Big-box stores have Black Friday. Online giants have Cyber Monday. Small Business Saturday? That’s your day to shine. American Express created the event in 2010 to give small businesses a fighting chance during the holiday season, and it definitely works.
Small Business Saturday isn’t just another shopping day. It’s when people who care about excellent service, one-of-a-kind finds, and supporting their local community are looking for businesses like yours. The only catch? They need to find you first.
But that doesn’t mean you need to plan a huge event or stay up all night printing flyers. A few smart, intentional moves can make all the difference. With the right prep, you can make the Saturday after Thanksgiving your biggest and most rewarding sales day of the year.
Plan your offers for Small Business Saturday
Start by choosing a few standout deals to get new customers excited about buying your products. Think beyond storewide discounts, though. Highly specific, limited-time offers tend to get better results.
Try these ideas:
- Flash sales: Offer a new discount every hour to keep people checking your shop all day long.
- Buy one, get one (BOGO): Try winning formulas like “Buy one, get one free” or “Buy one, get one 50% off.”
- Bundle and save: Group popular items or services together for a discounted price.
Keep your Small Business Saturday offers simple, clear, and tied to what your customers already love. A few well-planned deals can increase traffic and get people to spend more money without overwhelming your team.
Get your sales and marketing tools ready to go
Great offers only work if your systems can keep up. Take time to get everything ready to go, from your website and marketing tools to your point-of-sale (POS) system. The goal is simple: Make shopping easy. A little prep now means fewer problems when things get busy.
Depending on your setup, that might mean updating your website’s hero image to showcase your biggest deals. Or you may need to test your POS to verify it handles discounts smoothly. If you use a customer relationship management (CRM) system, update your contacts so you can track results and follow up after the event.
Lay the foundation for a highly successful team
People shop small for more than just products. They’re also looking for friendly faces, helpful service, and a personal touch. So, your team needs to be ready to deliver a great experience, whether your customers shop online or in-store.
To do that, go over the basics well before the day starts, including the deals, how to apply them, and who’s handling what. Give your team talking points or a cheat sheet to help them answer customer questions confidently. And don’t forget to keep the energy up with music, snacks, and quick shout-outs for outstanding service.
Restock your bestsellers and sale items
You don’t want to run out of your most popular products halfway through the day. Take time to restock anything that tends to sell fast, especially items you’ve included in your Small Business Saturday deals.
Look at last year’s sales (or recent trends) to spot your hot sellers. Make sure you’ve got enough on hand, and if you sell online, double-check your inventory counts to prevent overselling.
If you offer handmade or limited-quantity items, set expectations early. Let customers know what’s in short supply to create urgency and avoid disappointment.
Partner with other small business owners
Small Business Saturday works even better when you team up. Partnering with other local shops (or complementary online businesses) can help you reach more people and build a stronger sense of community.
You might run a shared deal, like a discount when someone shops at both stores. Or just agree to promote each other on social media, in your email newsletters, and through SMS. For something fun, create a “Shop Small” stamp card where customers can earn rewards for shopping locally at multiple businesses.
Add your company to the Shop Small map
Want more visibility this Small Business Saturday? Add your business to the Shop Small map from American Express. It’s quick, easy, and free.
Just log in on the American Express merchant page using your EIN and zip code—or your Merchant ID if you’re already set up with them. From there, turn on the option to show your location on the map, double-check your business info, and hit Save.
Updates might take a couple of days to show, so don’t wait until the last minute. You can log in anytime to make changes if needed.
Post on social media using the #ShopSmall hashtag
Let people know you’re part of Small Business Saturday by spreading the word on social media. Use the #ShopSmall hashtag so holiday shoppers can find you and check out your deals.
Not sure what to post? The Shop Small Resource Hub from American Express has free assets you can download and share on your social channels. You can also get post ideas, graphics, and image descriptions from the U.S. Small Business Administration’s free social media guide.
Display annual Small Business Saturday posters
If you have a storefront, don’t miss the chance to use the printable posters in the Shop Small Resource Hub. Just download them and print at home, at your shop, or through a local print shop—whatever’s easiest.
Place the posters in your windows, near your checkout area, or outside your booth if you’re doing a pop-up shop. It’s a simple way to show shoppers you’re part of something bigger and ready to celebrate local retailers.
Send exclusive reminders to your email subscribers
Your email list is full of people who already care about your business, so don’t forget to loop them in. Send out a reminder a few days before Small Business Saturday with a preview of your offers, extended hours, or any special events you’re planning.
For the biggest impact, make it feel personal. Use their name, include photos of featured products, and give them a reason to open your email and shop early. You could even send a special offer just for subscribers, like a small freebie with a purchase over $50.
Keep the momentum going all year long
The reported projected spending for Small Business Saturday 2023 was over $17 billion—proof that consumers are eager to support small businesses. But that support doesn’t have to stop after 1 day.
Celebrate small business contributions all year long by sharing what makes your brand special. Talk about why you started, the people behind your company, or the values you stand for. When people connect with your story, they’re more likely to keep coming back and bring others with them.
Key takeaways
- Plan smart: You don’t need a big production, just a clear, thoughtful plan to make the most of Small Business Saturday.
- Prep your team: A well-prepared team creates a smoother day and a better shopping experience for every customer.
- Promote your deals: Use social media, posters, and email to get your offers in front of the right people and promote your products effectively.
- Team up for success: Partnering with other businesses can help you reach more people and give shoppers even more reasons to support local retailers.
- Keep it going: Stay visible after the big day by sharing your story and celebrating what makes your business special year-round.