Small Business Saturday is November 28, and it’s not too early for independent retailers to start planning for the tremendously significant event and opportunity to increase profits now and in the future.
Founded in 2010, the event takes place the Saturday after Thanksgiving and serves as a major rallying cry for consumers to support local, brick-and-mortar, independent businesses.
By planning today, business owners can maximize their chances of driving strong sales, reaching a wide range of customers, and laying the groundwork for future growth.
There is an urgency to plan ahead. While faceless large chains are backed by corporate-sized advertising and promotional budgets, independents can counter on Small Business Saturday by providing memorable, personal experiences. Merchants need time to create promotions, stock up on inventory and build a buzz among customers.
Promotions are essential to success on Small Business Saturday. Not everyone is aware of the day, so proprietors still need to give consumers a reason to walk in the door.
A one-day promotion that features special offers, free add-on items, unique product bundles, giveaways, and limited-edition merchandise can draw in shoppers. Independent retailers should also consider a festive atmosphere. Balloons and a big Small Business Saturday sign can usher in excitement. A store that offers food and beverages could give free samples. A raffle for a bundle is another way to present a celebratory environment in which the business is the guest of honor.
Small Business Saturday is also well suited to partnerships with neighboring retailers. For instance, a clothing store could partner with a local coffee shop, restaurant, salon or fitness club. Businesses can boost each other through social media, email newsletters, flyers, and cross-promotion offers. These partnerships can also introduce your business to new customers who may not have known about it or seen it as a fit for their shopping needs.
Passport promotions are a valuable marketing tool. They include a book in which customers can stamp all local businesses they visit on Small Business Saturday and receive a special gift made for the occasion.
In addition, social media is a great tool for garnering anticipation and creating a build-up to the big day. Independent retailers can feature behind-the-scenes preparations, preview special products, introduce staff, spotlight local vendors, and tease and steadily reveal promotions. Customers enjoy these brief videos and photos that make them feel they are part of the experience.
Shoppers can also play an active role in your marketing efforts. Encourage them to repost, use a special hashtag and share their own stories about shopping in your store and shopping local overall.
While Small Business Saturday is a wonderful opportunity to gain new customers, independent retailers must remember that their current, loyal customers are one of their most valuable marketing resources. Notify them of your plans and strongly consider offering them early-access shopping, refer-a-friend specials, or other enticements.
It’s important to view Small Business Saturday as a launching point rather than an isolated event. The goal is to impress existing and new customers who you want to become regulars and spread word of mouth. The earlier you begin planning, the more opportunities you have to make the event distinctive and provide a reason to return after the holidays.
