4 Top-Tier Marketing Strategies for Small Business Saturday 2024

Celebrated the Saturday after Thanksgiving, Small Business Saturday gives SMBs a unique opportunity to connect with their communities and boost sales—and the numbers don’t lie. According to the U.S. Chamber of Commerce, “Since American Express created Small Business Saturday in 2010, consumers have reported spending an estimated $184 billion at small businesses on the day.” We know small businesses are essential to communities, and this holiday encourages consumers to support local businesses. Here are four key strategies to maximize your impact this Small Business Saturday—it’s on November 30 this year, folks!

Create Specific Promotions

Special deals, exclusive products, or limited-time discounts for Small Business Saturday can create excitement and urgency. Consider offering unique bundles or “buy one, gift one” promotions that allow shoppers to purchase gifts for themselves and someone special. If you’re a service-based business, create exclusive offers on consultations, classes, or memberships. Promote these deals ahead of time so customers can plan to stop by your store or website. And to ensure shoppers don’t miss out on great savings, clearly highlight the details of your offer(s) on social media, email, and in-store signage.

Local Hashtags and Geo-Targeting

Leverage social media to reach nearby customers by using local hashtags and geo-targeting. Hashtags like #SmallBusinessSaturday, #ShopLocal, or a hashtag unique to your area can boost your visibility. And for even more reach, platforms like Instagram and Facebook allow you to tag your location, making it easy for locals to find your posts. These social media platforms also include the ability to promote paid ads with geo-targeting, which lets you reach people specifically in your area. You could also create a countdown to Small Business Saturday, share stories about your business, or highlight behind-the-scenes content to build anticipation. Small Business Saturday is fun for customers, so the lead-up is a great time to show them how excited you are to welcome them!

Cross-Promotional Partnerships with SMBs

Collaborating with nearby businesses can broaden your reach and add variety to the Small Business Saturday experience. Consider bundling products with complementary businesses (coffee shops can offer discounted beverages when customers show a receipt from a local clothing store, for instance). You can also create a “passport” that customers can get stamped at each participating store, with a reward for those who visit all the businesses. Cross-promotions can be particularly effective when shared on each business’s social media and email lists, amplifying the reach without doubling the effort. Make sure to tag each other on posts and provide signage in-store to guide customers to the other participating businesses.

Email and SMS Campaigns, Targeted Strategically

Email and SMS campaigns are powerful tools for reaching customers directly. Leading up to Small Business Saturday, send emails with sneak peeks of promotions, special event details, and reminders to encourage visits. SMS messages on the day of or just before can provide last-minute reminders and a sense of urgency. Be sure to segment your audience by shopping habits, interests, or geography to make the content as relevant as possible, and consider offering an extra incentive for SMS subscribers, such as an exclusive discount or early access to sales.

Keep a pulse on all things small business by stopping at The Financial Pantry every week. We have scores of content touching on everything from marketing tips and hiring how-tos to financial advice for business owners like you. And be sure to keep us in mind when you’re in the market for a small business loan. With the new year upon us, it’s a great time to dive into those projects you’ve been hoping to tackle—and a line of credit may just be the ticket to getting them done!