Somewhere between all the big box stores’ steep discounts on Black Friday and Cyber Monday, small businesses need some love, too. That’s why Small Business Saturday was invented by American Express in 2010, and the U.S. government declared it official in 2011. If you run or work at a small business, mark your calendar and get ready for Saturday, November 30th.
People love supporting small businesses. And with nearly 34 million (wow!) small businesses across the U.S., people definitely have options. They just need a little guidance on where to look for the SMBs that match their interests, needs, and values. We’ve got some tips to help your business really stand out to your target audience this Small Business Saturday.
Let’s get started.
Make it a thing
Sales and special promotions are a start, but Small Business Saturday gives you the perfect opportunity to do more. Add excitement by making the day an event people want to be a part of and promote it ahead of time online and in print.
In-person events are perfect for retail, but even an ecommerce business can turn the day into an event with a time-sensitive sale or giveaway. Maybe for one hour only, you throw in a free gift with every order or offer a deep discount on a popular item.
Make it a community thing
Team up with other local businesses. You can make it a shared event to get more involvement and support each other. Local news outlets would be especially interested in a community event like this. You could even write a press release about it to send out in advance of the event in hopes of getting coverage.
Make it a helpful thing
Whether it’s helping people buy for everyone on their list with a handy gift guide or giving back to a charity that aligns with your values, this is the perfect time to go for it.
Get creative with this. You could offer a free class during the event that relates to your business and teaches a valuable skill, or set up a gift wrapping station for customers to start their wrapping early. For an ecommerce business, you can provide a helpful resource like a new blog post or video series that gives customers holiday planning tips related to your business/industry.
Make it a fun thing
For an in-person event, think about music, lights, even light refreshments including snacks and hot drinks. Make it an event people enjoying their long holiday weekends will want to attend. And if you’re an ecommerce business, you can find ways to create a fun online experience, too. You could post social media polls for customers to vote on their favorite holiday traditions, songs, or something else people can relate to and get excited about.
Make it a kids’ thing
If you’re running an in-person event, setting up a station for the kids with coloring sheets, educational games, and healthy treats is something parents will really appreciate. Online only? For every purchase that includes a kids’ item, think about adding a small, free kids’ gift or card to the order.
Make it a contest thing
People love free stuff, and contests can create buzz and boost awareness of your business. For the holidays, ugly sweater contests are always a lot of fun.
You could also think of a contest idea that really aligns with your brand. For example, at Quill, we recently ran a Retire Your Coffee Maker contest during which we gave away 3 Keurig® coffee makers to the businesses that posted the best “retirement party” scenes for their old machines. It was a hit – and we know your contest can be, too.
Make it a repeat thing
Keep the momentum going. However you get the customers in the door (or on the site) on Small Business Saturday, keep them coming back. Encourage customers to sign up for one of your classes, buy a gift card, join your email list, or something else that will bring them back later in the year.
Supporting your business is our thing
At Quill, we’re all about helping small businesses win. Check out our Business Solutions Center for tools to help you with your business needs, and shop for all the supplies you need across office, breakroom, technology, and more.
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