Small Business Saturday is a golden opportunity to showcase your local business and connect with your community.
Celebrating this holiday with creative promotions and events can make your business more visible, so you can reach your target audience at almost no cost.
We've compiled a list of top-notch ideas to help you make the most of this special day.
From offering special discounts to hosting interactive online events, each suggestion will engage your customers, enhance their shopping experience, and cultivate a sense of community.
What is Small Business Saturday?
Small Business Saturday is an annual holiday that occurs on the Saturday following Thanksgiving. This event provides a prime chance for local businesses to attract more customers and increase sales.
Positioned between Black Friday and Cyber Monday, Small Business Saturday is dedicated to encouraging communities to shop small and support their local economy.
During this event, local retailers and small businesses typically participate, offering special promotions, discounts, and unique products.
The event is heavily promoted by local chambers of commerce, business associations, and even national organizations like American Express, which originally founded the holiday back in 2010.
By participating in Small Business Saturday, businesses can not only increase their visibility but also strengthen their community ties.
Why should small businesses leverage Small Business Saturday
Increased visibility
Small Business Saturday enhances your local business’s presence. With targeted Small Business Saturday marketing and social media posts, you can attract more foot traffic and potential buyers eager to support local enterprises.
With over 3.3 million posts under the #smallbusinesssaturday hashtag on Instagram, you can expose yourself to a lot of viewers.
Below is just one out of many examples:
Boost in sales
This event drives more customers to your doorstep, which may potentially result in higher sales. Many loyal buyers and new shoppers specifically save their budgets for this day.
It's a lucrative opportunity for your business. And here’s why:
61% of small business shoppers have discovered a small business or independently owned restaurant on Small Business Saturday where they are likely to return and become regular customers.
Community support
Since the holiday’s invention, American Express reports that Small Business Saturday has brought communities together by helping small business owners meet local customers, especially at the start of the holiday season when they need more visitors.
Participating in Small Business Saturday strengthens your local community. If you show how important the community is to your business, your community can show you how important your business is to them. It’s that simple.
Customer loyalty
Engaging with your customers during Small Business Saturday by giving them discounts or special offers, can increase their loyalty. After all, discounts are the main reason buyers sign up for loyalty programs.
Offering special promotions and personalized service can create lasting relationships - all so they keep coming back.
Here’s what Shanesa Fath from Chandeliers + Tulips thinks about the day:
“Small Business Saturday is the only day out of the year that we offer a discount and special in-store events for our customers. We want to pass on the importance of shopping locally, especially during the holiday shopping season. It’s a time when we’re most excited for customers to shop special items from our store like charcuterie boards, natural wood wine holders, snuggly sweaters and hand beaded necklaces.”
Economic impact
Your participation helps charge the local economy. Money spent at local businesses often stays within the community. Now this is how you support other businesses and local jobs.
Here’s what Liz Power, co-owner of Awoke Vintage, has to say about this aspect:
“It reminds us that we belong to an amazing and supportive neighborhood with a myriad of small businesses that make New York such a melting pot. When people actively choose to shop at small businesses on Small Business Saturday, more money stays within the community, which has a positive ripple effect on the local economy.”
Showcasing unique offerings
Small Business Saturday is the ideal occasion to demonstrate what makes your business different. Highlighting distinctive products and services can attract customers looking for something special they can’t find elsewhere. You’ll find a specific example of this in the next section of the article.
Networking opportunities
Small Business Saturday isn’t just about celebrating individual achievements - it's a prime opportunity to connect with fellow small business owners.
Through networking, you can form valuable collaborations and partnerships that may lead to mutual growth and support.
Take the spirit shared in the Instagram post below. Dabito highlights that the focus is on support and patience. Engaging with others during these events can strengthen bonds and create a thriving local business network.
When you celebrate Small Business Saturday, you’re not just growing your own business but also contributing to the vibrancy and prosperity of your local community. It’s a win-win for everyone involved.
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There are plenty of techniques to take advantage of these perks during Small Business Saturday.
Let us walk you through over 10 of them now:
#1 Offer special discounts and promotions
Shoppers are always looking for good deals, especially during the holiday season.
When you create attractive discounts, you draw in new customers and encourage the loyal ones to return.
It’s a remarkable tactic to get more sales and showcase your best products.
Use case: Provide a 20% discount on all products or services for the day. Promote this offer through social media and email campaigns to attract both existing and new customers.
Example: Sarah owns "Chic Boutique," a trendy clothing store. For Small Business Saturday, she offers a 20% discount on all products and promotes it via social media and email.
On the day, Chic Boutique buzzes with customers, both new and loyal. The discount attracts shoppers and increases sales. Social media posts reach a wider audience, bringing in new faces. Loyal customers enjoy the savings and buy more items.
Best for:
- Retail stores
- Restaurants and cafes
- Service providers (e.g., salons, spas)
- E-commerce businesses
#2 Host a community event:
Hosting a community event can create some nice buzz around your business.
No matter if it’s a live music performance, a local artist showcase, or a family-friendly activity, one is certain - events can draw foot traffic.
These gatherings promote a sense of community and position your business as a local hub - all so you're more memorable to potential buyers.
Use case: Organize a local market or fair featuring your products alongside those of other local small businesses.
Example: Tom owns "Bean & Brew," a cozy coffee shop. For Small Business Saturday, he hosts a community event with live music and a local artist showcase, partnering with nearby businesses for a small market.
The event attracts foot traffic and creates a lively atmosphere. Visitors enjoy music, shop at the market, and savor Tom’s specialty coffee.
Best for:
- Local boutiques and craft stores
- Food and beverage businesses
- Fitness studios
- Art galleries
#3 Collaborate with other local businesses:
Joint promotions, combined events, or bundled product offers can create a win-win situation for all involved.
This collaboration improves your visibility and strengthens relationships within the local business community.
Use case: Partner with neighboring businesses to create a joint promotion, like a shopping passport that offers a stamp for each purchase, culminating in a prize for completing the passport.
Example: Emma owns "FitLife Studio," a fitness center. For Small Business Saturday, she partners with "Healthy Bites," an organic food store. They create a "Healthy Living Passport" promotion, encouraging customers to visit both locations for a raffle entry.
Promoted via social media and email, the collaboration attracts health-conscious customers, increases sales, and cross-promotes both businesses.
Best for:
- Retail shops in shopping districts
- Health and wellness centers
- Bookstores
- Specialty food markets
#4 Run social media contests:
Running social media contests can make you more visible online.
Tell customers to share their purchases or experiences at your store with a specific hashtag for a chance to win a prize.
This way, they’ll create user-generated content, as well as excitement around your brand. Plus, it’s a fun strategy to engage with your audience and attract new followers.
Use case: Run a photo contest on platforms like Instagram or Facebook where customers post photos of their purchases using a specific hashtag, with the chance to win a gift card or product.
Example: "Glow Beauty," a skincare brand, runs a social media contest on Small Business Saturday. Customers post photos of their purchases using #GlowBeautySBS for an option to win a gift basket.
The contest excites followers and attracts new ones, flooding their feeds with user-generated content. Engagement can soar as customers share their experiences and tag the brand.
Best for:
- Fashion and apparel stores
- Beauty and skincare brands
- Home decor and lifestyle stores
- Online retailers
#5 Organize exclusive in-store events:
This is another method to bring customers’ attention to your business.
In-store events make people excited and curious.
They let you deliver a unique shopping experience that sets you apart from other companies.
Use case: Host an exclusive event like a product launch, a meet-and-greet with the founder, or a special workshop that adds value to the shopping experience.
Example: "Tech Haven," a gadget store, hosts an exclusive in-store event featuring a new product launch on Small Business Saturday. Customers enjoy a VIP shopping experience with product demos and a meet-and-greet with the founder.
Best for:
- Clothing and accessory boutiques
- Specialty food stores
- Art supply shops
- Tech and gadget stores
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#6 Create online flash sales:
Online flash sales form a sense of urgency and motivate customers to make quick purchasing decisions.
You should offer limited-time discounts on your website to attract both local and out-of-town customers.
Flash sales can amplify your online presence, drive traffic to your website, and increase overall sales.
Use case: Schedule hourly flash sales on your website with big discounts to drive traffic and create urgency among shoppers.
Example: "FitGear," an online fitness product retailer, schedules hourly flash sales on Small Business Saturday. Each hour, a different product features a steep discount. The promotion creates urgency, driving a rush of online traffic and quick purchases throughout the day.
Best for:
- E-commerce platforms
- Subscription box services
- Digital product sellers (e.g., software, e-books)
- Fitness and wellness product retailers
#7 Launch loyalty programs or special offers:
Launching loyalty programs or special offers on Small Business Saturday can give your customer retention an upgrade.
Rewarding repeat customers with exclusive deals, points systems, or special discounts gives them a feeling of appreciation. This fosters long-term loyalty and repeat business, which is key for sustained growth.
Use case: Introduce a loyalty program or offer double points on purchases made on Small Business Saturday.
Example: "Book Nook," a cozy bookstore, launches a loyalty program on Small Business Saturday. Customers earn double points for every purchase made that day. The program delights book lovers, which results in repeat visits and a loyal customer base.
Best for:
- Coffee shops and bakeries
- Pet stores
- Fitness centers
- Bookstores
#8 Add gifts to purchases:
Adding gifts to purchases can delight your customers and enhance their shopping experience.
Small, thoughtful gifts with each purchase can make buyers feel special and more likely to return. It’s a simple way to show appreciation and stand out from other businesses.
Use case: Offer a gift with every purchase over a certain amount. This can be anything from a branded tote bag to a mini version of a product.
Example: "Jewel Chic," a jewelry store, adds a free branded tote bag with every purchase over $50 on Small Business Saturday. Customers are thrilled with the thoughtful gift.
Best for:
- Beauty and cosmetic stores
- Gift shops
- Jewelry stores
- Sporting goods stores
#9 Run email marketing campaigns:
Did you know that 99% of email users check their inboxes daily? For this reason, email marketing campaigns are an effective method to reach your existing customer base and inform them about your Small Business Saturday plans.
Send out newsletters with details about special promotions, events, and exclusive offers. Personalize the emails to make your customers feel noticed and keep your business top of mind.
Use case: Send out a series of emails leading up to Small Business Saturday with teasers about special offers and events. Include exclusive online-only deals to drive website traffic.
Example: "Green Thumb," a garden supply store, sends a series of emails leading up to Small Business Saturday. The emails tease special offers, exclusive online deals, and in-store events. Customers are excited and informed, so there is a surge in website traffic and in-store visits.
Best for:
- Online retailers
- Subscription services
- Consulting businesses
- Event planning services
source: private email inbox
#10 Give away free samples or host demonstrations:
Nothing attracts customers more than free samples or unique demonstrations.
This allows potential customers to, as the popular saying goes, “try before they buy”. Demonstrations highlight the distinctive features of your products and brand. They also create a memorable experience that sets your business apart.
Use case: Give away free samples of your products or live demonstrations in-store to engage customers and showcase the quality of your offerings.
Example: "Tasty Treats," a health food store, gives away free samples of their new organic snacks on Small Business Saturday. In-store demonstrations highlight the extraordinary flavors and benefits, and of course, attract curious customers who often end up making a purchase.
Best for:
- Health food stores
- Kitchenware shops
- Craft and hobby stores
- Tech gadget retailers
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#11 Create personalized shopping experiences:
Creating personalized shopping experiences will make your customers feel special. Offering tailored recommendations, personalized greetings, or custom packaging shows that you care about their individual needs.
This personal touch can improve customer satisfaction, encourage repeat business, and differentiate your store from larger, impersonal retailers.
Use case: Offer personalized shopping appointments where customers can get one-on-one assistance and advice.
Example: "Stylish Threads," a fashion boutique, offers personalized shopping appointments on Small Business Saturday. Customers receive one-on-one consultations and personalized recommendations. The bespoke experience delights shoppers.
Best for:
- Fashion boutiques
- Jewelry stores
- Home decor stores
- Custom printing services
#12 Partner up with charities
Partnering with charities on Small Business Saturday will improve your business’s reputation and strengthen community ties. As a result of donating a portion of your sales or hosting a charity event, you show your commitment to social responsibility. This can attract socially conscious customers and create positive publicity.
Use case: Partner with a local charity and donate a portion of the day's sales to their cause. This not only builds goodwill but also fosters community support.
Example: "Bite Delight," a bakery, partners with a local charity for Small Business Saturday. They donate 10% of the day's sales to the charity. The collaboration attracts socially conscious customers and garners positive publicity.
Best for:
- Restaurants and cafes
- Bookstores
- Retail shops
- Fitness centers
#13 Host interactive online events:
Host interactive online events, such as virtual workshops, Q&A sessions, or live product demonstrations for those who prefer to shop from home.
These events allow you to showcase your products, share your expertise, and connect with a broader audience. They can increase your online presence, drive website traffic, and build a sense of community around your brand.
Use case: Host a live online event, such as a Q&A session, a virtual tour of your store, or a tutorial related to your products. This will attract people who prefer to shop from home and provide them with valuable information.
Example: "Crafty Creations," an art supply store, hosts a live online workshop on Small Business Saturday.
Customers join a virtual crafting session, learning new techniques and using store products. The event engages participants, drives online sales, and builds a creative community.
Best for:
- Educational service providers
- Art and craft supply stores
- Travel agencies
- Fitness and wellness businesses
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How Capsule CRM can help during Small Business Saturday
Capsule CRM can maximize this event’s potential, especially when it comes to email marketing.
Streamlined email campaigns
Capsule CRM allows you to create, customize, and send pre-packaged email templates quickly. Use the rich-text editor to personalize messages, so your emails resonate with your audience. Save time and effort by managing emails directly within the app, without switching to your email client.
Efficient email automation
Draft your promotional emails once and save them as templates. Our integration with Outlook and Gmail guarantees seamless email tracking and contact management.
Automate welcome emails, re-engagement campaigns, and customer retention messages to maintain consistent communication with your customers.
Enhanced team collaboration
Store and share successful email templates within your team. This helps drive better performance by using proven strategies.
Consistent branding
Maintain brand consistency with our formatting tools. Make every email align with your brand’s tone and style to create a cohesive experience for your customers.
Comprehensive analytics
Leverage data analytics to personalize campaigns and track their effectiveness. Integrate Capsule CRM with key parts of your tech stack to simplify operations and customer relationship management.
Free and flexible plans
We offer a free version for up to 250 contacts, perfect for freelancers and small businesses. Explore all features with a 14-day free trial of any paid plan, available for both web and mobile use.
Maximize your Small Business Saturday efforts with Capsule CRM to turn potential leads into loyal customers. Try it now.
Wrapping up
Remember: Small Business Saturday is more than just a shopping day - it's a chance to connect, innovate, and thrive.
Let's make this Small Business Saturday unforgettable for your customers and your community.
