Time to get ready! This year, holiday shoppers will make a renewed effort to “shop small” and support local businesses. Small Business Saturday will be held on November 29, the day after Black Friday. It’s an opportunity for your independent business to attract new customers and benefit from the special promotions developed to support this popular shopping day. The campaign highlights the crucial role small businesses play in driving economic growth and creating jobs. Credit Card Issuer American Express first proposed the idea in 2010, during the height of the recession, to support small, independent businesses.
Consumers Have Been Educated to Shop Small
Continuously educating consumers about the various ways they contribute to making the day a success has led to many grassroots efforts, according to American Express. “Shopping small has a significant and positive effect on local communities, and we hope Small Business Saturday will help amplify that effect during the crucial holiday shopping season. When we spend locally, small businesses thrive. And, when small businesses thrive, we all thrive.
- 85 percent of consumers are likely to shop small during the holiday season
- (2024 American Express Small Impact Study)
- An average of 68 percent of every dollar spent at a small business stays within the community (Chicago-based economic impact study)
- Approximately 39% of consumers plan to shop on Small Business Saturday.
- (QuickBooks 2024 Holiday Shopping Report)
Free Resources to Promote Shop Small
There are plenty of reasons for independent retailers to encourage the community to shop at their store on Small Business Saturday. The campaign launches the holiday season and reminds consumers they can buy gifts without the stressful hustle and bustle of big-box stores. Your loyal customers will come by if they are invited to a sale or event since they appreciate the services your store provides. American Express has free resources to make the day a success— “Let’s make it simple for customers to shop small with you.” Resources can be accessed online by visiting:
https://www.americanexpress.com/us/merchant/shop-small/small-business-saturday/
- Download free social media digital banners, social posts, and printable posters.
- Order free signs and supplies that can be placed in your storefront
- Website digital downloads
- Put your business on the map by listing it with American Express to recommend your store to the company’s 36 million cardholders.
What Your Store Can Do to Participate
Join the online community to show your support. Post information on your website to encourage customers to share the information with family and friends. Use the hashtags #ShopSmall and #SmallBizSat. The Small Business Saturday Facebook page lets consumers RSVP to receive minders. Use the Shop Small GIFs to create an instant connection to the day’s activities.
- Host an event during the sale. DIY workshops or product demos are popular with customers of every age. Shoppers will learn something new that may help them with planning a project.
- Partner with a local business: Use the day to attract a larger crowd by inviting non-competing companies to sell or demo products popular with shoppers.
- Serve complimentary beverages and snacks. Seasonal drinks like hot chocolate and apple cider are appreciated when there’s a chill in the air. Toss in a bag of popcorn to make the event more festive and enjoyable.
Continue the momentum to “Shop Local” Year-Round.
Promoting “shop local” year-round is an idea Home Improvement Retailers should support for a variety of economic and customer-focused reasons. In general, people prefer to purchase products and services from salespeople they are familiar with rather than from a stranger at a big box store. It’s critical to keep your business top of mind with local residents to sustain its long-term growth. To reap the economic benefits of customers who prefer to shop locally, create promotions and display signage that encourage year-round purchases. On average, sustaining a “shop local” campaign can result in a 47% increase in new customers and a 55% increase in customer loyalty.
