This year’s Small Business Saturday falls on November 30. The day after Black Friday, Small Business Saturday is a "shop local" initiative that was created to bring awareness to the importance of consumers shopping at independently owned businesses like lighting retailers.
On Small Business Saturday last year, 100 million consumers shopped small and spent $5.5 billion.
Patricia Norins, Small Business Saturday spokeswoman and retail expert, has 10 tips for retailers about how they can leverage the power of Small Business Saturday to boost their holiday sales and profits.
1) Start marketing your Small Business Saturday far in advance. “Hang signage in your store and definitely in the windows to entice customers to come in,” Norins says.
2) Reach out to local media outlets to let them know you’re participating and offer to be an source for independent store stories.
3) Create an event page on Facebook and invite customers to come in.
4) Direct mail is not dead! “Reach out to VIP customers and specially invite them in to shop on Small Business Saturday.”
5) Organize a cash mob.
6) Use the power of social media and broaden your reach with pre-scheduled posts. “Schedule special in-store events on Small Business Saturday and create a calendar to send out on social media, for instance” Norins says.
7) Offer special deals and discounts for customers coming in to shop at your store on Small Business Saturday.
8) Acknowledge customers who shop in your store on that day and make them feel special. Try something like a Small Business Saturday photo wall, or donating a certain amount of every purchase to charity, complete with the customer’s name on a “Charity Wall.”
9) Take pictures of customers in your shop (after you ask for permission) and post on social media sites to show the activity in your store on the day of.
10) After Small Business Saturday, continue the Shop Local message through the holidays. “As a start, send e-mails and blast social media posts the day after Small Business Saturday thanking customers for shopping at your store,” Norins recommends.