26 Small Business Saturday Marketing Ideas That Anyone Can Do

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Small Business Saturday which was launched in 2010 by American Express (Amex), has become a lifeline for small businesses across the United States. Officially co-sponsored by the Small Business Administration (SBA) since 2011, this special day focuses on celebrating and supporting small businesses. Held annually on the Saturday after Thanksgiving, it’s a golden opportunity for those considering selling locally.

Small Business Saturday doesn’t just drive sales; it strengthens the bond between local businesses and their communities. According to a Groupon survey, over 75% of American consumers plan to support small businesses on this day. It’s more than a shopping event—it’s a movement to keep neighborhoods thriving.

Strategically placed between Black Friday and Cyber Monday, Small Business Saturday hits during the holiday shopping season’s peak. This timing ensures that businesses can ride the festive wave, attracting shoppers looking for unique gifts, personalized service, and local charm. It’s the perfect setup to end the Thanksgiving weekend on a high note.

For business owners, Small Business Saturday isn’t just about one day of increased sales—it’s about long-term growth and stronger community ties. To help you make the most of this pivotal day, we’ve compiled 26 actionable marketing ideas. Let’s dive into strategies that will turn this Saturday into your best one yet!

26 Small Business Saturday Marketing Ideas Anyone Can Do

No matter how niche your target market is or your preferred channels for promotion, these Small Business Saturday marketing ideas are sure to be a hit.

Create a Sale or a Promotion

Shoppers often save up and eagerly wait for the Thanksgiving weekend to splurge. The stretch from Thanksgiving through Black Friday to Cyber Monday is a goldmine for businesses to rake in quality sales. Nestled right in the middle of these big days is Small Business Saturday, a fantastic opportunity to grab your share of the shopping frenzy. Why? A killer sale or irresistible promotion that shoppers can’t ignore!

What’s even better? Many consumers are eager to support local shops, even if prices are slightly higher than the big-box stores. This means you don’t need to match massive discounts to win their hearts. Instead, focus on smart strategies like:

1. Early Bird Specials: Reward those early risers with a special discount as soon as your doors open. It’s a great way to kickstart the day with high energy and eager shoppers.
2. BOGO Deals: A “Buy One, Get One” offer is a tried-and-true method to attract attention and boost sales, especially for retail products.
3. Category-Specific Discounts: Slash prices on selected categories—think seasonal items or bestsellers—and watch those shelves empty out.
4. Bundle Offers: Bundle complementary products into holiday-themed packages to provide convenience and value. A gift shop could combine scented candles, body wash, face and body moisturizers as a “Self-care Bundle” at a discounted price.

These strategies not only attract buyers but also add value, leaving your customers excited to shop small and shop local!

Leverage FOMO with Limited-Time Offers

Limited-time promotions generate urgency and encourage customers to act quickly. For example, a beauty store could offer “20% off all facials between 10 AM and 1 PM” on Small Business Saturday. Using countdown timers on your website or in marketing materials can further create excitement. Limited-time offers not only attract deal-seekers but also drive higher foot traffic and immediate conversions. This strategy leverages FOMO (fear of missing out), encouraging customers to prioritize your business during their shopping day.

Collaborate with Local Businesses

Collaboration is a powerful way to elevate your Small Business Saturday celebrations. Partner with nearby businesses to create joint promotions, like bundled discounts or fun scavenger hunts guiding customers between shops. These efforts can increase foot traffic. For instance, a bookstore and café could team up for a “coffee and a book” deal, where book buyers enjoy discounted coffee. Such partnerships amplify reach and provide a memorable shopping experience for customers.

If organizing alone feels overwhelming, co-hosting a larger event with other local businesses can be a game-changer. Create a directory of participating shops, collaborate on advertising, and offer incentives for customers visiting multiple stores. Alternatively, team up with just one or two businesses for a smaller, targeted event. Think of a café setting up an espresso machine at a bookstore for an interactive shopping experience. Shared marketing via social media, email, and in-store posters boosts visibility and reinforces community ties, making Small Business Saturday a win for everyone involved.

Market Your Business on Local Online Communities

Your brand’s community isn’t just about physical connections anymore. It’s thriving online too! From local Subreddits to town Facebook groups, neighbors are actively sharing tips, asking for recommendations, and engaging in discussions. These digital town squares are hotspots where businesses like yours can shine.

Join these forums to make your presence felt. If the group’s moderators allow promotions, craft a warm and inviting post encouraging everyone to visit your store on Small Business Saturday. Engage authentically, reply to posts, share helpful advice, and connect with your community. 

Promote a Cause or Support a Charity

Tie your business to a charitable cause this Small Business Saturday to connect with socially conscious shoppers. For example, if you own a pet store, partner with a local animal shelter and donate a percentage of your sales to pet adoption programs. Highlight this effort across social media, email newsletters, and in-store signage to let customers know their purchases contribute to something meaningful.

To make it even more engaging, offer a “round-up for charity” option at checkout, allowing customers to add their support. This simple gesture gives shoppers a reason to choose your business.

Leverage Social Media Campaigns

Social media is a game-changer for Small Business Saturday! Use it to create buzz around your event or sale by sharing teasers, countdowns, and sneak peeks. Encourage your followers to get involved by using hashtags like #ShopSmall or #SmallBusinessSaturday, and even offer prizes for those who share their purchases or tag your business.

Don’t just post, engage! Livestreaming the event or sharing behind-the-scenes footage, like a bakery preparing holiday treats, adds excitement. A little planning goes a long way. Tease surprise deals and use local hashtags to attract nearby customers.

You can use your marketing automation tool to track sales and gather important up-sell/cross-sell opportunities.

Advertise in Local Publications

American Express created Small Business Saturday to boost local engagement, and your neighborhood publication is the perfect place to spread the word. Whether it’s a city paper or a local flyer, advertising in these outlets ensures your message reaches the right audience: your community!

Don’t stop at ads, get creative by pitching local journalists with unique story ideas. If you’re offering something special or teaming up with other businesses, suggest a collaboration piece that celebrates shopping small. 

Start a Social Media Giveaway or Contest

Let’s face it: everyone loves a good social media giveaway! Whether it’s for a special event or just a fun promotion, a contest is a great way to drum up excitement for Small Business Saturday. Plus, it’s an easy way to get more eyes on your brand and build buzz.

Running a giveaway ahead of Small Business Saturday is a win-win. It helps you spread the word about your plans while also growing your follower count. Often, businesses ask entrants to follow their page, so by the time the event rolls around, you’ll have a bigger audience ready to shop!

Promote Online and In-Store Shoppers

To cater to all types of shoppers, offer both in-store and online promotions. For example, you could provide free shipping for online orders or exclusive in-store discounts for walk-ins. A hybrid approach lets you reach tech-savvy customers and those who prefer the in-person shopping experience.

Make sure to spread the word about your deals through your website, social media, and email campaigns. Don’t forget to highlight convenient options like curbside pickup for online orders. By blending online and in-store efforts, you’ll maximize engagement and make it easy for customers to shop however they prefer.

Decorate Your Shop for the Holidays

Get into the holiday spirit by transforming your store with festive décor! Think string lights, garlands, and themed window displays to create a cozy and inviting vibe. For example, a toy store could showcase bestsellers in a holiday-themed setup, drawing in customers who can’t resist a festive window display.

These decorations not only make your store more appealing but also attract passersby who might turn into customers. Don’t forget to share your festive setups on social media to boost online engagement. A well-decorated store invites people to linger and makes your business the go-to spot for holiday shopping.

Create a Countdown to the Event

Build the hype for Small Business Saturday by counting down on social media! You can post daily product highlights or teasers to keep people excited. For example, feature a “Product of the Day” with a quick video showing off its perks or a special discount only available on the big day.

Engaging captions like, “5 days to go! Don’t miss our Saturday deals!” will keep your followers hooked and ready to shop. A countdown campaign not only keeps your audience engaged but also makes sure they remember your store when planning their holiday shopping. 

Welcome Micro-influencers

Influencer marketing is a powerful tool for small businesses, even if you’re not a big brand with a massive budget. Thanks to the rise of micro-influencers, those with thousands of followers rather than millions, it’s become a feasible strategy for small businesses looking to make an impact, especially around events like Small Business Saturday.

Partner with local micro-influencers who have a trusted voice in your community. A gym could collaborate with a wellness influencer, or a clothing boutique might team up with a fashion expert. These influencers typically have higher engagement rates than mega influencers, meaning you’re likely to see stronger results. Offering free products or exclusive discounts in exchange for posts can help expand your reach and build credibility, driving foot traffic and online engagement.

Feature Local Artisans

Teaming up with local artisans is a fantastic way to make your store stand out. Partner with nearby creators to sell their handmade goods, think jewelry, candles, or artwork. For example, a coffee shop could feature a local potter’s unique mugs. This creates a cool, community vibe that customers will love.

Promote these collaborations with in-store signs and social media shoutouts to really highlight the local aspect of your store. Not only does this boost your product selection, but it also brings in the artisan’s followers, growing your customer base. Supporting local talent helps strengthen your community and gives your store a unique edge.

Create an Email Marketing Campaign

Email marketing is a powerful tool for building buzz around your Small Business Saturday plans. Create a multi-message campaign to keep your audience engaged and excited. Start with a teaser email, hinting that something big is coming, then gradually reveal more details in each subsequent email. Offer exclusive deals for subscribers to make them feel special.

In addition to email, try using direct mail to connect with your local community. Send out discount coupons to neighbors, encouraging them to shop small with you on the big day. Direct mail gives you a chance to foster local connections while also providing an easy way to track your ROI as each coupon used leads directly to a sale.

Create a Social Media Ad Campaign

While you’re checking your social media, why not run a few ads to spread the word about your Small Business Saturday plans? Whether you create a full ad campaign or just boost your organic posts, ads can help you reach a bigger audience and get the attention of potential customers.

If you go the full campaign route, make sure you target the right audience based on factors like location, age, and interests. This ensures your ads reach people who are most likely to shop with you on Small Business Saturday. 

Deploy Digital Marketing Paid-Ads

Boost your Small Business Saturday presence with location-specific digital ads on platforms like Google Ads and Facebook. Target local shoppers by creating eye-catching ads that emphasize exclusive offers, like “Shop Small in [Town Name] This Saturday and Save Big!” Geo-targeting ensures your message reaches customers in your area, driving more traffic to your store.

If you’re already running PPC campaigns, add a Small Business Saturday-specific one to the mix. Use local keywords and time-sensitive phrases like “holiday shopping” to capture attention. Don’t forget to craft compelling headlines and create a custom landing page that highlights your special plans for the day. 

Participate in Local Events

Many cities and towns use Small Business Saturday as an opportunity to celebrate their region’s brands and encourage neighbors and visitors alike to stimulate the local economy.

If yours is a city that’s hosting an event, be sure to get involved! And if you’re not sure what’s happening in your area, reach out to your local Chamber of Commerce. They may plan something you can take part in.

Create Your Own Small Business Saturday Event

If your town isn’t planning anything for Small Business Saturday, why not take the lead and host your own event? Think about what would attract your ideal customers and create an event that suits them. Whether it’s a holiday cookie decorating class for kids or a floral arrangement demo for adults, make it special!

Get creative with your event ideas and make sure to promote them well in advance. Use flyers, social media posts, and your email list to spread the word. The more you hype it up, the more people will show up, ready to support your small business on the big day!

Create Gift Cards

Gift cards are a perfect solution for holiday shoppers who aren’t sure what to buy. Offer bonuses like “Buy a $25 gift card, get a $5 bonus card” to sweeten the deal and make them an easy choice for last-minute gifts. Be sure to display them both in-store and online for maximum visibility.

Promote the convenience of gift cards through social media, encouraging customers to share their finds. This not only boosts your immediate sales but also brings in future foot traffic when the gift cards are redeemed. Plus, it’s a great chance for upselling and cross-selling while customers are in-store!

Give Free Gifts with Each Purchase

Adding a surprise gift with each purchase is a great way to boost customer loyalty and make them feel appreciated. For example, a boutique could offer custom tote bags or holiday ornaments as a thank-you gift. These small, inexpensive gestures can leave a lasting impression and encourage customers to return.

Promote this fun initiative on social media with messages like “Shop with us this Saturday and take home a festive surprise!” Highlight the exclusivity of these gifts to create excitement and urgency. Free gifts not only drive sales but also build goodwill, leading to repeat visits and positive word-of-mouth referrals.

Offer Future Discounts

Encourage repeat visits by offering customers a discount or promo code for their next purchase. For example, a clothing store could offer “$5 off your next purchase” with every transaction on Small Business Saturday. Make sure to highlight this offer at checkout and with signage to keep it top of mind for your shoppers.

This strategy helps build long-term loyalty while driving traffic after the holiday rush. Adding an expiration date to the coupon creates urgency while tracking redemptions lets you see how effective it is. Offering a future discount not only shows appreciation for shopping small but keeps customers coming back long after the holiday season ends.

Host In-Store Events

Interactive experiences are a great way to boost foot traffic and keep customers in your store longer. Host activities like live product demos, holiday crafts, or music performances to create a memorable shopping experience. For example, a boutique could invite a local designer for a meet-and-greet, offering exclusive insights into their collection.

Promote these fun events in advance via social media, email, and local press to drum up excitement and participation. Not only do these unique in-store experiences make your shop stand out, but they also build emotional connections, encouraging customers to return and making your business a local favorite.

Organize Contests and Giveaways

Engage customers with fun contests that get them excited about your business. For example, encourage customers to share photos of their purchases on Instagram using a branded hashtag for a chance to win a gift card. Or, host a raffle for those who spend over a certain amount on Small Business Saturday.

Contests like these not only incentivize shopping but also boost your online presence as customers share their entries. Announce the winners on social media to keep the buzz going. These events help strengthen customer connections, drive foot traffic, and build brand awareness, making your business the place to be this holiday season.

Provide Complimentary Services

Offering free services like gift wrapping or product customization can add a lot of value to your customers’ shopping experience. For instance, a bookstore could offer complimentary wrapping for every book sold. This thoughtful gesture saves time and makes shopping more enjoyable, especially during the holiday rush.

Make sure to promote these services as part of your Small Business Saturday campaign through flyers, social media, and email. You could even offer these perks for online orders, making them even more appealing. 

Host a Pop-Up Shop

Partnering with other small businesses or local artisans can create a unique shopping experience that draws in more customers. For example, a boutique could host a pop-up with a jewelry maker or candle artisan, giving customers more variety and exclusivity. Promote this collaboration with posts like “One day only! Shop exclusive products from local artisans.”

Pop-up events are great for attracting new customers, building community connections, and generating buzz around your store. This strategy not only enhances the shopping experience but also drives foot traffic and boosts sales on Small Business Saturday. Plus, you’ll be supporting other small businesses in your area!

Get listed on the American Express Small Business Saturday Map

American Express does some great Small Business Saturday marketing of its own by hosting the annual Shop Small map. This map is similar to Google Maps or Yelp but stands out because it exclusively features small businesses like yours. It’s a fantastic opportunity to get noticed without the competition from big corporations.

Make sure to take a few minutes to create or update your profile on the Shop Small map. It’s a free and easy way to stand out, attract local shoppers, and get extra exposure during Small Business Saturday. Keep your information current, so customers can find you with ease!

Conclusion

Small Business Saturday is the perfect opportunity to kick off the holiday season with strong sales and satisfied customers. By implementing these marketing strategies ahead of time, you can remind your loyal customers of your presence and attract new shoppers excited to support small businesses.

Use the 26 ideas above to craft a successful Small Business Saturday plan, and check out our small business trends report to see how others are investing in their marketing efforts. If you’re ready to take your seasonal marketing even further, explore how our solutions can help you maximize your campaigns year-round!