Small Business Saturday: 5 ways to wow shoppers

Small Business Saturday: 5 ways to wow shoppers

The third annual Small Business Saturday -- a day dedicated to promoting and supporting small businesses across the country -- is Saturday, November 24. Small Business Saturday (SBS), the day after Black Friday, and two days before Cyber Monday, presents the perfect opportunity for small merchants to strut their stuff just in time for the holidays.

If you plan to participate in this year's Small Business Saturday, now is the time to think strategy. Here's a look at other merchants' game plans for this year and some tips for making them work for you.

The story and success of Small Business Saturday
American Express founded Small Business Saturday in 2010 to help small businesses gain more exposure during the post-Thanksgiving weekend, one of the biggest shopping weekends of the year. In 2011, more than 100 million people shopped small businesses in their communities on Small Business Saturday, according to American Express's 2011 Small Business Saturday Consumer Survey.

"Research has shown that American consumers have a deep trust in, and admiration for, the small business community. Small Business Saturday gives them a chance to show their appreciation by patronizing small shops, restaurants and service providers," said Dan Danner, CEO of National Federation of Independent Businesses (NFIB) in a news release. 

Forty-six percent of independent merchants plan to incorporate Small Business Saturday as part of their holiday strategy, and the majority of them -- 67 percent -- say they plan to offer discounts that day, according to the 2012 Small Business Saturday Insights Survey, released November 8, by NFIB and American Express.

Researchers surveyed 500 small business owners and found that many of them are starting to see Small Business Saturday as a much-needed boost for businesses that often get lost in the Black Friday shuffle. Of those planning to participate, the vast majority (80 percent) say they expect a year-over-year sales increase on this designated shopping day.

Your Small Business Saturday strategy
Given the potential bottom-line booster for participating merchants, how do you plan to impress your shoppers on Small Business Saturday? Here are the top strategies small business owners told NFIB and American Express they plan to implement this year.

1. Give them a reason to return: If you want your shoppers to remember you after Small Business Saturday, give them a reason to come back. Forty-six percent of participating merchants say they plan to hand out coupons for discounts on future purchases.

2. Wrap it up: Consider setting up a table or two for complimentary gift wrapping for shoppers -- 25 percent of merchants promoting Small Business Saturday plan to do so. Free gift wrapping shows that you are willing to go out of your way to make your customers' lives easier. During shopping lulls, roll up your sleeves and try your own hand at wrapping -- and take advantage of the opportunity to get to know your customers. If you are gift wrap-challenged, let your more skilled employees do the "paperwork," while you chat with shoppers.

3. Make customers the winners: According to the SBS Insights Survey, 23 percent of merchants plan to give away prizes or host contests as part of their promotions. Hold a contest or do an hourly drawing to give away one of your items, or even a gift card, to shoppers who enter. Remember to advertise and use signage that clearly explains the give-away rules, permitted number of entries and any other requirements to avoid misunderstandings.

4. Boost holiday spirits: What better way to boost a shopper's spirit than with a free gift? This year, 20 percent of SBS  participants plan to give buyers free items with a purchase. If you offer free gifts on Small Business Saturday, work out the details ahead of time -- and be transparent in your coupons, advertising and signage. Whether you offer a free gift to everyone who comes through your door, to those who make a purchase of any amount, or only to those who make "minimum" required purchases, make sure your offer is clear.

5. Wow them with service: If there was ever a day to roll out the red carpet for shoppers, Small Business Saturday is that day. Anticipate and prepare as much as possible in advance. Schedule extra employees to work that day (nearly 30 percent of participating merchants say they plan to do so), and empower them to make their own judgment calls when it comes to helping customers.

If you have to run from check-out to check-out signing off on checks, punching in your passcode and processing returns, neither you nor your customers (nor your employees, for that matter) will be left with a fond memory of that day.

Above all, show your shoppers the small-business difference -- personalized service, a professional but fun atmosphere and the hometown touch. These are the areas where big box retailers have trouble competing.

If you're not sure how to get the word out to your potential new customers, American Express has some free marketing materials and social media templates -- 87 percent of participating merchants say they'll be using social media to promote the day. There are also instructions for creating geo-targeted online ads (to reach customers in your area) and coordinating with other nearby businesses for community-wide events.

Published: November 14,2023