Small Business Saturday is a day that small business owners look forward to each year. It’s a time for people to come together to celebrate the passions of those in their community. Small Business Saturday was coined by American Express in 2010 to build support for small businesses during one of the busiest shopping seasons of the year. According to a Small Business Saturday Consumer Insights Survey conducted by the National Federation of Independent Business (NFIB) and American Express, 108 million shoppers took part in Small Business Saturday in 2017, spending more than 12.9 billion dollars.
With Small Business Saturday still fresh on our minds, it’s a great time to think about what makes the day successful and how businesses can implement these strategies all year round.
Share your story and personalize your business
One of the top reasons people choose to spend money on Small Business Saturday is because they feel connected to the people behind the business.
- Share pictures of your staff and day-to-day operations.
- Document life from your point of view and show that you and your staff are real people. When people feel they can relate to you, they connect to you, and it peaks their curiosity to get to know more about you.
Give customers an incentive to shop at your store versus a big box store
Point out what makes you different from chain stores.
- Show what makes you unique and what you can do that the big corporations cannot.
- Highlight your handmade and local products, attention to customer service, and investment in the community.
- Connect with customers and show them that their money is serving a bigger purpose at your place of business than at a corporation.
Host themed events
Declaration and Co. celebrated Small Business Saturday and the release of new episodes of “Gilmore Girls” by transforming part of their shop into Stars Hollow.
Show your business’ character by hosting a fun themed event that is relevant to the lives of your customers and aligns with who you are as a company.
In 2016, local St. Augustine business Declaration and Co. combined Small Business Saturday with a Gilmore Girls-themed event for the much-anticipated Gilmore Girls revival on Netflix. They transformed part of their shop into Stars Hollow complete with a Luke’s Diner and had one-of-a-kind themed merchandise for sale, much to the excitement of Gilmore Girls fans in the area. This is the perfect example of using current events and trends to up your marketing and connect with your audience.
Use your social media accounts to connect with your customers and those looking to shop locally
This one is a no-brainer. Social media is an integral part of how you build relationships with your target audience. It’s a great way to get personal with your customers and reach people you might not be able to otherwise.
- Post pictures and videos of what’s new, what’s coming up in the future, and why they should visit you.
Shop local. Shop St. Augustine.
To support the shop local movement, we have created the Shop St. Augustine campaign. Whether you are a business owner or are shopping, eating, playing, or staying in St. Augustine, using #ShopStAugustine connects you with other businesses in town and helps show everyone that St. Augustine is open for business.