Small Business Saturday is a designated shopping day started by American Express, it helps to encourage shoppers to buy from local merchants in their community. Squeezed between Black Friday and Cyber Monday on November 30th, Small Business Saturday is on the biggest shopping weekend of the year in the U.S. The popularity of this event is growing exponentially, so small businesses should have an optimized marketing plan to best advantage of this opportunity.
Steps to Make a Successful Small Business Saturday
Do Your Homework
Small Business Saturday will be the beginning of the holiday kick-off, so it is good to have a cohesive strategy. This should be one piece of your holiday marketing plan. You can use the push from Small Business Saturday to introduce promotions you will be running further down the line. This is a perfect time to introduce loyalty programs, or collect customer information for future email or mailing promotions.
Tell Your Story
Part of the reason Small Business Saturday was created, is to encourage brand loyalty among communities. Having a clear message of why your brand is unique, and how your services are superior to the competition can help build brand loyalty. Highlighting these messages on your website, or in a newsletter can help to tell the story behind your brand.
Use The Tools At Hand
Some of best promotion for Small Business Saturday is free.
- You can register your business at Amex.com for free, which will put you on the website’s shopping map. Customers can then get credit from American Express by purchasing from your business.
- Amex and Facebook also offer free marketing collateral for businesses involved.
- Social Media, and online forums are a great way to engage the local community as well. By posting enticing promotions on your social media channels, fans will be encouraged to share with their friends.
- If you do not have a strong social media following, using local online forums like your cities Small Business Association website.