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What is Small Business Saturday? -

Small Business Saturday was created by American Express in 2010, with the aim of supporting smaller companies struggling in the aftermath of the 2008 financial crash. In 2011, the US Senate passed a resolution officially recognizing the day, and it's been picking up pace ever since.

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An important date -

As small companies battle to overcome the financial effects of the coronavirus pandemic, Small Business Saturday, which falls in between Black Friday and Cyber Monday, is more important than ever.

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Think local -

While Black Friday and Cyber Monday tempt spenders with savings at major retailers, Small Business Saturday encourages holiday shoppers to purchase from small, local companies.

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How to get involved -

For shoppers, Small Business Saturday is a chance to show support for community businesses that may be struggling to stay afloat. For small businesses, it is an excellent opportunity to boost sales and build a long-term customer base.

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Think big, shop small -

For shoppers, Small Business Saturday can be about a change of mindset. Try shopping at local grocery stores instead of automatically heading to a chain supermarket, and you might come to the conclusion that you can incorporate this 'think local' approach into your regular shopping routine.

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Rally the community -

Members of the community can sign up to become a 'Shop Small Ambassador,' rallying businesses and shoppers to 'shop small.'

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Host networking events -

In the run-up to Small Business Saturday, local businesses can come together to work on a shared strategy for making the day as successful as possible. Posting in online community groups should get some traction going.

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Plan something special -

Get proactive. Retailers can entice customers through the door with food tastings, activities for kids, glasses of wine on entry, or even performances from local musicians or dance groups.

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Spread the word -

For buyers and sellers alike, spreading the word about Small Business Saturday is key. Small business owners don't need to register to take part, and can take advantage of free marketing materials and other resources, offered online by American Express.

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Plan your marketing strategy -

There's no point planning an incredible Small Business Saturday event if nobody knows about it. In the run-up to the day, plan your strategy. Will you prepare fliers and leaflets? Adverts in local press? Social media only? Brainstorm ideas for how to make the most of a limited marketing budget.

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Up your social media game -

The buildup to Small Business Saturday is no time to be shy. Make sure all your subscribers and followers know about any promotions and events you have planned. Don't forget to use the #SmallBusinessSaturday and #SBS hashtags.

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Brush up on your selling strategy -

Small Business Saturday can be a big opportunity to boost your customer base long term. If your sales technique is a little shaky, it might be worth watching some of the many TED talks online aimed at small businesses and entrepreneurs.

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Cross-promote -

Small Business Saturday is all about showing support for the local community, and businesses can help each other out by cross-promoting. For example, coffee shops and book stores can hand out fliers for each others' events in the run-up to the day.

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Get your SEO on point -

Search engine optimization (SEO) can be a key factor in making sure people find your business when searching online. Consider which key words to use in promoting your business, and make sure that your opening hours, URL, and business premises are all present and correct online.

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Find your perfect partners -

Small businesses owners can build ties in the community and boost each others' profiles by partnering up with others offering complementary services. For example, discounts at a sportswear store when signing up at a local gym, and vice versa.

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Make connections -

A successful day of sales might help cash flow, but building a loyal customer base and network of key local businesses is even more important. Small business owners should make sure they have business cards and marketing materials ready to hand out during Small Business Saturday.

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Stock up -

It might sound obvious, but if you're going all out to promote your Small Business Saturday event, you'll want to make sure you have enough stock to satisfy a surge in interest.

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Make sure you have the staff -

On a similar note, make sure you have the staff necessary to make the customer experience a positive one. Plan staff timetables well ahead of time, and make sure you have extra help lined up in case of any unexpected absence.

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Provide a personalized experience -

Small businesses can often provide a level of customer service that isn't available at major high-street stores. Showing a genuine interest in customers and making sure that they have a positive experience is key to ensuring they come back—and tell their friends.

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Spread the love -

A little can go a long way when it comes to keeping customers sweet. Offering inexpensive treats, such as candy, to anybody entering the premises can be an easy and inexpensive way to make sure they walk away smiling.

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Make potential customers comfortable -

Potential customers might not be spending on the day (especially if they've been on a Black Friday shopping frenzy), but a positive experience, and a pressure-free opportunity to sample what you offer, should help ensure they come back when they have cash to splash.

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Appeal to bookworms -

Before Amazon began selling books online, physical bookstores didn't have to battle for bookworms' business in the same way as they do today. But readings from local authors and kids' story-time sessions are nice ways to get book-hungry shoppers through the door on Small Business Saturday.

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Small Business Saturday online -

Just like major retailers, many small businesses ramped up their online selling in 2020 and beyond. It's perfectly possible to shop local online. Local Chamber of Commerce websites often list local businesses, and searching for sellers on Instagram and online marketplaces like Etsy can be a good place to start.

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Tag social media -

Customers can help promote the event by taking photos and tagging the business on social media. If you've had a great lunch at a local restaurant or a fantastic boutique shopping spree, tag them in your online activity.

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Bring the family -

If your kids are accustomed to heading to major malls, it could be time to introduce them to the joys of a more local experience. Seeing familiar faces from the community can be a much more personal experience than scanning items at a high-street retailer.

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Leave positive reviews -

Customer reviews can make or break a small business. If you've had a good experience, don't keep it to yourself—shout it from the virtual rooftops.

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Send and accept email invitations -

Sending out email invitations to special Small Business Saturday events can be a good way to get people through the door. Do make sure to use something enticing in the subject line.

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Shop for holiday presents -

For shoppers, the lure of big discounts at Black Friday can be hard to resist, but try not to blow all your holiday shopping budget before Small Business Saturday. Whether shopping at brick-and-mortar stores or online, you're likely to find the kind of thoughtful gift that just isn't offered by huge companies.

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Keep thinking small -

Small Business Saturday is a great way to raise the profile of local businesses, but it's important to remember that these companies need support all year-round.

Sources: (Business News Daily) (American Express) (Zenefits)

See also: Black Friday hacks to help you bag real bargains

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