Small Business Saturday is the perfect opportunity to shine a spotlight on your small business, connect with your community, and boost holiday sales. Celebrated every year after Black Friday, this day encourages people to support local brick-and-mortar businesses or small online businesses like yours.
But to truly stand out, you need creative marketing strategies that capture attention and drive engagement. From hosting giveaways to launching exclusive discounts, the right tactics can turn casual shoppers into loyal customers.
In this blog post, we will explore actionable and fun marketing ideas to help you make the most of Small Business Saturday and celebrate the power of shopping small!
Table of contents
- 1. Provide exclusive discounts
- 2. Unveil a new product
- 3. Partner with other small businesses
- 4. Include a free gift with purchases
- 5. Organize a giveaway
- 6. Boost your loyalty program
- 7. Host a Small Business Saturday event
- 8. Support a charity
- 9. Prepare Small Business Saturday social media posts
- 10. Promote gift cards
- 11. Create an email marketing campaign
- 12. Leverage user-generated content
- 13. Prioritize customer service
1. Provide exclusive discounts
Want an easy way to draw in customers and make them feel appreciated when Small Business Saturday rolls around? Offer enticing deals for them to enjoy!
Shoppers appreciate a great deal, and discounts create a sense of urgency that encourages them to shop now instead of later. Try percentage-off sales, buy-one-get-one offers, or “spend-and-save” deals—whatever fits your business best.
Consider rewarding your most loyal customers with early access to the sale or unique perks, spreading the word about your discounts via social networks and email newsletters.
Make the offers time-limited and emphasize the exclusivity to drive excitement. Use this opportunity to highlight what makes your venture unique and thank your community for supporting small businesses.
Source: Goddess Ghee on Instagram
2. Unveil a new product
With Black Friday and the rest of Cyber Week marking the beginning of the holiday shopping season, Small Business Saturday is a wonderful time to introduce a new offering to your target audience!
Tying a product launch to this special day creates buzz while emphasizing the importance of shopping small and/or local. Whether it’s a seasonal item, a limited-edition product, or a brand-new service, showcasing it on Small Business Saturday can drive traffic and sales.
Build anticipation with sneak peeks on social media or through email. In addition, you might opt to offer exclusive access to the first buyers or include an exclusive launch-day discount.
Use the story behind the product to connect with your audience—why you created it and how it reflects your business values. It’s the perfect way to celebrate your small business’s creativity!
3. Partner with other small businesses
Teaming up with other small businesses is a fantastic marketing idea to boost your visibility and share the love in your community! Collaborating creates a win-win scenario: you attract each other’s customers, save on marketing costs, and create a stronger local network.
Consider cross-promotions, like bundling your products with a partner’s, or hosting a joint event. You could even run a shared giveaway to encourage customers to visit both businesses. Social media shoutouts, co-branded flyers, and exclusive discounts for customers who shop at both locations are great ways to collaborate.
Pro tip: Choose partners whose target audience and values align with yours to make the most impact. Remember, together you’re not just businesses—you’re a community, celebrating what makes shopping small so special!
Source: Mountain Rose Herbs on Instagram
4. Include a free gift with purchases
Every customer loves getting something extra—it creates excitement and adds value to their shopping experience. For Small Business Saturday, why not delight shoppers by slipping a free product into their orders?
With this marketing tactic, it's best to choose gifts that align with your brand, like a sample of a product, a branded item, or a festive goodie. For added fun, make the gift a mystery to help spark curiosity. You can also set a minimum spend to receive the gift, encouraging customers to shop a little more.
Just ensure that the gift is practical, unique, or memorable—it will leave a lasting impression and keep customers coming back for more heading into the new year and beyond!
5. Organize a giveaway
Giveaways generate excitement and encourage people to visit your store, online or in person. They’re also a fab tool for growing your social media following and email list!
You might offer, for example, a free product, gift card, or exclusive experience. Try creative entry methods, like tagging friends, sharing your post, or making a purchase to enter.
Just be sure to clearly outline the rules and make the entry process simple. This can help maximize participation and brand awareness.
Source: Indie Book Buzz on Instagram
6. Boost your loyalty program
Although getting new customers in ecommerce or traditional commerce is essential to growing your venture, it's a good idea to do your best to keep your existing customers happy too. This is because a returning customer is more likely to continue buying from you repeatedly.
“After one purchase, a customer has a 27% chance of coming back. If they make a second and third purchase, their chances of returning increase to 49% and 62%, respectively.”
Smile.io
By giving your loyalty program a boost for Small Business Saturday, you can build lasting customer relationships while driving immediate sales. Loyalty programs reward repeat customers, turning them into ambassadors for your company.
Small Business Saturday is the perfect opportunity to double down, as shoppers are already motivated to support local businesses. Why not give them an extra reason to choose you?
Consider offering double points or exclusive rewards just for purchases made on Small Business Saturday. Launch a referral incentive to bring in new customers or add a “surprise gift” tier to delight your most loyal patrons. A well-timed loyalty boost ensures customers not only show up but keep coming back!
7. Host a Small Business Saturday event
Hosting a fun event for Small Business Saturday is a great way to attract attention, build connections, and create a memorable experience for your customers.
Events create buzz, encourage foot traffic (or online traffic), and set your small business apart from competitors. They’re also perfect opportunities to showcase your products or services while fostering a sense of community.
When it comes to the kinds of online or offline events you might host for people doing their shopping for the holidays, here's a list of possible options to inspire you:
- product demos or tastings,
- DIY workshops,
- a webinar or class,
- a holiday photo booth,
- local artist showcases, and
- customer appreciation parties with snacks and music.
Regardless of the type of event you organize, be sure to advertise it well in advance using social media, email, and posters. In addition, think about adding incentives, such as special deals, raffles, or exclusive discounts to encourage attendance. You might also consider live streaming or posting highlights online to attract digital audiences.
Source: NOOMOON on Instagram
8. Support a charity
Supporting a charity as part of your Small Business Saturday marketing strategy is a win-win tactic that boosts goodwill and showcases your commitment to the community. Customers love knowing their purchases contribute to a good cause, which can inspire more purchases and deepen brand loyalty. It’s also a meaningful way to give back during the holiday season!
When looking for a cause to support this holiday season, aim to partner with a charity that resonates with your community. You can then donate a percentage of your sales generated on Small Business Saturday or opt to donate a specific dollar amount.
Another way to support your chosen charity is to encourage customer participation and offer to match customer donations or host a donation drive. Also be sure to share the impact with your target audience by posting updates and news on social media to show how their purchases and/or donations made a difference!
9. Prepare Small Business Saturday social media posts
Social networks offer businesses an excellent opportunity to strengthen connections with current and potential customers alike and get people excited for upcoming events or promotions. The content you share with your target audience on social media can help take your Small Business Saturday marketing efforts to the next level.
You don't want to wait until the very last minute to create your posts, though! Preparing Small Business Saturday social media content in advance will give you more time to reflect on what will most resonate with your ideal customer.
The best types of posts to share will of course depend on your goals as well as the preferences of the shoppers you're hoping to reach, but here are a few ideas to help you get started:
- Small Business Saturday countdown: Share posts leading up to the big day to generate excitement and anticipation.
- Behind-the-scenes content: Demonstrate how you create your products, give your followers a tour of your home office, prepare an order, or take your audience with you to an event to show the human side of your brand.
- Customer testimonials: Share success stories involving your products to build trust and encourage new shoppers to purchase your offerings.
- Announcements: Let your followers know all about upcoming deals or exciting store news to give them plenty of time to prepare their wish lists (and their wallets).
- Thank-you post: Show your gratitude by sharing a heart-felt post to thank your audience for all their support throughout the year.
Source: Spruce Collective on Instagram
10. Promote gift cards
While some people are super easy to shop for, others require a bit more reflection. And in some cases, giving a gift card is the easiest way to go and the safest bet!
For this reason, promoting gift cards to use for your store can be an advantageous marketing strategy for Small Business Saturday.
Gift cards attract new customers when recipients redeem them, ensuring future sales, while also offering a convenient option for last-minute holiday shoppers. Plus, studies show gift card holders often spend more than the card’s value, boosting your revenue.
There are various ways to use the gift card idea for Small Business Saturday. For example, you might offer a free $10 gift card for every $50 purchased. You can also highlight the convenience of gift cards, promoting them as the perfect "one-size-fits-all" present that consumers can use any time of the year.
Don't hesitate to also avail of social networks to share festive graphics and testimonials about how easy and thoughtful gift cards are!
11. Create an email marketing campaign
Emails land directly in your customers’ inboxes, making them a personal and effective tool to promote your business with special Small Business Saturday offers, new products, brand news, or exclusive events.
To increase your chances of success with your email marketing campaign, use eye-catching subject lines like “Shop Small, Save Big This Saturday!” to grab attention and include clear calls to action, like visiting your store, redeeming a discount, or joining your loyalty program.
In your email marketing content, you will also want to highlight the importance of shopping small and showcase what makes your business unique, adding a sense of urgency with limited-time deals as well. Be sure to schedule emails strategically—send teasers a week before, a reminder the day before, and a thank-you note after the event.
Source: Beefree
12. Leverage user-generated content
Taking advantage of user-generated content (UGC) for Small Business Saturday is a smart, cost-effective marketing strategy for building buzz and showcasing real customer love! UGC—like photos, videos, or reviews—feels authentic and builds trust, making your brand more relatable.
Encourage customers to share their experiences with your products or services by creating a branded hashtag or running a social media challenge. For example, you might ask customers to post photos of their purchases with your hashtag for a chance to win a prize.
Share their content on your own platforms to spotlight your loyal fans and inspire others. Remember to engage with every post by liking, commenting, or reposting, as it shows appreciation and boosts visibility.
13. Prioritize customer service
Amazing customer service has the power to transform a one-time buyer to a loyal brand advocate. While you're hopefully offering stellar customer service all year long, Small Business Saturday is a good moment to boost this aspect of your store, highlighting one of the perks of shopping with small businesses.
To show shoppers you care this holiday season, here are some simple yet effective ideas for actions you can take, whether you run a physical or online store:
- Train your team: If you have other people working for you, be sure that all staff members are well versed in your products, services, and promotions to confidently assist customers and create a seamless shopping experience.
- Provide personalized assistance: Provide one-on-one attention to shoppers by helping them find the perfect gift or service for their shopping list needs, making their visit memorable. This can be done in person for brick-and-mortar shops or with the help of gift guides and/or chatbots for ecommerce sites.
- Prepare for increased traffic: Consider having extra staff on hand, streamlining checkout processes, and ensuring that the store is well organized to handle a busy day smoothly.
- Delight customers with special surprises: Offer small free goodies, complimentary gift wrapping, or a personalized note to make customers feel valued and appreciated and to say "thank you for your purchase."
- Gather feedback: Set up a suggestion box or follow up with surveys to learn what customers loved and how you can improve your offerings and marketing strategy in the new year.
Small Business Saturday FAQ
What and when is Small Business Saturday?
Small Business Saturday is a shopping holiday celebrated the Saturday after Thanksgiving. It shines a spotlight on local, independently-owned businesses, encouraging communities to shop small and support entrepreneurs.
It's a festive day where every purchase fuels dreams, boosts local economies, and spreads neighborly cheer. Taking place both online and offline, Small Business Saturday provides small businesses with a great opportunity to boost their revenue, especially when combined with creative marketing ideas.
What company started Small Business Saturday?
Small Business Saturday was started by American Express in 2010. The initiative aimed to encourage holiday shoppers to support small and local businesses amidst the economic challenges of the Great Recession.
Launched as a marketing campaign, it took place on the Saturday after Thanksgiving, positioned between Black Friday and Cyber Monday. The event gained traction through social media and community support, eventually becoming an official day recognized by the U.S. Senate in 2011.
What are the main goals of Small Business Saturday?
The main goals of Small Business Saturday are to highlight and support local, independently-owned businesses, boost community economies, and foster connections between shoppers and entrepreneurs. It’s about celebrating the unique, personal touch small businesses bring to neighborhoods, turning every purchase into a meaningful investment in creativity, community, and commerce.
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