Small Business Saturday is rapidly approaching. This year especially, it’s a great way to help local and small businesses alike during a time in which many shoppers would overlook them. In addition to competing with retail giants such as Amazon, Walmart, and Target, small retailers may also have to contend with a drop in sales due to a decline in in-person shopping because of COVID-19. 

If you’re a small business owner, you may wonder how to promote your own business on this holiday. After all, this is a major opportunity to bring in new customers and drive up sales. Check out our tips on how to make the most of Small Business Saturday this year!

What is Small Business Saturday?

Small Business Saturday is a holiday created by American Express ten years ago. It falls on the Saturday after Black Friday and before Cyber Monday.

The goal of Small Business Saturday is to boost support and sales for small businesses that otherwise need to compete with chain retailers. It’s a great opportunity to celebrate and show appreciation for local entrepreneurs!

When is Small Business Saturday 2020? 

Small Business Saturday occurs the Saturday following Thanksgiving and the day after Black Friday. This year, Small Business Saturday will take place on November 28th. 

How Can I Promote Myself On Small Business Saturday?

In addition to your normal marketing strategy, there are a number of things you can do to set yourself apart from the crowd this year for Small Business Saturday.

If you want to go the extra mile to promote yourself and your small business on Small Business Saturday, there are several ways to do so. 

1. Do Something Special

Before Small Business Saturday, think about how you can distinguish your small business from others, especially if they’re competitors within your niche. You’ll want to plan something that your small business rarely does to attract the largest potential audience.

Whether it’s an exceptionally good sale, promotion of a new product, or something else, you can help your business stand out from the crowd by offering a unique or special experience to customers. 

2. Get the Word Out

Ramp up your communications with customers so they’re informed and ready to shop on Small Business Saturday. You can use the following strategies to get the word out about your business this year: 

  • Stock up on potentially popular items and let customers know you’ll be well-stocked
  • Offer special discounts and promotions
  • Build an e-mail marketing funnel campaign that leads up to Small Business Saturday
  • Invest in paid social media campaigns
  • Partner with other small businesses to cross-promote your products

3. Extend Store Hours

Give your customers ample opportunity to visit your store by extending your hours. If you decide to extend your store hours, make sure you communicate this with your customers. You can let them know before Small Business Saturday via social media, e-mail, and Google My Business.

4. Make Direct Contact with Customers

Interacting with customers is important, no matter the season. It’s even more important during the holiday season to make sure that these customers shop at your small business. 

To ensure that your customers shop at your small business before Small Business Saturday, you can mail them ads, coupons, or specials. This is also an opportunity to reward your loyal customers by sending them additional deals. 

If applicable for your small business, you can send free samples to customers to build interest before Small Business Saturday. 

5. Invest in Extra Advertising

There are many ways that you can advertise before the holiday arrives. Most of these options are low cost or even free.

You can do this through: 

  • Billboards 
  • Online ads
  • Social media campaigns
  • Newspaper 
  • Radio 
  • TV

On the day of Small Business Saturday, you can promote your small business in the following ways:

6. Offer Special Discounts or Promotions

Small Business Saturday is a great way to offer special discounts or promotions. First, you can offer a discount or promotion throughout November, with Small Business Saturday being the expiration date. Second, you can offer the discount or promotion with the Small Business Saturday being the only day that a discount or promotion can be applied. 

Creating and using coupons exclusive to Small Business Saturday will incentivize your customers to make an investment in your product. It will also let you gauge your Small Business Saturday efforts’ success by counting the number of customers using the coupons or promotions. 

7. Reward Participation More Than Usual

Offer something special for your customers that you wouldn’t normally offer. Whether it’s doorbusters, a gift with a purchase of a certain amount, or a giveaway, you can find endless ways to reward shopper participation. 

8. Hold Contests

A unique way to have your business promoted on Small Business Saturday is to hold contests. Contests build excitement and intrigue, especially if you have a unique prize. 

Work With The Pros

While Small Business Saturday is a great way to boost sales as we head into the holidays, promoting and managing your sales can also be time-consuming. Work with the pros at 1-800Accountant for your small business needs so you can focus your time on growing and expanding your business. 

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Written by Dave Savoy

Dave Savoy leads Marketing with 1-800Accountant bringing 15+ years of experience in traditional and digital marketing platforms. Prior to j...