Small businesses have been hit hardest by the latest economic downturn. That is why, now more than ever, small businesses need to get active in Small Business Saturday. What is it? It is a brilliant holiday marketing strategy started by American Express in 2010. The beauty of this holiday for small businesses falls between famous/infamous Black Friday and Cyber Monday. If the big brick and mortar retail stores and the online companies should get their own shopping day, why shouldn’t small businesses? This is an opportunity for you to promote your business during the busiest shopping season of the year. According to Visa, 82% of consumers plan to shop small businesses for the holidays. Consumers are more aware than ever that small businesses create a huge chunk of our economy, and they want to do their part to support the local economy. Taking advantage of Small Business Saturday to get those shoppers into your establishment is a must. Here’s how to get started:
Plan it out
Find out from the local Chamber of Commerce what is in the works for the event. Ask how you can participate. If they aren’t planning anything, ask them if they would, and how you can help. Team up with some other businesses to make it an event. Ask your neighboring businesses what they have done in the past that worked and didn’t work. Think about ways that you could get involved in other local/community activities and drives to help promote the holiday, like Turkey Trots or Thanksgiving parades, toy drives, sporting events, and other local charity events. Determine how you can get people in the front door and what offers they won’t be able to refuse. Also, utilize the resources on the American Express website for additional ideas.
Get festive
Ditch the Ebenezer Scrooge mentality because it is important that you get festive. People like to shop where they feel they are not just buying something but are getting an experience. Part of the fun of shopping during the holidays is the festiveness of each and every location. Light up your store, get out the decorations, put on the music. Even if you are only online, you can jazz up your website, social content and online catalog to present your goods and services in a merry way.
Plan an open house on Small Business Saturday. Bring in the music and the food to create a celebratory mood for the event. The happier people are, the more willing they are to shop!
Shout it from the rooftops
Devise a plan for getting the word out. Plan an email blast and a social media campaign to notify current and future customers of the event. You can mention how important small businesses are to local economies and how much you appreciate them shopping locally first! Start now to get the buzz going! Maybe send out a picture of a jack-o-lantern with a Santa hat and the line, “It’s not too early to think about that holiday in December!” to get the campaign rolling! Include information about new products and services that will be available. Mention any promotions and sales that you are planning to get them excited for the future. Maybe even offer an early bird discount for those who like to get their shopping done early and with no crowds!
Giving begets giving--customers love buying products and supporting businesses that have a philanthropic angle. They feel like they get twice as much for their money. Therefore, consider donating a percentage of each sale to a local charity! Include these hashtags with any of your social media content: #SmallBizSat, #Shopsmall, #SmallBusinessSaturday.
This year Small Business Saturday isn’t just a great marketing idea, it is an initiative that is helping an industry that makes up 99% of the businesses in this county! Small businesses are the backbone of our country. Make the most of this holiday shopping event to grow your business or even to start your very own gift giving!