Every Thanksgiving, the media focuses on the madness that is Black Friday. Expensive print and broadcast commercials promote Black Friday sales and local news programs highlight long lines of shoppers waiting to invade the big box stores. As a small business owner, the holiday hype around big business might discourage you. However, the day after Black Friday is evolving and can help spike your sales.
The first-ever Small Business Saturday took place on November 27, 2010, encouraging shoppers across the country to support small, local businesses. Just one short year later, the day became official when the United States Senate unanimously passed a resolution of support for Small Business Saturday. 2015 was a banner year for Small Business Saturday with 95 million people shopping at small businesses.
Small Business Saturday is now celebrated annually on the Saturday after Thanksgiving. Here’s a rundown of how you can prepare for the big day.
Dedicated Marketing Materials
Check the Shop Small website. They offer free posters, customizable flyers and social posts to help you promote the day.
In addition to the free branded materials, get creative to drive foot traffic if you have a bricks and mortar location. Something as simple as a bunch of balloons outside of your business can catch the eye of a shopper.
Get the Community Involved
Getting the community involved in the day is a great strategy. Download a free event guide inspired by past successful campaigns across the country. Partner with other small businesses in your for a neighborhood scavenger hunt, a selfie contest or other creative activities that can draw a crowd of local shoppers. Free materials from the Shop Small website that are available this year include table tents, posters and social media posts.
Create a Great Offer
In addition to planning and preparing, make sure that you thank your small business shoppers with a special offer. They’ll be glad they shopped with you and more likely to become a repeat customer. Try out a gift with purchase offer, free branded merchandise (water bottles, tote bags, etc.), a discount on shipping or other goodies that won’t hurt your bottom line.
Stock Up on Inventory
Don’t get caught without popular products! Look at your cash flow analysis over the years and plan accordingly. Now is a good time to decide if you will need extra funding to get through the holiday season.
For more up-to-the-minute information and advice, follow these Shop Small social media pages linked below. Have a great Small Business Saturday!
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