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Preparing For Small Business Saturday

Nov 07, 2018



Saturday, November 24 is Small Business Saturday, which is often the biggest shopping day of the year for local retailers and downtown shops. But really, everyday should be small business day. Every dollar spent in a local small business keeps 60 cents circulating in the community, compared to just six cents with a big box retailer. So what can small businesses and entrepreneurs do to capitalize on Small Business Saturday and keep customers coming back?


Offer a Deal

Most holiday shoppers are looking for a bargain. Offer a discount on products or throw in a gift with their purchase to get them through your doors. Beware, reducing your prices too much will cut into your profits (even with the added foot traffic) and it can actually discourage shoppers from returning throughout the year when the prices aren’t as low.


Leave a Good Impression

A 2017 American Express Survey found that consumers are willing to spend 17% more at businesses that deliver excellent customer service. This is your chance to shine as Small Business Saturday shoppers are members of your community. Make sure the atmosphere of your shop is welcoming and highlights your passion for the products or services you offer.


Follow-up with Shoppers

Collect email addresses and phone numbers by offering a prize to Small Business Saturday shoppers. You’ll want to make sure you are following all applicable laws when it comes to this type of giveaway promotion. You could also include a coupon with their purchase for a discount during their next visit.


Work with Other Small Businesses

This may seem counterintuitive, but if done the right way, you’ll find that banding together with other small businesses can be a win-win situation. Work with your local downtown or main street organizations to create incentives for shoppers during the holiday season and throughout the year. One growing trend is arranging for popup locations where businesses without a presence in a main shopping hub can setup booths. These popups can be used to create a positive experience that is sure to draw in shoppers for the benefit of all local businesses.


The Wyoming Small Business Development Center (SBDC) Network can help you put together a balanced and effective promotion for Small Business Saturday. Click here to register and get in contact with your local advisor for no-cost, confidential assistance today.


About the Author: Jake Dixon is the statewide Marketing & Communications Specialist for the Wyoming Small Business Development Center (SBDC) Network. Jake received his bachelor’s degree in Advertising and Public Relations from Idaho State University (ISU). He spent 12 years working in television news before crossing over to the other side of media as Director of Public Relations for ISU’s health care programs — which make up one third of the university. Jake’s background has also given him valuable experience with all aspects of social media management, graphic design and video production.


When he’s not in the office: Jake enjoys taking road trips with his wife, catching the latest movies and spending time working in the garage, garden or on household projects.

Category: Marketing

Nick Giraldo

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