Small Business Saturday is Nov. 25. Last year, about 41 percent of Society of American Florists members who responded to a fall holiday survey said Small Business Saturday sales remained about the same from 2015 to 2016.
Small Business Saturday (Nov. 25) is three weeks away — and if that deadline makes you think, “So what?” Bob Phibbs, the retailing pro behind the popular Retail Doc website has a question: “Why aren’t you doing more to make the day a success for your business?”
“Small Business Saturday is one of the most trafficked shopping weekends of the year,” he writes. “In 2014, customers spent an estimated $14.3 billion at small independent businesses on that day… And yet, I continue to discover many indie retailers who do absolutely nothing to connect to Small Business Saturday. It’s like going out on Halloween to trick or treat in your neighborhood and finding most of the front porch lights turned off.”
Last year, about 41 percent of Society of American Florists members who responded to a fall holiday survey said Small Business Saturday sales remained about the same from 2015 to 2016. About 17 percent saw a decrease and 19 percent saw a drop; the rest of respondents weren’t sure of their returns or didn’t promote the event.
Want to make this year’s event a big to-do at your shop? Phibbs has the following suggestions:
Bundle Up. Resist the urge to offer a blanket discount. “Shoppers will be out spending their money, and you want to attract those who are looking for something other than just a cheap price,” Phibbs said. “There’s always someone cheaper, whether online or down the street. Instead, what could you bundle with a purchase? Even if it is a gift card to your business, it is a much better promotion than a generous discount because it gets customers back into your store to spend it.”
Work Together. No doubt about it: Small Business Saturday tends to attract the most attention locally when many businesses participate. Ideas to try that have been successful elsewhere:
- Create a “scavenger hunt” with other local shops.
- Craft “selfie” events around area businesses.
- Develop a “Small Business Passport” for shoppers to take with them throughout the day.
- Hold a kick-off breakfast.
American Express has more details on how to plan these events and others on its website.
Take Names. “Use this opportunity to get those who visit you to join your Facebook page,” Phibbs said. “Have them take a snap in your store and post it with yourhashtag and #shopsmall. Have them signup for your newsletter on a dedicated iPad by the register. Getting their names and follows is critical as you need to stay in contact with these shoppers long after the Thanksgiving leftovers have all been eaten.”
Get more tips from Phibbs.
Find out more about Small Business Saturday and get materials at www.americanexpress.com/us/small-business/shop-small.
