the profile of your business and support a local charity or cause. This creates goodwill for your brand and just good karma for your business. Pick something that is close to your heart and aligned with your business. For example, any business that does cleaning or landscaping could organize a fundraiser or clean up at a beloved local park. Or businesses that sell products or services to pets do a fundraiser for the local humane society; perhaps pledging to donate $1 for every sale over $25 on Small Business Saturday. 

5

Local Media

Sure, local media isn’t what it used to be. Depending on where you live, you may have very few options. However, don’t dismiss the opportunity to shine a light on your business using local media. Pitch the story of your event or collaboration to local radio, TV stations, and newspapers. Don’t overlook small community papers, which are often run by volunteers. They are especially thirsty for local stories and love to showcase community events, success stories, and charitable causes. Also, check out local community centers, neighbourhood associations, small business associations, church groups, and local government websites for the chance to list your Small Business Saturday activity on community calendar or event listings. Ask about any newsletter or email update they send. Basically, look for these opportunities to communicate and connect with your community to share what you are doing for Small Business Saturday.

6

Newsletters

If your business has a regular email marketing schedule, build Small Business Saturday into this content plan. If you haven’t sent an email to  your list for awhile, this is an ideal excuse to crack open that template and get a new email going. Thank them for their support. Remind them of the value of supporting small businesses. And share whatever event, raffle, promotion, or special you have planned.

7

Website

Use your website to highlight your status as a small business. This is especially important if your website plays a big role in lead generation and sales. Specifically, if customers or patients use your website to book appointments, schedule services, make payments, or it’s your main lead gen, then use this space to communicate to existing and potential customers. Add a banner, content block or popup to thank them for supporting a local business. Direct them to your story or whatever event, promotion, or collaboration you are doing to celebrate Small Business Saturday.

8

Blog Post

Create a blog post about how you are celebrating Small Business Saturday and share the story of your business.

9

Social Media

Use trending hashtags to expand your audience. Create content to share whatever you are doing for Small Business Saturday. Be sure to tag the profiles of the businesses you are collaborating and cross-promoting with because this gets you in front of new people.

Tell your origin story of becoming an entrepreneur. Talk about the values and culture of your business. Introduce your staff. Show off your new signage or displays. Promote your specials. Invite people to your event. Promote your collabs. And share it all with hashtags.

Small Business Saturday Hashtags

#SmallBusinessSaturday

#ShopSmall

#SupportSmallBusiness

#ShopLocal

#SupportSmallBusiness

#SupportSmallBusinesses

#ShopLocalCanada

#ShopLocalUK

#ShopLocalNYC

#ShopLocalLA

#ShopSmallToronto

How to do Small Business Saturday to build your business

All the above-mentioned ideas are powerful and effective strategies for how to do Small Business Saturday to build your business. Use these strategies to raise your profile, tell your story, and build trust and loyalty with your target audience.

In addition, these ideas will engage your local community, and contribute to valuable causes. They also create important connections with your customers and other entrepreneurs in your area.

By: Rebecca Page-Chapman, MBA

Rebecca has been passionate about small business since her first marketing campaign at age 8. She is an award-winning CEO and franchisor. She geeks out over history, languages, and the origin of things. As a digital nomad, she works online to coach and mentor small business owners all over the world. Follow her travels on Instagram

Further Reading

Community Involvement for Entrepreneurs
Collaborations for Entrepreneurs
5 Strategies for How to Handle Bad Reviews

Browse the Blog

How to do Small Business Saturday
Scroll to Top

Subscribe to
The Hagstone Blog

Insider stuff for entrepreneurs like you