Yes, we know, you are up to your eyeballs in preparation for the big holiday season and your marketing efforts are a big part of that. No doubt you are preparing for Thanksgiving, Christmas, Hanukkah and lets not forget about Black Friday and Cyber Monday. But there is one more potentially sales driving observance you might want to get in on this year if you haven’t before: Small Business Saturday.
Why Small Business Saturday is Now a Big Deal
In the six short years American Express first conceived the idea, “Small Business Saturday” has become something of a sales powerhouse and almost an American institution, coming the Saturday after Thanksgiving. This year it’s celebrated on November 28 and whether your small business is off or online based it’s really time to take notice. And it’s not too late to get in on the action either.
Just consider these facts:
- 88 million consumers shopped at small businesses on Small Business Saturday 2014, that’s 1 out of every 4 Americans.
- Consumers spent an estimated $14.3 billion that day.
- Small Business Saturday is the highest sales day of the year for independent bookstores, as a result of the American Booksellers Association’s IndiesFirst campaign, which targets that day to bring authors into stores.
- Weebly, which hosts small business websites, reported that sales more than doubled on Small Business Saturday 2014 compared to an average Saturday for the e commerce sites they host.
Making the Most of Small Business Saturday
Grab the Goodies
The first step in any marketing campaign centered around Small Business Saturday should be a visit to the official American Express site to download the plethora of email templates, digital art and printables that are on offer there. Anyone can participate and register as on official retailer but if your business takes American Express you will get a fair few extra perks, as you can see in the chart below.
Tap Your Email Lists
Your mail server queue is no doubt all ready filled with scheduled holiday emails but you should add two more; a save the date to inform your customers of your participation in Small Business Saturday and a night before or morning of reminder. you can customize the email templates provided by American Express but we have to say it is a bonus at this very busy time to have those ‘scripts’ available to use.
Tap the Power of Social On and Offline
As long as you remember to use the tag #shopsmall, anything you post on Facebook, Twitter or Instagram will show up within the official Small Business Saturday feed as well. If yours is an offline business you could also consider holding a special Small Business Saturday event, even if that only involves offering some light refreshments and maybe a good walk in discount or two. And no matter where you do business, on or offline, take the time to change your website for day to include at least some SMS content, whether that is a new graphic, a blog post or a discount coupon.Koehler Home Decor is a wholesaler of home decor accessories and unique gifts. Source quality wholesale merchandise at KoehlerHomeDecor.com and find tips for promoting your business on our blog.