The
holiday season is around the corner, and small businesses everywhere
have been pivoting to serve a post-COVID shopping landscape. As consumers are poised to return to brick-and-mortar stores in force this holiday selling season,
local mom-and-pop shops, restaurants and service providers can
maximize the opportunity by participating in Small Business Saturday.
Small
Business Saturday, which takes place on November 27 this year,
encourages consumers to support local businesses by shopping
small. American Express launched this
shopping holiday in 2010, at the height of the Great Recession, as a
way of redirecting holiday shopping to local stores. A decade later,
it’s observed in all 50 states, and in 2011, the Senate passed a resolution recognizing
Small Business Saturday.
Consumers
have been more than eager to jump on board and support their local
small business community. Last year, the U.S. Small Business
Administration reported Americans spent nearly $20 billion on Small Business Saturday,
and in the years before that, consumers spent a cumulative $100 billion-plus on
this shopping holiday.
For
every dollar spent at
a small business,
American Express estimates an average of $0.67 stays
in that business's local community. This has the potential to boost
sales during the 2021 holiday season, with many small businesses
still working to make up the revenue they’ve lost throughout the
pandemic.
[Read more: 7 Ways Your Business Can Get Ready for Black Friday]
Making
the most of Small Business Saturday during the pandemic
Small
Business Saturday has traditionally been aimed at driving foot
traffic to local shops. This year, more and more consumers will be
taking their holiday shopping online and seeking out virtual, contactless experiences with businesses.
Here
are a few ways to ride the trends and position your business for
success this Small Business Saturday.
Get
free marketing materials and exposure from American Express
There's an enormous opportunity to reach consumers and increase sales during Small Business Saturday 2021. American Express offers free marketing materials, including posters, emails and social media posts. Small businesses can even add themselves to AmEx's "Shop Small" map and join a national directory of other participating businesses.
Every business, especially those with e-commerce operations, should make sure their websites are up-to-date and mobile-friendly well before Small Business Saturday.
Find
and/or host virtual Small Business Saturday events
Small
business owners are stronger when they join forces and work together.
Across the country, local businesses are hosting virtual Small
Business Saturday events, whether they organize them with other
businesses or join existing events. Business owners can advertise the
occasion, hold online sales and provide special incentives for
customers during these events.
Small
Business Saturday Event Guides are available
to anyone participating in Small Business Saturday activities.
In addition, American Express is offering free Small Business Saturday Event Kits while supplies last. Businesses can check out the Neighborhood Champion Program for Small Business Saturday for more details.
[Read more: How to Sign Up for Small Business Saturday]
Launch
social media and email marketing campaigns
Since
Small Business Saturday has become a household name across the
country, social media and email marketing campaigns focused on this
shopping holiday can bring in new customers. Businesses can use
hashtags like #SmallBusinessSaturday and #ShopSmall and tag American
Express's @shopsmall social
media accounts to get noticed online.
Update
and optimize your small business website
Every
business, especially those with e-commerce operations, should make
sure their websites are up-to-date and mobile-friendly well before
Small Business Saturday. Reaching consumers online has been key to
business success in 2021 and will continue to be throughout this
holiday season and beyond.
Explore
American Express's content hub for small business tips, trends and
tools
American Express publishes a merchant content hub featuring valuable small business resources and expert insights ahead of Small Business Saturday. This landing page, in conjunction with small business publications like CO—, can give you the knowledge and tools you need to attract more customers, streamline your operations and discover new trends that will help you grow.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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To stay on top of all the news impacting your small business, go here for all of our latest small business news and updates.
CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.
