Launched by American Express, the first-ever Small Business Saturday took place on Nov 27, 2010. The promotion encouraged holiday shoppers to support small, local businesses. The event grew as local mayors, governors, the U.S. Senate and President Obama voiced their support of Small Business Saturday. By 2015, 95 million shoppers generated an estimated $16 billion in sales on the day nationwide.
This year, Small Business Saturday takes place on November 26. Small business owners can take advantage of the occasion to drive traffic -- and holiday shoppers -- to their stores. Here are some tips to take advantage of Small Business Saturday.
Take Advantage of Social Media
Use social media (Twitter, Facebook, Instagram, etc.) to promote your business and any special offers. Incorporate a hashtag (ex: #smallbusinesssaturday, #shopsmall) when promoting.
Invite Local Officials to Shop in Your Store
In 2015, President Obama shopped at a local bookstore on Small Business Saturday in Washington, D.C., and elected officials in all 50 states championed the event. Invite the mayor and other elected officials to participate this year.
Offer Refreshments
Everyone loves a treat. Even something as simple as cookies or candy help bring a smile to shoppers' faces. If your company is in the food business, offer some free samples of items you'd like to push during the holidays..
Co-Promote with Neighboring Businesses
Create partnerships with neighboring businesses that will send your customers to their establishments and their customers to yours.
Enlist Cause-Related Marketing
American Express's "Charge Against Hunger" changed the playing field in 1992. At the time, the credit card company was facing some difficulties with its restaurant partners. Restaurant owners were disputing American Express' fees, which were perceived as high, and were questioning their commitment to merchants and local communities. Therefore the company needed a vehicle to create better relationships with individual restaurants and also to establish links with new ones in the locality.
The promotion became a big hit for American Express and the restaurants and set the standard for cause-related marketing ever since. People like to support local businesses -- especially when they know a portion of their spending will help the less fortunate.
Small Business Saturday celebrates small businesses and all they do for their communities. I join officials across the country, including SBA Administrator Maria Contreras-Sweet is among the supporters encouraging Americans to Shop Small on Small Business Saturday.
