Small Business Saturday: Marketing Strategies for Success in 2025

The holidays are a busy time of year for most people — but for small businesses, they’re a make-or-break season. According to Constant Contact’s latest Small Business Now report, 60% of small businesses say the holiday season accounts for up to half of their annual sales. That means every email and every social post counts, especially as Small Business Saturday approaches.

But there’s still time to create buzz, connect with customers, and turn one day into a wave of holiday momentum. Whether you’re sending an email campaign, planning a flash sale, figuring out how to get more foot traffic — or all of the above — this guide will show you how to make the most of Small Business Saturday.

When is Small Business Saturday 2025?

Small Business Saturday falls on the Saturday after Thanksgiving (this year, that’s November 29).

Created by American Express in 2010, it encourages consumers to shop at local small businesses during Thanksgiving weekend, which typically ranks among the highest-grossing shopping days of the year. Since it began, Small Business Saturday has generated over $210 billion in sales for participating businesses. 

And here’s the best part: customers who shop small don’t just show up once — they keep coming back. According to our recent survey of more than 1,800 small business owners and customers, 72% of consumers return to the same small businesses each holiday season.

That loyalty means one great Small Business Saturday experience can spark long-term relationships — and set you up for a strong start to the new year.

How to participate in Small Business Saturday

Any independent business can participate in Small Business Saturday. Simply by doing business in your local area on November 29, you’re already participating! 

But by taking some intentional steps to promote yourself, you can showcase your products or services and encourage people to patronize your business on Small Business Saturday.

Here are a few ways you can get involved:

• Offer a special deal or event. According to a Constant Contact survey, 70% of consumers plan to actively seek deals and discounts this year due to rising prices. Try a one-day discount, early access for loyal customers, or a free gift with purchase. 
• Collaborate with other local businesses. Team up for a pop-up market or a “shop local” discount card that gives customers a deal at multiple stores.
• Promote your participation online. Announce your plans on social and in email, using hashtags like #ShopSmall and #SmallBusinessSaturday to get discovered.
• Decorate or brand your space. Add window signs, posters, or festive displays to show you’re part of the movement.
• Plan your timing. Announce early and send reminders to let people know about Small Business Saturday and how to support your business. (Keep reading for a 7-day sprint plan you can use to get ready!)

You can also register with American Express to get your business on the official Shop Small map, which is a great way to get more exposure to new potential customers. However, your business will have to meet a few specific criteria, such as accepting American Express as a payment method, being located within the U.S., and having at least one but no more than 25 locations.

Email marketing tips for Small Business Saturday success

If you only have time to focus on one channel ahead of Small Business Saturday, consider making it email. It’s a guaranteed way to reach your customers, share your plans, and get people excited about Small Business Saturday without fighting social media algorithms for attention. No need for a complicated campaign; a few thoughtful, well-timed messages can make a big impact.

1. Send three short, focused emails

Keep it simple:

• Announcement email (3–5 days out): Let customers know what you’re planning — special deals, extended hours, or in-store events.
• Reminder email (day before): Build excitement with a quick “See you tomorrow!” message and a reminder of what you’re offering.
• Thank you email (day after): Express gratitude, share photos, and invite customers to shop again before the holidays.

? Pro tip: Create all three emails at once and schedule them ahead of time using automation, so your email promotion is handled while you’re busy running your business.

2. Make your subject lines clear and clickable

Your subject line needs to be intriguing enough to make readers open your message. Use clear, specific language that highlights your offer or event.

Try something like:

• “Get 20% off on Small Business Saturday!”
• “Celebrating YOU this Small Business Saturday”
• “Thank you for shopping small! Here’s a gift just for you.”

3. Keep your design clean and mobile-friendly

More than half of all emails are now read on a phone, so make sure your emails are optimized for mobile. Use one image, break up blocks of text so they’re easy to read, and include one simple call-to-action. Make it clear what you want your audience to do, whether that’s shop online, RSVP for your event, or visit your business in person.

4. Personalize your emails

Use your customers’ first names or reference their past purchases using personalized emails. Even small touches like “Hey Jamie — we can’t wait to see you this Saturday!” can make your message feel warm and welcoming.

5. Include a clear call to action

Tell your readers exactly how to support you on Small Business Saturday. Put a single button in your email with language like:

• “Shop Now”
• “Plan Your Visit”
• “RSVP Now”

6. Track your results

After your emails send, check your open and click rates. See which subject lines or offers performed best, and use that information to inform your next campaign.

? Pro tip: With Constant Contact’s personalized reporting dashboard, you can easily see how your emails are performing (no spreadsheets required, because who’s got the time?).

Social media ideas to promote Small Business Saturday

Build excitement for Small Business Saturday with a few social posts; you don’t need a huge following to make it work. Here’s how to grab attention, encourage sharing, and get your community talking.

1. Do a countdown

Post once a day leading up to Saturday to remind followers what’s coming. Show behind-the-scenes photos, feature your bestsellers, or introduce your team. Even a quick “3 days to go!” Story or Reel keeps your shop top of mind.

2. Share your best deals and events early

Give your audience a reason to stop scrolling and start planning their visit. Post your special offers, giveaways, or event details with an eye-catching image and clear caption.

? Pro tip: Always include your hours and location in the caption so people know exactly when and where to find you.

3. Use the right hashtags

Boost visibility by tagging your posts with hashtags like #SmallBusinessSaturday, #ShopSmall, #ShopLocal, and #YourCityName (for example, #ShopLocalBoston). These help nearby shoppers discover your business even if they don’t follow you yet.

4. Go live or post a quick video

Try filming a quick walkthrough of your shop, a peek at what’s on sale, or a message from your team saying thank you to your customers. It’s a great way to set yourself apart from the big faceless corporations and promote shopping small.

6. Post the morning of (and after)

On Saturday, share real-time photos, customer smiles, or an early-morning “We’re ready for Small Business Saturday!” post. The next day, post a quick thank you message with a few highlights.

? Pro tip: Save your Stories as a “Small Biz Saturday” highlight on Instagram — then you’ll have content to reuse next year.

Small Business Saturday event ideas to get people in the door

Small Business Saturday is the perfect excuse to turn your physical location into an experience. No need to plan a full-blown party, just something small that will make people want to stop in, shop, and tell their friends about it.

Here are a few event ideas that work for small businesses:

1. Host a “Shop & Sip” or “Shop & Snack”

Offer free coffee, cider, and/or light bites while customers browse. It’s an easy way to make your space feel welcoming (and bonus, it keeps shoppers around longer!).

2. Run a giveaway or raffle

Offer a prize for one lucky shopper or give a small freebie to the first 25 customers through the door. Announce the giveaway ahead of time via email and social media to build excitement.

3. Collaborate with nearby businesses

Join forces with other local shops for a mini pop-up market or a shared giveaway. When you promote each other, everyone benefits.

4. Offer an exclusive experience

Host a class, demo, or tasting related to what you sell. It could be anything from gift wrapping tips to how to style a holiday table to a tasting of local wines. Events like this help your business get known as a knowledgeable player in your industry.

5. Celebrate your community

Dedicate a portion of sales to a local cause or charity and let your customers know about it. Shoppers love seeing small businesses giving back, especially around the holidays, and it encourages them to spend money with you.

Keep the momentum going after Small Business Saturday

Think of Small Business Saturday as the start of your busiest (and most profitable) season. Once the excitement of the day is over, take a few simple steps to keep the energy — and your sales! — going strong.

1. Say thank you

Send a quick thank you email or post a message of gratitude on social media. Include a few photos from the day and thank your community for showing up.

? Pro tip: Add a small “thank you” offer, like 10% off a December purchase or a free gift with their next order.

2. Keep in touch with new customers

According to a recent Constant Contact survey, 88% of small business shoppers are likely to become repeat customers after a holiday purchase. So if you collected new email addresses during Small Business Saturday, don’t let those connections go cold — add them to your list and send a short welcome series to continue building that relationship.

3. Plan your next campaign

Keep your post-Saturday momentum going by planning your next promotion right away, whether it’s a holiday gift with purchase or a New Year’s sale. Review what worked for Small Business Saturday, reuse your best content, and schedule at least one follow-up email while your customers are still engaged.

? Pro tip: Set up an automated holiday email campaign to keep new customers shopping with you through the rest of the season.

Make the most of Small Business Saturday

Small Business Saturday may only come once a year, but the connections you build can keep your business growing all year long. When you follow up, stay consistent, and keep showing up for your customers, they’ll keep showing up for you — not just on one Saturday in November, but again and again.

Looking for more holiday marketing ideas to maximize your returns this season? Download our free Holiday Glow-up Guide below to get everything you need to create successful marketing campaigns, including festive inspiration for email, social media, SMS text messaging, and events.