With consumers spending an estimated $17 billion on Small Business Saturday in 2023, it’s fair to say this may just be the most wonderful day of the year for small businesses across the country. While it seems to be a successful event on its own, there are more ways business owners can take advantage of the big day and prepare their shop for record-setting sales.
Small Business Saturday success starts with strategy. Here are 6 things to start doing to ensure your business stands out – even amidst the craziest shopping weekend of the year.
1. Make yourself (more) visible through advertising.
It’s no secret that ads drive results. Whether it’s elevating your digital presence, getting in front of your niche ideal audience through print marketing, or both (ideally both), it’s time to get seen ahead of November 30. If you know exactly the kind of consumer your small business caters to, finding marketing opportunities that put your brand message in front of those consumers is the surest way to gain traction.
Every effective ad has a strong call to action – and this is often to push consumers to your website to learn more about your offerings. Ensure your website is up to date with prices of services or products to give shoppers a clear view of what you offer. And if you have any noteworthy holiday promotions available on Small Business Saturday, consider adding this to your site. Your website must be user-friendly to avoid customers bouncing off your page due to frustrations or confusion.
→ 6 Signs Your Website Needs a Redesign
2. Tell a story.
Use the age-old practice of storytelling to pull at the heartstrings of your potential customers. People like to see the face behind the brand, especially for small businesses since the owners and managers are more likely to be fellow community members. So share a little about you and how your business came to be! And don’t be timid – share your story everywhere. A video posted to your social media accounts. A featured article in a hyper-local magazine. Word-of-mouth via in-store experiences. The possibilities are endless.
3. Throw an event.
Whether it’s leveraging already planned local events or throwing your own gathering, a well-timed party can create some buzz and anticipation leading up to Small Business Saturday. Consider hosting a kick-off event with complimentary food, drinks, and promotions to spark the interest of shoppers. Better yet, partner up with other local businesses to make the event (and turnout) even larger.
If you agree events are a great way to build excitement for Small Business Saturday but aren’t sure how to get the word out, get in touch with the publisher of your local Stroll, Greet, BeLocal, or Real Producers magazine to see if it makes sense to partner.
4. Offer an SBS-only promotion.
The infamous Black Friday weekend is saturated with shoppers on the hunt for the best deals. To get customers to choose your business, why not give them what they want? Sales! Whether it’s a certain percentage discount, a free giveaway with purchases, or an exclusive item you don’t normally offer, there are many ways to get locals through your door come November 30.
Extending your business hours is another great way to make sure customers can stop in during peak shopping hours. Keep those doors open to avoid missing out.
5. Register your business.
Does your small business accept American Express? You can register your business to be on a small business map here. This will show local listings of participating businesses to encourage shopping small in your area.
There may be additional listings for small businesses participating in Small Business Saturday in your local area so be sure to do some research and get your name on the lists.
6. Be prepared to track success.
With all the effort and care you’re putting into Small Business Saturday success, make sure you come away with what worked and didn’t work to improve in 2025. Track peak shopping hours, the performance of your products, promotions, and deals, and ask customers for their feedback after the weekend is over. (Here’s your friendly reminder to collect contact information on customers so you’re able to reach out for their thoughts.)
Small Business Saturday offers small businesses the greatest opportunity of the year to welcome a much larger customer base. While the event of Small Business Saturday doesn’t need much marketing help itself – customers are eager every year to shop til they drop over the weekend – there’s even more success to be had for those businesses that prepare ahead of time to make the most of it. We wish you a successful and busy Small Business Saturday!
