Disclaimer: Information in the Business Financing Blog is provided for general information only, does not constitute financial advice, and does not necessarily describe Biz2Credit commercial financing products. In fact, information in the Business Financing Blog often covers financial products that Biz2Credit does not currently offer. 

American Express partnered with the Small Business Administration (SBA) and created Small Business Saturday in 2010, and it has been a staple for small businesses to attract new customers. In 2023, consumers spent a whopping $17 billion in their communities on a single day. Immediately following Black Friday, Saturday, November 30, 2024 could bring in over $20 billion in sales to local businesses. 

Here are seven ways small business owners can capitalize on Small Business Saturday with marketing ideas for small businesses to extend sales well past the holiday shopping season. 

1. Deliver an Exceptional In-Store Experience

For many customers, Small Business Saturday is about connecting with their local communities and the local small businesses around them. Entrepreneurs can use this to their advantage by creating an unforgettable in-store experience. 

• Personalized Greetings: Greet every customer and offer extra assistance when consumers are looking for a special touch on November 30th. 

• Bring The Holiday Spirit: Add festive decorations and signage to start the holiday season (and end of year) with festivities and warmth. 

• Interactive Elements: Offer samples, gift card raffles, or organize workshops catering to your customers. These small moments and interactions make Small Business Saturday memorable. 

Memorable in-store experiences can leave a lasting impression, making customers more likely to return. 

2. Offer Exclusive Small Business Saturday Deals

Offering Small Business Saturday promotions can bring in plenty of potential customers, but also feed your pipeline for the foreseeable future. 

• Bundle Deals: If you have items that are hot sellers, you may consider pairing them with items that have been harder to sell this year. This could also be a strategy for Cyber Monday sales as well. 

• Buy More To Save: Customers on Small Business Saturday are eager to spend. Incentives to sell more products could be worth considering. 

• Early-Bird Specials: For those who show up early to support you, consider offering discounts, tastings, or free gifts at the door. 

These deals attract new customers and also reward your year-round customers. 

3. Capture Customer Information Strategically

Your ultimate goal is to continue the relationship after they shop local on Small Business Saturday.  

• Email Sign-Ups: An easy way for retailers to capture customer emails is to host a giveaway. It can be as simple as a tote bag with holiday gifts, but the emails of active customers are worth its weight in gold. 

• Loyalty Program Enrollment: Introduce a loyalty program and encourage sign-ups by offering bonus points or special perks on their first purchase. Loyalty programs are proven to work and can be a powerful way to improve marketing for a small business. 

• Social Media Engagement: Create a hashtag for your event and encourage shoppers to tag your business in their posts. 

Like any email list, be wary of how you use it. Flooding customer inboxes may not be the best marketing strategy to continue making sales after Small Business Saturday. 

4. Leverage Social Proof and Testimonials

Your customers will thank you for a job well done. Don’t be shy about asking for their support on social channels for positive reviews and feedback. 

• Encourage Reviews: Hand out marketing materials asking satisfied customers to leave a review on Google, Yelp, or your social media pages. 

• Happiness Spread Around: Capture testimonials from both repeat and new customers about their positive experiences. You can use this for future marketing materials. 

Seeing other people enjoy your products or services can be one of the best marketing strategies to attract new customers to your business. 

5. Follow Up After the Event

Small Business Saturday is just the beginning. Following up with your customers is critical to turning a one-time shopper into a repeat buyer. 

• Personalized Emails: Send thank-you emails afterward thanking customers for showing up as one of your marketing strategies. You could even potentially include exclusive offers or a discount code to bring them back. 

• Bring Customers Into Your Circle: Invite customers to upcoming events, product launches, or special promotions. 

• Survey for Feedback: Ask for their opinion during Small Business Saturday. You can take this feedback and make adjustments going into the holiday season. 

Whether your customer is in-person or online shopping, that extra touch can make all the difference. 

6. Invest in a Stellar Customer Service Experience

Great customer service builds loyalty. 93% of customers who receive excellent customer service say they will be repeat customers. 

• Responsive Support: Ensure your team is ready to answer questions, handle returns, and resolve any issues quickly and efficiently. 

• Human Touch: Personalize interactions wherever possible by using customers’ names or referencing previous purchases. 

• Post-Purchase Care: Follow up on purchases to ensure satisfaction and offer assistance with product use or troubleshooting. 

Happy customers are more likely to advocate for your business and return themselves. 

7. Build a Sense of Community

Many people shop small because they value the sense of community it fosters. Here’s how you can continue investing in those around you along the way: 

• Collaborate Locally: Partner with other small businesses to create cross-promotional opportunities or bundle deals. 

• Support Local Causes: Donate a portion of your sales from Small Business Saturday to a local charity or host a fundraising event. 

• Stay Engaged: Use social media and your website to highlight your involvement in the community throughout the year. This is a fantastic marketing idea for small businesses to stay at the top of the mind of their local community. 

Customers who feel connected to your business are much more likely to stick around. 

Final Thoughts 

Amex has done a fantastic job promoting its Small Business Saturday in the 14 years it’s been going. And now, it’s your turn as a small business owner to take the initiative and run with it. 

The best marketing for small businesses for this holiday is to focus on delivering an exceptional experience, following up, and showing genuine appreciation for their support.  

With the right approach, Small Business Saturday can be the start of long-term success for your small business. Take the time to implement these strategies, and you’ll be well on your way to transforming casual shoppers into loyal customers who support your business all year long. 

FAQs about Small Business Saturday 

Is Small Business Saturday still a thing? 

Yes, Small Business Saturday is still actively promoted by American Express and the Small Business Administration. It’s a valuable piece of marketing for small businesses. 

What is the impact of Small Business Saturday? 

Each year, billions of dollars are spent by consumers with local businesses. Studies show that these dollars have a much longer economic impact than those spent with major companies. 

How much do people spend on Small Business Saturday? 

In 2023, consumer spent over $17 billion on Small Business Saturday. 2024 could deliver an even larger number. 

Why did American Express start small business on Saturday? 

American Express started Small Business Saturday in 2010 to support small businesses after the 2008 Great Financial Crisis. Additionally, it was made to focus on small businesses between Black Friday and Cyber Monday holidays.