This issue is all about planning ahead for fourth quarter and beyond. Small Business Saturday continues to celebrate and uplift small businesses, helping you discover and support the entrepreneurs in your community. Launched in 2010 by American Express, the Shop Small® movement has grown each year, becoming a pivotal part of the holiday shopping experience for both consumers and small business owners. As a small business owner American Express makes it easy to promote your small business by providing marketing assets such as social media posts.
Saturday, November 30, 2024, is Small Business Saturday – a day to celebrate and support small businesses and all they do for their communities. This year, we know that small businesses need our support now more than ever as they navigate, retool and pivot from the effects of the pandemic and multiple natural disasters. According to the 2023 Small Business Saturday Consumer Insights Survey conducted by American Express and the National Federation of Independent Businesses, an estimated 72 million Americans participated in Small Business Saturday last year, spending approximately $17.8 billion at local, independently-owned businesses. This significant boost highlights the growing commitment to shopping small and supporting local economies.
As the initiative gains momentum, Small Business Saturday has transformed from a mere shopping event into a broader community celebration. In 2023, more than 8,000 neighborhood champions took the lead in organizing Shop Small® events, bringing together small business owners to create unique, localized experiences. These champions are instrumental in encouraging communities to rally behind small businesses, spreading the word, and drawing new customers to local shops. Are you one of those champions or is it time to step up and act?
How Can You Leverage Small Business Saturday?
If you’re an independent business owner, now is the time to start planning for Small Business Saturday 2024! This year’s event falls on November 30, and by joining forces with other small business owners, you can make a bigger impact. Here are some cost-effective ways to maximize your reach:
- Collaborative Advertising: Partner with other local businesses to share the costs of print ads, leading to larger and more prominent placements at a fraction of the price.
- Shared Marketing Materials: Create a branded marketing piece that highlights event details and share the production costs among participating businesses. This ensures a unified message across the board.
- Coordinated Social Media Campaigns: Develop a shared social media calendar with consistent imagery and messaging. By sharing the same posts, you can amplify your reach and create a stronger impact.
- Leverage Newsletters and Email Lists: Spread the word through your email lists and newsletters. Each business involved in the event can cross-promote, helping to reach new audiences and drive more foot traffic.
What if You’re a Service Business?
Even if you don’t operate a traditional brick-and-mortar store, you can still benefit from Small Business Saturday. Consider these options:
- Partner with Local Shops: Align with other small businesses for joint promotions, giveaways, or sponsorships.
- Sponsor an Event: Sponsor breakfast or beverages at an event, offering you a chance to collect contact information and follow up later.
- Organize a Giveaway: Contribute to a grand prize drawing to attract attention and gather leads for future marketing efforts.
Square POS software states, “In 2023, some great events highlighted the holiday’s success. Some notable events included the West Chester, PA, Small Business Weekend, which featured live music and food trucks, creating a lively shopping atmosphere. On the other side of the state, near Pittsburgh, they held a shop and taste community event where you could get your small business map stamped to enter a raffle contest”. By planning ahead and using the right marketing strategies, small business owners can compete with larger companies. Social media has become a great equalizer, allowing small businesses to create excitement around their events and showcase what makes them special.
Now is the time to plan and download your Small Business Saturday marketing assets today! If you need help planning or executing your strategy, reach out to us at 724-612-0755.
This holiday season, take advantage of the collective power of the #ShopSmall movement and make this Small Business Saturday your best one yet!
About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.