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Small Business Saturday Ideas to Promote Your Business

Payment Processing

Have you been developing Small Business Saturday ideas for the big event on November 28th? Small Business Saturday was created by American Express in 2010 as "a day set aside to celebrate and shop at small businesses," and since then has joined the ranks of Black Friday and Cyber Monday as one of the key shopping days of the year.

What's your small business doing to prepare for the national event? Here are tips to make the most of it:

1. Get Active on Social Media

Let people know about the big day on all of your social media platforms. Using the hashtag #ShopSmall on your Tweets will ensure they appear on the Small Business Saturday Twitter feed. Plenty of information and promotional ideas can be found on the Small Business Saturday Facebook page and you can share pictures with your followers by using the #shopsmall hashtag on Instagram.

Don't be "frugal" with your posts, either. Spread the word early and often in order to build excitement and get people into your place of business.

2. Keep Customers Informed Offline, Too

Do you send out newsletters to customers? If so, make Small Business Saturday a key theme for the month of November. Get Small Business Saturday signs and posters printed to display prominently throughout your store. Explore partnership opportunities with other small businesses in your neighborhood, including a joint purchase of advertising space in the local newspaper or on TV or radio.

3. Plan an Event

By injecting some extra fun into the day, you'll likely generate keener interest among current and prospective customers. Small Business Saturday ideas might include:

  • Hosting a kick-off breakfast.
  • Having a musician or musical act perform in your store.
  • Sponsoring an in-house prize drawing.
  • Serving free coffee and doughnuts.
  • Offering door prizes, customer appreciation gifts, discount coupons, etc.

Think carefully about what your target customers might want out of Small Business Saturday. Will they be drawn by deep discounts in the price of your products or services? Or is an appeal to "give back to the local community" more likely to resonate with people? Determining what your target customers want or need can help shape the message you send out via social media, newsletters, advertising, and other marketing channels. Also, look into expanding your business hours (either opening earlier or closing later) to make the shopping experience more convenient.

4. Build Your Customer Database

If you're successful in attracting a bigger-than-usual crowd to your business, don't waste the opportunity to capture new customer contact information. Invite people to share their email address, "like" you on Facebook, sign up for direct mail promotions, etc. Follow the same process on your small business website as well. It's critically important to nurture every lead you get so you can stay in touch with customers throughout the rest of the 2015 holiday season and well into the New Year.

While online shopping has become increasingly popular, Small Business Saturday represents a unique chance to remind shoppers that great products and services are available in the brick-and-mortar stores in their own neighborhood. Working hard to promote your business on this special day may lead to an improved sales outlook for 2016.


This website contains articles posted for informational and educational value. Paychex is not responsible for information contained within any of these materials. Any opinions expressed within materials are not necessarily the opinion of, or supported by, Paychex. The information in these materials should not be considered legal or accounting advice, and it should not substitute for legal, accounting, and other professional advice where the facts and circumstances warrant.
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