My first memories of shopping with small businesses date back to my early teenage years. Two of my favorite things at that time were CDs and books — and I was lucky enough to live within biking distance of two small businesses that sold both. Even better? The stores were located right next door to one another in the same strip mall.

Every time I had a few extra dollars in my pocket, I’d hop on my bike and head to those stores. The bookshop frequently held sidewalk sales where I could buy five used books for $5, so I’d stop there first and pick up a few titles that looked entertaining. Then I’d drop into the music store. It was stocked to the brim with CDs, cassette tapes, and records of all different genres. It also sold singles, which were usually what I bought since they were much cheaper than buying full albums. 

Nearly 30 years later, both of those small businesses still exist. They survived through the turbulent COVID-19 years, massive industry changes, and the inevitable aging of their owners. And when I happen to be in town, I usually stop by. I like supporting them because they’re pillars of the community. 

Think of your small business through the same lens. You probably have steadfast supporters who always shop with you, even when there are other alternatives. Small Business Saturday is an opportunity to reaffirm your place with your clients and even attract new ones. The trick is to leverage your marketing resources to bring customers straight to you.

When is Small Business Saturday 2024?

Small Business Saturday occurs each year on the Saturday following Thanksgiving. In 2024, it’s scheduled for November 30. 

American Express first introduced Small Business Saturday in 2010. The idea was to encourage consumers to shop at their local small business retailers and service organizations during Thanksgiving weekend, which typically ranks among the highest-grossing shopping days of the year. Since it began, Small Business Saturday has generated over $200 billion in sales for participating brands. 

Benefits of participating in Small Business Saturday

Joining Small Business Saturday is a no-brainer for many local organizations. Here are a few advantages your brand may gain by participating.

Attract new customers

The “shop small” trend has grown since it first started 14 years ago. Every year, new businesses join in, advertising special deals and holding events designed to bring in new clients. Joining in the festivities can put your business on the local map, potentially enlarging its customer base. 

Increase revenues

In 2023, spending on Small Business Saturday is estimated  at $17 billion in the U.S. By actively participating in the event, your business may see a bump in revenues. 

Build a local presence

I can think of dozens of small businesses in my hometown that have a tremendous community presence. They support local schools, youth groups, and other organizations. By joining in on Small Business Saturday, you may open yourself up to similar opportunities that can enhance your store’s reputation.

A day of fun

Small Business Saturday is a day of celebration. You can turn the day into an exciting annual event that your staff (and customers) look forward to. When it becomes a part of your company’s ethos, everyone will want to participate. 

Email marketing strategies for Small Business Saturday

A successful Small Business Saturday starts with a solid email marketing campaign. After all, no one will know your plans for the day unless you loop them in on the action. Email is a great way to get things off to a good start. It’s relatively inexpensive and lets you communicate directly with prior customers who appreciate what your store offers. Try these tips to promote your company’s Small Business Saturday offerings.

1. Plan out your campaign ahead of time

Like any marketing campaign, you’ll want to lay out your plans for Small Business Saturday ahead of time. Think about different ways you can encourage clients to visit your store and start promoting them in the weeks and days before the big event. 

You might begin with a few initial emails sent a week or two before the big day, then increase your messaging in the day or two before Small Business Saturday. Use emails to share your promotions and highlight any events you’re planning for store visitors.

2. Make your messages stand out

Brands tend to swamp their subscriber’s email accounts in the leadup to Black Friday and Small Business Saturday. You can prevent your email from getting lost in the shuffle by using a stand-out subject line and straightforward messaging.

Your email’s subject line is the first thing people see when they open their inbox. To stand out, try playing around with phrases designed to grab eyeballs. Instead of sticking with something generic like, “Don’t Miss Our Small Business Saturday Deals,” you might get specific with, “Small Business Saturday: 2-for-1 Sweaters and 100 Free Gift Cards.” That message will grab the attention of anyone looking for a great deal on sweaters. Even if they’re not looking for a sweater, they might wonder how they can score a free gift card. 

3. Share your story

What did it take to start your small business? How did you come up with the idea, and what’s it like behind the scenes? Use marketing emails to share your story in the runup before Small Business Saturday. Your email can be a source of inspiration for someone else who’s considering starting their own company. It can also encourage prior clients to demonstrate their support by buying from you on the big day. 

4. Leverage automation

Email automation can be a tremendous timesaver for your marketing campaigns. That’s a big deal, since over 56% of small businesses find it a real challenge to spend more than an hour daily on marketing.

Through automation, you can trigger email sequences based on a recipient’s actions with your previous messages, website, or social media accounts. To see how that works, assume you include a link to your Small Business Saturday deals in your message. Recipients who click on the link and view specific deals might receive a follow-up email highlighting what they viewed and encouraging them to follow through on their purchase when the big day arrives.

5. Include a clear call to action

Every email sent should include a CTA. The CTA tells readers exactly what you want them to do — whether that’s visiting your store on Small Business Saturday, buying something on sale, or participating in an event. It’s a short descriptor that summarizes the whole purpose of your email.

Place the CTA somewhere within the email where it’s easily seen by the reader, and include a link to a landing page on your website where clients can learn more. Double-check your CTA links before sending any emails to make sure they’re working properly.

Email examples of successful campaigns

Here’s a look at a few small businesses that incorporate best practices into their Small Business Saturday campaigns.

Tattly

Tattly's Small Business Saturday email is punny and emphasizes community
Tattly uses a unique play on words to grab the reader’s attention in its Small Business Saturday email. Image Source: Tattly

Town Center Cold Pressed

Town Center Cold Pressed sent this Small Business Saturday email featuring a special deal for customers
Town Center Cold Pressed highlights its special deal for Small Business Saturday shoppers with a clearly visible CTA. Image Source: Town Center Cold Pressed

Social media strategies for Small Business Saturday

Email isn’t the only way to broadcast your store’s participation in Small Business Saturday — lean on your social media accounts, too. The thing that’s uniquely great about social media is that your posts are instantly shareable, so your followers can promote them with their own audience, potentially reaching people who haven’t shopped with you before. Some platforms let you use hashtags to further your reach. Anyone who follows the hashtags you select may see your post. 

To make the most of your Small Business Saturday campaign, try these tricks.

1. Tell your brand’s story with a video on social media

Social media platforms are ideal for quick videos and reels. Try creating a 10- to 30-second video especially for social media that tells how your company came to be. Keep the story interesting by talking about any hardships you faced or providing some behind-the-scenes footage with staff.

2. Tag your posts with #SmallBusinessSaturday

There are a few hashtags created exclusively for brands participating in Small Business Saturday, including #SmallBusinessSaturday, #ShopLocal, and #ShopSmall. Consumers interested in finding local businesses can follow those tags on platforms like Instagram, X, TikTok, and YouTube, and they’ll see your post. You can include the city you’re located in, too, so local residents can find you. 

3. Share details of your Small Business Saturday deals

Use social media platforms to highlight any exclusive promotions you’re running for Small Business Saturday. You can include videos and pictures of promoted items so viewers know exactly what’s on sale. Be sure to include a few links to the products on your social media post that your followers can click on to learn more.

4. Partner with other local businesses and promote each other

Chances are you’re aware of a few other local companies planning to participate in Small Business Saturday. Share the goodwill by promoting them in your posts and ask them to do the same for you. Cross-promotion can help you reach new people unfamiliar with your brand, hopefully attracting a few new clients on the big day. 

5. Remind your followers what Small Business Saturday is all about

Use your social media platform to tell your followers how Small Business Saturday supports independent organizations like your own. Back it up with a few facts — like how small businesses account for over 70% of new jobs since 2019 and make up over 40% of the nation’s gross domestic product. 

Social media examples for Small Business Saturday

Not sure where to start with your Small Business Saturday social media campaign? Use these examples for inspiration.

The Wild Pine

The Wild Pine shared a post on Instagram to advertise a Small Business Saturday sale
The Wild Pine shares updates of its upcoming sale on Small Business Saturday 2023 with its followers, helping to generate interest in its products. Image Source: The Wild Pine

The Cheese Store

American Express featured this family-owned cheese shop on its YouTube channel, outlining its history as a revered small business in Beverly Hills. Image Source: American Express / The Cheese Store

Event marketing strategies for Small Business Saturday

Another way you can attract people interested in supporting your business is by hosting an event. You might run a contest or a raffle during the day or pair up with other small businesses at a local market or fair. 

If your small business is a restaurant, you could offer a special menu just for Small Business Saturday and let customers try some of your best dishes. Service-oriented businesses might offer a free class on a topic that’s interesting to their clients and a special deal for people who attend.

Use your imagination to come up with an experience that uniquely fits your business and can draw in potential clients from your community. 

Event examples for Small Business Saturday

Take a look at a few ways you can incorporate fun events to attract your local community. 

Havenly Holiday Workshop

An interior design company offers a class on creating a beautiful holiday table. Image Source: Havenly

Host a Shop & Sip

Constant Contact email template used for a Small Business Saturday event
To help promote your own Small Business Saturday event, check out how we used one of our own email templates to create a simple email for Beer House’s Shop & Sip event.

 

Make Small Business Saturday a rousing success for your brand

Small Business Saturday provides a unique opportunity for companies to tout their commitment to the local community and reach new customers. Get ahead of this year’s Small Business Saturday by planning your marketing activities in advance. Decide on whether you’ll offer any special promotions or events, and be sure to share them through social media and email for the best results.

If you’d like some more inspiration on growing a new company, check out the Constant Contact guide to marketing for small businesses and download our Holiday Marketing Quickstarter for the rest of your holiday marketing needs.

Constant Contact's free ebook Holiday Marketing Quickstarter