Empowering Small Business Success On Small Business Saturday: Essential Tips For SMBs

Small Business Saturday (SBS) is fast approaching on November 30, 2024, presenting an exciting opportunity for small businesses to connect with their communities and enjoy a revenue boost. Established by American Express in 2010 to support small, local businesses during the busiest shopping season, SBS has grown into a nationwide event embraced by millions. In 2011, the U.S. Senate unanimously passed a resolution to officially support Small Business Saturday, and since its inception, SBS has generated over $163 billion in spending at small businesses.

We understand that small and medium-sized businesses (SMBs) face unique challenges and that smart planning can help them compete with larger companies. Here are practical tips to help your business thrive on Small Business Saturday and maximize the day’s revenue-generating potential.

Small businesses continue to be the backbone of our communities, contributing significantly to local economies and employment. Recent studies reveal that 68 cents of every dollar spent at a small business stays in the local economy, demonstrating the importance of supporting these businesses. While larger corporations might dominate holiday advertising, SBS remains a dedicated day for celebrating small, independent businesses and the value they bring.

A successful SBS often depends on preparing well in advance. Here’s a breakdown of what you can do to make the day smooth, productive, and memorable for your customers:

1. Staff strategically: Increase your staffing levels if possible, especially if you anticipate higher foot traffic. Make sure employees are well-informed about promotions, popular products, and key talking points to create a consistent and enjoyable experience for customers. Discuss roles and expectations ahead of time to avoid confusion and maximize efficiency.
2. Stock up: Review your inventory from previous years to identify popular items, and ensure these are well-stocked. Display them in accessible areas to help customers find them quickly. For industries like hardware, lumber, and office supplies, anticipate seasonal needs and prepare your inventory accordingly. A streamlined ERP can help track inventory and quickly flag stock levels so you’re never caught off guard.
3. Prepare a plan for sold-out items: With high demand comes the possibility of running out of stock. Develop a strategy for handling these situations, such as offering waitlists, pre-orders, or discount codes for future purchases. Ensure your staff can gracefully manage expectations by communicating alternatives or offering a similar product to maintain customer satisfaction.

In the weeks leading up to Small Business Saturday, use the following marketing strategies to get the word out and build excitement:

1. Email marketing campaigns: Kick off with targeted email blasts that feature promotions, product highlights, and a countdown to SBS. Segment your email lists for more personalized outreach; for example, tailor your messages to loyal customers versus occasional buyers to make each email impactful.
2. Social media outreach: Social platforms are great for engaging your audience and promoting SBS-specific deals. Create posts that give followers a glimpse behind the scenes or showcase what makes your business unique. Include hashtags like #SmallBusinessSaturday and #ShopSmall to join the larger SBS conversation.
3. Partner with local businesses: Consider collaborating with neighboring businesses to cross-promote each other or even create a local Small Business Saturday experience. For example, if you’re a retailer, team up with a local café for a discount bundle. Partnering with complementary businesses helps broaden your reach and reinforces the local, community-driven spirit of SBS.
4. Engage with community champions: Many communities have Neighborhood Champions, organizations that promote SBS by sponsoring local events. Reach out to your local chamber of commerce or visitor centers to see if there are opportunities to get involved. Participation can amplify your visibility and signal your commitment to the local economy.

Once SBS arrives, your business can stand out by providing an enjoyable, memorable experience:

1. Personalize interactions: Adding small, personalized touches can set your business apart. Consider providing handwritten thank-you notes, offering exclusive discounts, or adding a seasonal treat to purchases. Even simple gestures can leave a lasting impression, especially for industries like home construction, office technology, and office supplies, where brand loyalty is crucial.
2. Extend your hours: If feasible, extend your business hours to give customers more opportunities to shop. Many people will be visiting multiple stores or spending time with family, so flexibility in hours can help them fit in a trip to your store.
3. Create a festive atmosphere: Draw shoppers in with a lively setup. Eye-catching signage, music, and décor can encourage foot traffic and make the experience enjoyable. For those in service-oriented industries, consider offering demonstrations, hands-on activities, or giveaways that encourage people to linger and engage with your products or services.
4. Boost social media activity: Use SBS to enhance your social media presence by sharing customer stories, employee stories, live-streaming your in-store events, or posting updates on your promotions. Engaging your online audience throughout the day can also encourage more foot traffic and strengthen connections with loyal and potential customers.

Small Business Saturday is more than just a busy day—it’s a celebration of small businesses' ingenuity, resilience, and essential role in the economy. Whether you’re in hardware, manufacturing, home construction, retail, or another industry take advantage of SBS as an opportunity to connect with your community, showcase your unique offerings, and grow your loyal customer base. With careful planning, engaging marketing, and a team prepared for success, you can turn SBS into a rewarding day for both your business and your customers.

We’re proud to empower small businesses with robust ERP tools that enable efficient operations, inventory management, and customer relationship management, giving small-to-midsize businesses the capabilities to meet customer expectations during peak times like SBS. By investing in the right technology and planning ahead, your small business can confidently serve customers, enhance their shopping experience, and build loyalty that lasts well beyond the holiday season.