Every year small businesses across the U.S. look forward to one of the fastest-growing retail holidays, Small Business Saturday. Falling on the last Saturday of November, November 28th this year, Small Business Saturday gives independent retailers a chance to promote their businesses and reach out to eager holiday shoppers. Last year, American shoppers spent nearly $20 billion at independent retailers and restaurants on Small Business Saturday. With many small businesses facing hardships due to the COVID-19 pandemic, this year’s holiday could have more of an impact than ever.
Here are a few tips to help your online business maximize the holiday:
1. Get your business listed on the American Express Shop Small Online Directory
Getting in front of more customers is always a good thing, especially when it’s free. If your business accepts American Express, it may be eligible for a listing on the American Express Shop Small Online Directory. This directory is specifically for business without a physical presence—it allows online shoppers to easily see deals and services they can take advantage of with their American Express card. In your directory listing you can provide key details about your business and even spotlight specific offers.
If your business uses a third-party payment aggregator, the criteria for creating a directory listing gets a little complicated. Businesses that fall into this category will need to provide additional information and my not be eligible for a listing.
2. Create a Pop-up Store in an existing business
The barrier to entry for brick-and-mortar business is high, leading many businesses to exclusively sell online. Pop-up stores give online businesses the opportunity to connect with shoppers in person without the hassle opening a permanent physical location. By connection with an existing brick-and-mortar store you can bring your products to a whole new audience and build brand awareness. Pop-ups don’t only benefit the guest business; owners can see a bid increase in store traffic with a whole new line of products in their store.
3. Take advantage of social media
In 2020, it’s hard to deny the impact of social media on retail trends, but you’d be surprised how many businesses underutilize social media to promote their products. Whether it be Twitter, Snapchat, Facebook, Instagram, or Reddit, each and every one of your post is a chance to communicate your brand with customers. Your customers should know that you plan to participate in Small Business Saturday. Find ways to build excitement about your products, brand, and special offers.
Additionally, always remember hashtags can be a business’s best friend; sales and deals can be promoted using #SmallBusinessSaturday, #SmallShop, and #SmallBizSat. These hashtags will help new shoppers connect with your business. With a variety of small businesses participating nationwide, you may even find inspiration for your promotions by exploring these hashtags.
4. Try to convert new customers into loyal customers
Small Business Saturday is your chance to put your online store in front of new customers—and hopefully convert them into loyal customers. It’s important that you put your best foot forward and give the customer a reason to come back. Make sure that you have the bandwidth to ensure a great online experience for your customers. This means you must be able to provide top-notch customer support at all stages of the customers experience. Whether the customer has questions about a product, shipping status, or returns, they should have a means to contact your business and get assistance. Customer support is especially important during the holiday season when many shoppers are in a rush and don’t have time to be bogged down by a poor experience.
For more information about Small Business Saturday and how your business can participate visit the American Express Shop Small page.
