Small Business Saturday is on November 25th. Is your business prepared? Held on the Saturday after Thanksgiving each year, Small Business Saturday launched in 2010 as a day to support small, local businesses nationwide. The event has snowballed since then: In 2016, 112 million consumers spent an estimated $15.4 billion at independent businesses on Small Business Saturday.
The special day isn’t just for retailers, despite it being sandwiched between Black Friday and Cyber Monday. (This year, it's on November 25.) Any local independent business—restaurants, spas and salons, home services businesses and more—can profit from this day. Even independent e-commerce businesses can leverage Small Business Saturday.
U.S. consumers love shopping with independent businesses. In a recent survey by Ask Your Target Market, 49% of respondents say they prefer to patronize small businesses over large ones; 34% even go out of their way to do so. But that doesn't mean you can sit back, relax and expect customers to pour into your business on November 25. Here are six things you can do to prepare for Small Business Saturday.
1. Staff up: Be sure you have enough staff scheduled on Small Business Saturday to serve customers. Hopefully, you’ll be getting a lot of first-time visitors, so their experience with your business must be a positive one.
2. Stock up: Make sure you have plenty of inventory on hand. No business wants to attract a crowd of customers and then run out of what they want to buy.
3. Team up: Small Business Saturday is a neighborhood affair. Talk to other local business owners in your area to see if they're planning to participate. The more businesses get involved, the more awareness you’ll generate—and the more customers you’ll attract. Your local Chamber of Commerce, business owners’ organization and even City Hall can help put together a Small Business Saturday marketing push. According to the American Independent Business Alliance, from each dollar spent at a local independent merchant, 2 to 3.50 times that recirculates in the local economy. That’s something every local government can get behind! Community organizations and chambers of commerce can even become Neighborhood Champions of Small Business Saturday.
4. Speak up: Let the local media know about Small Business Saturday and what your community is doing to promote it. Local newspapers and bloggers are always looking for holiday-related stories. If this is the first year your city or town is participating, educate the media about what this day means to local small businesses and the community.
5. Spruce up: Get ready to put your business’s best face forward on Small Business Saturday. Make sure your location is looking good, and take care of any needed repairs such as burned-out light bulbs or heating malfunctions. Plan your holiday store decor, too.
6. Keep it up: Small Business Saturday raises awareness of independent local businesses—and hopefully, you can keep capitalizing on consumers’ newfound awareness of your business year long. Plan to: collect email addresses; sign new customers up for loyalty programs; encourage reviews on rating sites; engage on social media and otherwise stay in touch with them throughout the holidays and all year long.
About Rieva Lesonsky
Rieva Lesonsky is CEO and Co-founder of GrowBiz Media, a custom content and media company focusing on small business and entrepreneurship, and the blog SmallBizDaily.com. A nationally known speaker and authority on entrepreneurship, Rieva has been covering America’s entrepreneurs for more than 30 years. Before co-founding GrowBiz Media, Lesonsky was the long-time Editorial Director of Entrepreneur Magazine. Lesonsky has appeared on hundreds of radio shows and numerous local and national television programs, including the Today Show, Good Morning America, CNN, The Martha Stewart Show and Oprah.
Lesonsky regularly writes about small business for numerous websites and for corporations targeting entrepreneurs. Many organizations have recognized Lesonsky for her tireless devotion to helping entrepreneurs. She served on the Small Business Administration’s National Advisory Council for six years, was honored by the SBA as a Small Business Media Advocate and a Woman in Business Advocate, and received the prestigious Lou Campanelli award from SCORE. She is a long-time member of the Business Journalists Hall of Fame.
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