Tips to Make Small Business Saturday Count

This year’s Small Business Saturday — the special shopping day that falls the Saturday after Thanksgiving — is a prime opportunity for small business owners to boost sales, attract new customers, and strengthen relationships with their community. First launched by American Express in 2010 and now widely recognized across the U.S. to highlight locally-owned businesses, the event encourages consumers to “shop small” and support main-street enterprises. Now that the holiday season is in full swing, let’s chat through some key tips for making the most of the day.

Start promoting early—and build anticipation

You’ll want to get your message in front of your audience well ahead of the day. One strategy: tease your special offers, extended hours, or in-store events via social media, email newsletters and local signage. Experts recommend beginning promotion at least a week in advance, and using hashtags like #ShopSmall and #SmallBusinessSaturday to boost visibility. You can also consider creating a countdown or “sneak peek” of exclusive deals to generate excitement.

Create exclusive offers or experiences

To stand out from the crowd, deliver something your customers can’t get any other time. This might include “bundle-and-save” offers, limited-edition items, or a short in-store event (like a live demo or mini-workshop). The idea is to give shoppers a reason to choose you on that day. You might also partner with a complimentary business nearby to co-promote and share traffic. For example, a local café might team up with a boutique to offer a coffee-and-shopping combo (and who doesn’t need a caffeine boost when shopping for presents?).

Ensure your staffing, inventory and logistics are ready

Traffic may surge, and you definitely don’t want to miss out on sales because of stock outs or slow checkout. Use past sales data to anticipate your top-selling items, and make sure you have enough staff on hand (or cross-trained employees) to manage increased foot-traffic. Review your POS system, test any online checkout flows, and ensure you’re ready for both in-store and online orders if applicable. A smooth shopping and checkout experience has the power to turn first-time buyers into repeat customers.

Leverage social media and digital channels

Don’t rely solely on foot-traffic! Use your digital presence to engage customers both before and during the event. Post stories, reels or live videos showing your shop prepping for the day, highlight “behind the scenes,” and feature your staff giving recommendations. According to industry experts, social commerce and connected digital experiences are more and more important for small businesses around this event. Offer an exclusive online coupon (valid only on Small Business Saturday) that customers can redeem in-store or online, driving engagement across channels.

Capture customer data and nurture relationships

Beyond making sales, one of the major benefits of Small Business Saturday is growing your customer base. Encourage sign-ups for your email list, offer first-time-buyer discounts, or set up a referral program. According to a planning guide, gathering shopper data during the event enables you to follow up, personalize future offers, and build retention. After the event, send a thank-you message and invite customers to upcoming events or specials: this helps turn a one-time visitor into a lifelong customer.

Team up with other local businesses and participate in your community

Collaboration amplifies reach. Working with neighboring shops or local organizations not only widens your audience, but it also reinforces the “shop local” message. Many communities publish maps of participating stores, or run local events tied to Small Business Saturday. So, make sure you’re part of it! Additionally, you might consider tying in a charity or community give-back: for example, donating a portion of the day’s sales to a local nonprofit can increase goodwill and bring in socially-minded shoppers.

Evaluate and build for the future

After the event is over, take time to analyze what worked and what didn’t. Which deals were most popular? Which channels drove the most traffic? Use those insights to inform your holiday strategy for the rest of the season and next year. Experts stress that Small Business Saturday shouldn’t just be a one-day spike, but part of a longer-term plan to engage your audience and grow your business.

For small business owners, Small Business Saturday on November 29 is more than just another shopping date—it’s a strategic opportunity to raise visibility, build relationships, and boost your brand in your community. With thoughtful planning, engaging promotions, and strong follow-through, you can turn the momentum of that one day into lasting customer loyalty. Start early, treat it as part of your holiday roadmap, and make every moment count. From all of us atARF Financial, happy holidays! Let’s make this season count.