Sandwiched between two of the biggest shopping days of the year – Black Friday and Cyber Monday – is another designated shopping day, Small Business Saturday, which allows shoppers to support local businesses, entrepreneurs and communities. This year, the shopping day started by American Express in 2010 to encourage customers to shop local during the retailer’s busiest time of year fell on November 25, 2023.
There are 33.2 million small businesses in the US and they make up 99% of all businesses. In 2022, Small Business Saturday drove about $17.9 billion based on the 2022 Small Business Saturday Consumer Survey commissioned by American Express.
The importance of local shopping goes beyond supporting young children – 67% of every dollar spent in small businesses remains in local communities. They correspond to smaller companies with fewer than 500 employees 44% of US economic activitythey are more active in their communities and create two-thirds of net new jobs.
“Small Business Saturday was created to help local businesses, so share the story of what makes your business unique and different from the big chain stores,” says Tabatha Rowbatham, Co-Founder & COO of Twinning Pros Marketing, an advertising marketing company. It emphasizes the importance of designing an effective email marketing campaign to drive customers to your business. “Plan ahead and create an email campaign announcing upcoming sales. In the previous week, send a reminder email. And then send one last email on his day.”
Cut Through The Black Friday And Cyber Monday Noise
“There is always so much buzz during Black Friday to Cyber Monday with almost every brand offering heavy discounts. There are a few things I do to set myself apart and serve my clients besides offering a discount. Starting on Small Business Saturday, we’re offering a personalized gift box with every purchase over $35. We participate in a holiday pop-up or partner with other businesses. This year, Mahisi is one of 50 New York-based makers selling at Make Your Market, a pop-up holiday gift shop in New Rochelle. And we provide additional live chat support during the promotion. It’s important to make your customers feel supported virtually as much as they would in person,” shares Angelina Handayani, Founder of Fighta brand that focuses on ethically made handmade dresses and handmade gifts.
Offer One-on-One Support
One of the many benefits of running a small business is the personal interactions they can have with consumers. This type of conversation and dedicated customer service can build long-term customer loyalty.
“Our success as a small business is a direct result of this unwavering commitment to our customers. On Small Business Saturday, we’re taking our ethos one step further by highlighting our unique offer of free one-on-one virtual curling lessons. By offering personalized guidance and support beyond the market, we not only build stronger relationships but also reinforce our commitment to customer satisfaction. This strategy has paid off significantly, leading to an increase in five-star reviews, now over 3,000 reviews. It’s a testament to how staying true to our ethos can drive tangible results and foster a loyal customer base,” says Emily Kenison, Founder and Inventor of RobeCurlsthe original heatless headband.
The company is also focusing on highlighting its customers this Small Business Saturday. “We will put this ethos into practice by showing heartfelt appreciation to our customers. Our strategy revolves around sharing success stories and customer testimonials, focusing on the transformative effect Curling Headband has had on their lives. By highlighting these real-world experiences, we not only strengthen our commitment to customer satisfaction but also strengthen our ethos. This approach resonates deeply with our community, fostering a sense of loyalty and trust that is invaluable for a small business like ours,” adds Kenison.
Small Business Saturday attracts younger generations
Younger shoppers are drawn to Small Business Saturday with 72% of Millennials plan to shop on this day this year, 69% of Generation Z, 59% of Generation X and 51% of Baby Boomers.
Younger generations place an emphasis on what brands stand for and who they are, almost as much as what they sell. In data collected from ActiveCampaign In 2022, 60% of consumers showed negative sentiment toward retail giants, rising to 69% of Gen Z and 51% of Boomers. And 40% of Generation Z said they prioritize shopping at small businesses for holiday and special occasion purchases compared to 32% of millennials who said the same.