Everyone knows that the frenetic Christmas shopping season officially kicks off on Black Friday, the day after Thanksgiving. Following shortly after Black Friday is Cyber Monday, a retail holiday started in 2005 as retailers sought to capitalize on the growing trend of online shopping. Sandwiched between those two retail extravaganzas, on the first Saturday after Thanksgiving is another shopping holiday known as Small Business Saturday.
What makes Small Business Saturday different from its well-known counterparts? While Black Friday and Cyber Monday attract people to national and big-box retailers as well as online shopping, Small Business Saturday encourages holiday shoppers to patronize brick-and-mortar businesses that are small and local.
What can small businesses do to take advantage of this special day that comes at the very start of the busiest shopping season of the year? Read these 5 helpful tips and find out.
Tip #1 – Introduce Customers to the Business
It’s easy for a small business to get lost in the massive world of retail. What can a small business do to rise above the fray and get noticed? Because fewer hands are involved in shipping packages to customers, each shipment can be personalized in some way. A business card that features the business’s physical address, website, and social media accounts can go a long way. A thank you note can be included in the package—bonus points if it’s handwritten and personalized with the customer’s name. Additionally, a social media page that includes photos of the business, owners, and employees will let customers know who the friendly faces are behind the package they received in the mail.
Tip #2 – Spread the Word Throughout the Community
While online promotion can be very effective, a small business can make its presence known offline as well. One of the main reasons people shop at small businesses is to support local businesses and put money back into the community. By engaging your local community, you can effectively boost your holiday sales—especially on Small Business Saturday. The local Chamber of Commerce, local organizations, and locally published newspapers and circulars can be used to get the word out.
Tip #3 – Maintain a Presence on Social Media
Any and every social media account can be used to promote Small Business Saturday. Remember, hashtags can be a business’s best friend; sales and deals can be promoted using #SmallBusinessSaturday, #SmallShop, #SmallBizSat, and others. The voice on a social media account should match the store’s branding and products. For example, a small business that sells toys and games would present itself a bit differently than one that sells haute couture clothing and accessories.
Tip #4 – Promote Products That Make Great Gifts
After all, the holiday season is all about gift-giving, so businesses should place emphasis on items that would make good gifts. Just like any other seasonal sale, product selection and merchandising are key. Grouping products by intended recipient is a great way to showcase your offerings. Categories like “gifts for mom” or “gifts for grandpa” are always popular.
Tip #5 – Don’t Forget About Loyal Customers
Any business is happy to get a new customer, but Small Business Saturday is also about engaging existing customers. The day can be advertised several weeks ahead of time by posting signs in windows and putting flyers in customers’ bags when they pay at the register to remind them about it. If the business maintains a customer email list, a brief but friendly email can encourage them to stop in and check out the deals on Small Business Saturday.
By following these tips, small businesses can start off the busy holiday shopping season on the right foot!
