Small Business Saturday Ideas: 24 Marketing Strategies for SMBs

Small Business Saturday is the start of the holiday season for small business owners. It provides excellent opportunities to grow brand awareness and increase revenue through tactical marketing campaigns.

Small Business Saturday takes place after Black Friday. It's a day dedicated to small business owners and independent retailers competing against big-box brands. Consumers are encouraged to shop at businesses within their community and support local brands during the holidays.

I've put together a list of marketing ideas for Small Business Saturday to inspire your promotional campaigns and kickstart your sales this holiday season.

Small Business Saturday Ideas

Here are 20+ marketing ideas for Small Business Saturday. I've divided them into categories, so you can use the jump links below to find exactly what you're looking for.

• Marketing Ideas for Small Business Saturday
• Sales Ideas for Small Business Saturday
• Small Business Saturday Promotions
• Small Business Saturday Events
• Small Business Saturday Giveaways
• Small Business Saturday Email Ideas
• Small Business Saturday Deal Ideas
• Small Business Saturday Ad Ideas

Marketing Ideas for Small Business Saturday

Here are a few simple marketing strategies for Small Business Saturday.

1. Post on social media.

Social media is one of the best channels for marketing your brand on Small Business Saturday. People who follow your accounts are already interested in your business and are more likely to engage with your content.

Use hashtags like "#SmallBusinessSaturday" to make your content more discoverable. People searching for those topics can find your post based on the hashtags you include. Try to feature ones with fewer than 500K uses so your content doesn't get drowned out by other posts using the same hashtag.

2. Update your website.

Your website is a great place to advertise on Small Business Saturday. You can update your home page to include images, text, and other elements that draw attention to your limited-time deals. For example, here's a graphic advertising a sale:

Source

You could also create an entire page for Small Business Saturday, which will help you get discovered on search engines like Google. People searching for "Small Business Saturday deals near me," for instance, will find your page in Google's search results, like this one:

3. Update your local business listings.

Local listings are another resource for building brand awareness. When you search for terms like "best businesses near me," your company should be at the top of those search results.

To do that, you'll need to manage your local listings and add your business to online directories like Google, Yelp, and Facebook. These sites let you create a profile for your business that search engines can share on their results pages. For example, your Google Business Profile will appear in searches on Google Maps.

Tip: It's important to keep your local listings updated. An online listings management tool can help you oversee your local listings from one place.

Small Business Saturday Sales Ideas

These ideas will help you close deals on Small Business Saturday.

4. Reward customer loyalty.

Loyal customers are incredibly valuable. In fact, customers with a high lifetime value are more likely to make repeat purchases with your brand. Keeping these folks happy is important because they often generate the most revenue for your business.

Source

A customer loyalty program is a great way to reward customers on Small Business Saturday. Use your CRM to identify customers who spend the most at your business and send them an exclusive discount or promo code as a thank-you for their support. That will keep these customers happy and incentivize them to make another purchase.

5. Ask for customer referrals.

A customer referral is when a customer recommends your business to another person. It's incredibly effective because people generally trust other customers more than they trust a brand's advertising.

Customer referrals don't just benefit your business; they reward customers, too. You can incentivize customers by offering prizes and discounts for each person they refer. That helps you develop a steady stream of referrals while customers are rewarded for their efforts.

Just make sure to advertise your referral program to loyal advocates of your brand. They'll know people who are a good fit for your products and services, increasing your chances of making a sale.

6. Re-engage existing customers.

A re-engagement campaign simply means reaching out to customers who haven't shopped at your business in a while. It's a great way to reconnect with people who may have forgotten about your business or don't realize they need another one of your products or services.

For example, most auto repair shops notify customers when they're due for an upcoming service. Here's an email reminding me to get an oil change:

How do businesses do this? They use their CRM to track interactions with customers. With this software, you can see someone's last purchase and email them to re-engage them with your business. You can even automate this process, saving time and increasing repeat purchases.

Small Business Saturday Promotion Ideas

Here are a few ways to get the word out about your business on Small Business Saturday.

7. Write blog content.

Blogs are an excellent way to promote your business online. You can host a blog on your own website or partner with third-party publications to promote your brand on theirs. Both will make it easier to find your business online and result in engaging marketing content.

Here are a few ideas for blog content for Small Business Saturday:

• How-to blogs that teach customers how to complete a project using your product or services.
• An update that shares your upcoming deals and limited offers related to Small Business Saturday.
• A piece that covers or summarizes recent news in your industry and how it could impact your customers.
• A post sharing your story as a small business owner.

8. Record a commercial or promotional video.

Video marketing is effective because it captures people's attention. In fact, 53% of people will watch a video until the end, and most will complete it if it's under a minute long. You don't have to create a full-length cinematic masterpiece; you just have to be unique and grab your audience's attention quickly.

Here's a short video from an independent retailer talking about their experience owning a business. It has a catchy intro, and the business owner is clearly passionate about their experience.

@marionoutdoors

The best and worst things about owning a brick and mortar outdoor outfitter. Small business saturday! Selling backpacking and hiking gear. #smallbusinesssaturday#shopping#smallbusiness#outdooroutfitter#best#worst#outdoors#hiking#backpacking#businessowner#backpackingtips#hikingtips#appalachiantrail#marionoutdoors#thankyou#support#appreciation

♬ Offroading - ROKKA

9. Connect with local media.

Another way to draw attention to your brand is through local media outlets like newspapers, radio stations, and television. Contact these organizations to see if they would feature a story about your business. You could share a memorable customer experience or discuss your contributions to a local community.

I'm lucky to have a former news producer, Stephanie Love, who offered some great advice on our podcast on getting your business featured on TV and local news stations.

Small Business Saturday Event Ideas

Here are some ideas for events you can host or attend on Small Business Saturday.

10. Attend a trade show.

Trade shows allow you to speak directly with customers and showcase your products and services. They're beneficial for brands launching new products because they can show customers why they're useful. They're also good for businesses new to a community because they're a good place to start building brand awareness. Business owners can speak directly to potential customers, nurturing relationships and collecting contact information for future marketing campaigns.

11. Host an event.

Another option is to host an event on Small Business Saturday. If you have a storefront, invite people to your store for a party or networking event. For example, if you manage a pet store, you could host a fun, interactive workshop on holiday travel and safety tips for pet parents.

Or, you could host a holiday market, as this company did for its art studio:

Whatever you choose, ensure your event is engaging and worth giving up a Saturday for. It's almost more important that customers have a good time than it is to educate them about your latest product or service. While they may not buy something, they will remember your business and their positive experience. That can lead to future sales and lucrative customer referrals for your brand.

12. Partner with other businesses.

If you don't have a physical location where you can host an event, consider partnering with businesses that do. It doesn't have to be complicated, either. If it's a nice day, ask if you can set up a booth outside and take advantage of the extra foot traffic. Or, you could swap business cards and provide discounts to customers who shop at both stores.

Here's a Small Business Saturday partnership from last year.

These two clothing brands worked together to promote each other's businesses. Customers who donated clothes to one store received discounts to the other. Both businesses benefited, and their customers had a good reason to support each one.

Small Business Saturday Giveaway Ideas

People love free stuff. (I mean, I know I do.) So, here are some things you can give away on Small Business Saturday.

13. Offer free shipping.

If you manage an ecommerce store, consider offering free shipping. Most companies will include a minimum purchase, like "Free shipping with orders of $50 or more." At that rate, your business is still making money, and customers are more likely to purchase and participate because they don't have to pay an additional fee.

14. Provide free quotes and estimates.

If you're a service-based business, you can offer free quotes or estimates whenever someone books an appointment on your website. Start by outlining the cost of a project, breaking down the fees and resources, and providing a timeline for when everything will be completed. That will help customers understand exactly what they're paying for and feel more comfortable doing business with you. And even if you do this all year, you could promote free quotes and estimates for seasonal or timely services (like helping homeowners prepare for winter weather).

Here's an example from a roofing company:

Notice how the form isn't very complicated. It asks for a name, an email, a phone number, and information about the project. The company uses this information to contact customers and tell them more about their services.

15. Launch a BOGO sale.

BOGO stands for "Buy One, Get One." When customers purchase one product, they get another one for free. It's a simple, but effective, way to get people interested in your products.

Making your deal a limited-time offer can create a sense of urgency. If customers only have a day or two to take advantage of your deal, they're more likely to purchase something. If you give them a lot of time, they might forget or find a different product that suits their needs.

Small Business Saturday Email Ideas

Here are a few ways you can leverage email for Small Business Saturday,

16. Share an exclusive discount code.

One tried-and-true marketing strategy is sharing a discount or promo code with your email subscribers. Exclusive offers make customers feel they're getting a flash deal and should take advantage of it quickly. This strategy is effective with customers who are interested in your products or services and need that last bit of motivation to make a purchase.

Here's an example from Brooks Brothers. After visiting their website a few times, I received this email with a discount to their store.

The timing here is critical. I got this email a few days after visiting the website, and Brooks Brothers used email automation to send me this discount. I'm much more likely to use this promo code because I was previously browsing their products.

17. Give sneak peeks to future products and deals.

You can also use your email newsletter to keep customers informed. Providing them with ongoing updates and content from your blog allows you to engage them consistently. Your business stays relevant, and your other marketing campaigns become more effective.

If you manage a WordPress website, you might get this newsletter from Syed Balkhi, Founder of WPBeginner. He manages a blog that helps people build WordPress sites, and each week, he sends a new helpful tip in this newsletter.

Notice how this email is written. It's in first person, and you feel like you're getting a message directly from Syed. There are links to his website, but it doesn't feel like he is trying to sell you anything. Your business can take a similar approach if you want customers to open your emails regularly.

18. Automate your email campaigns.

Email marketing is effective because you can automate it - saving you time and energy to focus on other tasks.

For example, if a customer books an appointment online, your CRM should capture the appointment details and send them to the customer. It should also do the same for invoicing. Invoices should be sent automatically when a project is completed, or payment is due. Rather than rewriting the same emails over and over again, your business software should automate this process as much as possible.

Small Business Saturday Deal Ideas

Since Small Business Saturday takes place right after Black Friday, deals are a popular way to promote your business. Here are a few strategies you can try.

19. Provide a limited-time offer.

Limited-time offers encourage customers to act quickly. They're great for potential buyers ready to purchase, and many customers are looking for deals like these during the holiday season.

Here's a limited-time offer from a cruise company. Notice how there's a countdown timer at the top of the graphic, which adds even more urgency to the offer:

Here's a code for a free countdown timer. Use it to add one to your website or email campaign.

See the Pen
Countdown Timer by Clint Fontanella (@Clint-Fontanella-the-scripter)
on CodePen.

See the Pen
Countdown Timer by Clint Fontanella (@Clint-Fontanella-the-scripter)
on CodePen.

20. Bundle products together.

If you want your customers to buy multiple products, consider bundling them together for a discounted price. For example, if you manage an auto shop, you might bundle tires with an alignment service or a discounted oil change. Customers pay a little extra but get a deal on a service or product they would purchase eventually.

Here's an example of a brand bundling products together. On their website, you can browse products individually or in bundles like this one:

Source

Rather than adding each of these products to my cart, this bundle saves me time and makes it easier to spend more money. It's effective with loyal customers who love and trust your products and are willing to try something new.

21. Offer a discount with purchase.

Another option is to offer a discount or coupon to customers who purchase something on Small Business Saturday. This deal encourages immediate purchases and gives customers a reason to return to your store. They'll buy something on Small Business Saturday and then come back to use their coupon. It's also great for service-based businesses that often rely on repeat purchases.

Here's an example from a tire shop. Customers receive a rebate if they purchase Goodyear tires. They can use that money for other services like installation or A/C repair.

Small Business Saturday Ad Ideas

Your marketing campaign needs advertising. So, here are a few ideas for ads you can run on Small Business Saturday.

22. Advertise on social media.

To reach more people online, you can pay to advertise on social media sites like Facebook and TikTok. Social media ads help you connect with people who don't follow your accounts. These potential customers are a good fit for your business but haven't discovered your brand yet. Social media advertising engages this audience and encourages them to shop at your business.

I like TikTok ads because they start playing when you open the app. Customers can scroll past it, but at least they have to manually swipe before moving on from your ad. You get a chance to grab their attention, which can lead to effective advertising.

@katie_myers12

A crunchy snack made with love from scratch - right out of the @HIPPEAS Snacks bag! #hippeas#healthysnacks#snackideas#toddlersnacks#glutenfree

♬ original sound - Katie Myers

23. Try search engine marketing.

Search engine marketing is the practice of advertising on search engines like Google. Rather than appearing in search results organically, your business pays to be at the top of the search engine results page, or SERP.

When I Google "HVAC near me," the first thing that appears is:

Notice the "Sponsored" tags in bold text. These businesses paid to be in these positions so that I would see them first. This strategy is effective if you know what your customers are searching for and are willing to invest in keyword research.

24. Send direct mail.

Direct mail is a traditional form of advertising in which you create pamphlets, posters, and flyers, and mail them to people in your CRM. It can work because it puts a physical ad into the hands of your customers.

I know I have at least a few mailers like these lying around because it's hard to throw out a good deal. It's effective for everyday products and re-engages customers who might have forgotten about your brand.

Taking Advantage of Small Business Saturday

There are countless ways to promote your business on Small Business Saturday. You could launch an email campaign, post on social media, offer a unique deal, or just thank customers for their business. Whichever strategy you choose, use these tips to get more involved this holiday season and take advantage of one of the busiest shopping days of the year.

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