This article first ran November 22, 2016 and has been updated.
It’s hard for small businesses to compete with the big guys. But that’s why there’s Small Business Saturday.
American Express founded Small Business Saturday in 2010, giving small businesses and brick-and-mortar stores across the country a special boost and a way to get shoppers’ attentions between Black Friday and Cyber Monday (Small Business Saturday will take place on Saturday Nov. 25 this year).
Since its founding, it’s been a powerful opportunity to reconnect with customers — and boost sales. Last year, 112 million shoppers participated spending more than $15 billion.
So, as the big day quickly approaches, it’s important to make the most of this special sales event. Think strategically and find approaches that hopefully can help you strengthen relationships and business all year long. Here are 21 Small Business Saturday ideas to get you started.
First, some basics.
1. Get web ready
Don’t forget the easy stuff. Make sure your address and contact info is correct on your website and all your social media profiles. You’d be surprised how many small businesses forget to update all their accounts as their business evolves — and busy shoppers might not know you’ve opened a new location or have new hours.
And while you’re at it, review your site as if you were a customer, ensuring that all promotions are prominently displayed and that your payment process is working properly. You should do these checks regularly — and an annual holiday sales event like Small Business Saturday is as good a prompt as any.
2. Utilize free resources.
American Express is doing the hard work for you, offering free signs, email templates, web badges, posters and other marketing materials to get your business’ name out there. There’s still time to download many of these materials and get them customized and ready to use in minutes. Next year, see if you’re eligible to order the full suite of materials (you might even be able to get on the initiative’s Shop Small map).
3. Extend your hours.
If you usually close at 5 p.m. on Saturdays consider staying open til 8 or 9 p.m. Check out the events going on in your town that night and plan accordingly, so you can make the most of the foot traffic, suggests marketing software company Vertical Response. And if you change your hours for the shopping event make sure to tell shoppers on social media and on your website.
4. Prioritize customer service.
Re-train your staff to make a good impression. Your ability to connect with customers and create more personalized experiences can help you stand out amongst competitors. According to a 2016 study, although people continue to shop online — nothing beats an in-store experience, so make sure yours is one to remember. Run through scenarios that might occur at your store during a busy weekend and give your staff the tools they need and the words to say to solve problems and help customers who might not have visited your store in a while.
Let’s make some deals — and promotions.
5. Plan incentives
Give people reason to come to your store or your events. Last year, shoppers in Oakland County, Michigan had a chance to win $5,000 thanks to a special promotion that lets shoppers text photos of their receipts. Consider your own in-store incentives, such as raffles, collecting contact information for your own upcoming events and promotions throughout the year.
6. Don’t compete with the Big Boxes.
You might be tempted to slash prices ‘Black Friday-style’ — but don’t. Doorbusters might work for major retailers like Walmart and Target, but that doesn’t mean your small business should do the same. Marcus Lemonis, the host of CNBC’s The Profit, advises small business to stay away from Black Friday-style deep discounts. Instead, remember your market is coming to you for a different reason — to support local businesses.
Get connected.
7. Join forces
Work together with neighboring shops to give shoppers more reasons to visit. In South Dakota, Downtown Sioux Falls offers a number of deals, freebies and experiences throughout the town. Last year, shoppers enjoyed free cups of espresso and a special art market — encouraging shoppers to make a day of…
