Try a Small Business Saturday Offer to Jumpstart Your Year-end Sales
Looking for a great way to boost store visits and sales? Consider creating a marketing campaign around Small Business Saturday. Your planning for the holidays has probably already started and this is an important day to help kick off the season.
This year Small Business Saturday is November 25. Since it began in 2010, it’s always been on the Saturday after Thanksgiving and many companies have reported it’s become one of the biggest sales days of the year. According to American Express, the founding partner of Small Business Saturday, in 2016 approximately 112 million Americans shopped at small companies and spent about $15.4 billion.
How To Get Started
Small businesses can visit shopsmall.com to see merchandise and materials available to help them promote their companies prior to the special day. The materials are free and customizable. Templates for your website, social media, email newsletter and store flyers can include your business name and be downloaded from the site.
American Express also offers a Shop Small Kit, which can be ordered for free by November 10th. After you’ve visited shopsmall.com and downloaded your marketing materials, a link will appear to order your Shop Small Kit. The Kit includes canvas shopping bags, banners, buttons, and pencils to give to customers and display throughout your store.
Many small businesses are champions within their local communities, donating their time, products and resources in charitable ways such as fundraisers, sponsorships and events to help surrounding neighborhoods. Small Business Saturday is another way to get involved and have a little fun too.
What To Do
To further capitalize on participation, small businesses can increase their results in the following ways:
Plan an event for the day: Offer free food, activities for the kids, demonstrations, something nice for the upcoming holidays like a poinsettia to draw shoppers into your store.
Create a promotion: Offer a special Small Business Saturday sale that is valid just for the day. Try a BOGO (buy one get one free) sale or a significant percentage off for shopping with you on this particular day.
Claim your business: Customers need to be able to find you so be sure to claim or update your business listings on all local listing websites such as Google My Business, Yelp, Bing, Hotfrog, Better Business Bureau and American Express Shop Small map.
Utilize online marketing and social media to drive local business. Consider purchasing inexpensive locally targeted ads mentioning your special promotion on Facebook, Instagram, Snapchat and Twitter that can run in zip codes you provide.
Capture contact information: You need to stay in touch with customers who come out to support you on Small Business Saturday. Try a drawing for a gift or free holiday giveaways and ask for email addresses on the entry form. (Be sure to include a line that they’ll be added your newsletter list too.)
People like to support local businesses: Ask customers after the event what they thought about it and your product and services, and offer a small token of your appreciation for a few minutes of their time. This will help create new loyal customers or reengage current customers.
Small Business Saturday can be a great way to start a social media following that you can build upon throughout the upcoming year. Promoting the event and putting your own company spin on it will resonate with local shoppers and keep them interested in your products and services. November 25th is right around the corner, get planning now.
Source: USA Today. Entrepreneurs, get on board Small Business Saturday. 10.23.17. Money, P3.