Making the Most of Small Business Saturday

| October 7, 2019 | Strategic Growth

Get ready to celebrate the achievements and lasting influence of small businesses across the U.S. during this year’s Small Business Saturday on November 30, 2019.

This special day offers customers the exciting opportunity to discover (or rediscover) small businesses within their communities. It also allows small-business owners to draw in customers — new and old — and show off their bevy of products or services.

Here’s how small business owners can get the word out about Small Business Saturday and expand their customer base.

Be Prepared

Before the big day rolls around, it’s important to get all of your “small business ducks” in order.

If you’ve taken part in a Small Business Saturday in the past, you likely have a good idea of how much inventory to keep in stock. Your suppliers may be deluged with other client orders ahead of the big day, so place your orders weeks or months in advance. This way, you avoid the nightmare of having to face a depleted inventory while your products are still in high demand.

Ask yourself: Will you have enough personnel on hand for Small Business Saturday? Keep in mind, it immediately follows Black Friday, another big day for business. It’s never too early to review applications for your open positions, then hire the right people and get started on training.

As Forbes reminds us, “Customer service should be your No. 1 priority on Small Business Saturday, and your employees need the necessary skills to help make that priority happen. Teach all your employees to help customers find the proper products and explain which additional products would complement the rest of their order.”

Market Wisely

It’s important to understand that while your community of small business owners and regular customers may be well-informed about Small Business Saturday, the new customers that you’re hoping to attract may not.

Because of this, social media is a perfect venue for promoting your Small Business Saturday efforts. Set up posts ahead of time, so that they appear on your Facebook and Twitter feeds in the weeks and days leading up to the big event. Look into advertising on these sites, as well as with Google Ads and Microsoft Advertising. Share news of planned events and discounts for specific products on your own platforms.

In addition to social media marketing, use email to get the word out. Notify all of your email subscribers and prominently display “Small Business Saturday” website banners to build excitement and anticipation.

Make the Experience Memorable

Heighten customer participation by focusing on the day’s experiential opportunities. Small Business Trends suggests “adding art, entertainment or food elements” to your offerings, with the understanding that “the more personalized an event or experience is, the more effective [it] will be.”

Another option could be co-hosting a special event with another local business. For example, you could put together a customer-friendly map that enables shoppers to explore different businesses throughout the day, with discounts for food, entertainment, arts and crafts and so on. Local businesses working together can emerge as a mighty force to draw in new customers.

Engage and Grow

With Small Business Saturday placed squarely in the middle of the holiday shopping calendar, there’s no better time to promote your business and your commitment to outstanding customer service. In between all of the planning and marketing, make sure to engage with other small business owners and customers, in person. Building these face-to-face connections can help to get the word out about your business.

Lee Polevoi
Lee Polevoi
Lee Polevoi is a veteran freelance business writer specializing in exploring the opportunities and challenges facing small businesses in the U.S. today. A former senior writer for Vistage International (a global membership organization of CEOs), Lee regularly produces articles, white papers, blog posts and more for the diverse small business audience.

See all posts by Lee Polevoi
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