Small Business Saturday Marketing
Created by American Express in 2010 and celebrated on November 25 this year, the day encourages consumers to shop locally while looking for unique, one-of-a-kind, and thoughtful gifts for loved ones during the holiday season. Here’s what that means for your small business.
Small Business Saturday Marketing
Created by American Express in 2010 and celebrated on November 25 this year, Small Business Saturday encourages consumers to shop locally while looking for unique, one-of-a-kind, and thoughtful gifts for loved ones during the holiday season.
As we approach some of the biggest shopping days of the year – Thanksgiving through Cyber Monday – research shows that Small Business Saturday is poised to be anything but small. American Express found that the shopping holiday topped $17.9 billion in consumer spending in 2022.
What Does This Mean for Your Brand?
As consumer confidence rises, we can infer that even more will be shopping small and locally this year. The data also points to this shopping happening online. In 2020, American Express found that 56% of Small Business Saturday shoppers did so online, up from 43% in 2019. Meanwhile, 43% took advantage of special offers and promotions that day.
Small Business Saturday Marketing Tips
Supporting small businesses is what Small Business Saturday is all about. Make sure your brand stands out with three tips to drive sales.
Advertise on Local Channels
Local media channels are a great way to reach your community. Try placing an ad on a local broadcast channel or digital site to align your brand with trusted news sources. After all, trust is crucial in today’s media landscape, and TVB found that viewers say local broadcast news is the platform they trust most. For advertisers, the halo effect extends to brands that advertise alongside local news, as these positive associations influence consumer perceptions positively.
Offer Unique Promotions
Craft a unique offer to stand out on Small Business Saturday. The promotion should be exclusive to shopping on the day, unlike any other promotions throughout the year. Think of free holiday cookies with any purchase at your local bakery.
Partner with Other Local Businesses
What is better than supporting one local business? Supporting two at once! Partner with a compatible local business to bring in new customers. Do you own a retail business? Partner with the local coffee shop to offer shoppers beverages as they shop.
Is Your Brand Ready for Small Business Saturday?
For small businesses looking to make a big splash this holiday season, a multi-platform campaign with the right creative and audience targeting can amplify your messaging and bring holiday cheer. From concept development to implementation and measurement, we offer the highest level of support as your marketing partner. Let’s get in touch to talk about your holiday marketing plans.
Frequently Asked Questions
What Company Started Small Business Saturday?
American Express created Small Business Saturday in 2010.
How Can I Promote My Local Brand For Small Business Saturday?
Utilizing local channels, including broadcast and digital, is a great way to advertise for your brand’s Small Business Saturday offerings.
