• Arianna P.

Small Business Saturday Guide

Updated: Mar 3, 2020

As a small business owner, you’re probably aware that Small Business Saturday is one of the most significant days for your business. People all across the United States are encouraged to recognize and support small businesses by shopping with them; making it your business's time to shine. Small Business Saturday was first celebrated in 2010 by American Express. The November holiday falls on the Saturday after Black Friday. This year falls on November 30th.

Preparing for Small Business Saturday is no easy task! It means stocking up on inventory, calculating discounts and creating attention grabbing marketing content. We know that running a business is hectic enough, so we have created a guide to help you prepare for the busy day.

In our guide, we have compiled a list of helpful resources from where to create engaging promotional content, to a checklist to get you ready for the big day, and affordable and simple ways to advertise your business.

Content Creation

Promoting your business during the month of November can make a difference in the turnout of your Small Business Saturday. There are plenty of resources that can help you create content that is appealing and engaging.

American Express, provides awesome templates that you can use to get your business, Small Business Saturday ready! Create custom posters, social media posts, and email campaigns in as little as 5 minutes.

Canva, is a creative platform that allows you to create almost anything! From flyers, to social posts, and business cards. The website provides stunning photos and cute graphics, fit for use of all industry types. Even if you’re not the creative type or only have a little time on your hands, Canva makes it quick and simple to create content.

Adobe Spark, helps you create stunning visuals and videos for free. Adobe Spark combines Spark Page, Spark Post, and Spark Video into one. You can even create content on the go by downloading the Adobe Spark from the app store.

Those are just a few of the resources available to you. Now that you know where to create content, it’s important to make sure it’s effective in getting your message across. We provided some suggestions to include in your campaigns!

Call to Action- Like every campaign, there should always be a call to action. Without a call to action, there is no reason or incentive for the campaign. The call to action should be clearly defined. A call to action can be anything from a promotional sale, free gift with purchase, or a special offer.

Clear- Is your business having a sale on Small Business Saturday? If so, make sure that your campaign revolves around that sale. The campaign should be clear in answering the questions that your audience may ask such as when is the sale? What does the sale consist of? How long does it run for?

When answering these questions also try condensing the word count. A campaign with too much text can be difficult to read and might not get your message across. To make it more clear use large, bold, and colorful fonts for important information.

Branding- The campaign that you create should match with the branding of your business and relate to your target market. Use your brand colors, logo, and phrases. This will increase brand awareness so when people see it, they associate it with your brand. This will also make it more memorable and unique to the audience.

Advertise Your Business

Advertising your business doesn’t always mean that you have to spend thousands of dollars. Some of the best ways to advertise your business is by becoming more involved in your community and with your customers.

Networking Events- Connecting with people and building relationships can take your business to the next level. Most networking events are free to attend and are a great opportunity to meet new people. If you attend an event, be sure to bring a business card and a brochure about your business.

Blog Posts- Writing a blog post on topics that relate to your business is effective for marketing. Certain words, known as keywords, can increase your websites search engine optimization (SEO). Another way to increase your website's SEO is through back-linking. This means linking blog posts to another page on your site or to another site. If your website doesn't have a blog, you can always write a guest blog post on another site that is industry related.

Giveaway- Hosting a giveaway is a great way to increase brand awareness and get your target market involved. Give away a free product or team up with other businesses to do a major giveaway. In return, have them provide information such as tagging friends, asking them what they would do if they won the giveaway, and/or what they like most about your business?

Listings- Consider registering your business with Google. Having a Google business page will make your business official on the internet. It will also help customers find your business contact information. Along with listing your business on Google, you should list it on other sites like Yelp, Better Business Bureau, and Yellow Pages.


Create a promotion

Make sure that you decide on an offer that works best for your business. Once you have decided on an offer, make the appropriate adjustments in store. For example, when having a sale, make sure the items come up discounted at the register.

Schedule employees

Make sure to schedule the appropriate number of employees for the big day. Things can get hectic so it’s best to be prepared with more helping hands. If you feel like you don’t have enough employees, consider hiring additional workers for the holiday season.

Promote your store and offer

Now that you know where to create content and how to do it, this should be easy! Create content for a flyer, for a post on social media, or to send out in an email. You can also use what you create for in-store displays as well.

Stock up on inventory

With the official start to the holiday season, make sure to stock up on inventory. During the holiday season, it’s better to have more! Besides, if not everything sells after the holidays you can always discount the product afterwards!

Create an inviting environment

This isn’t necessary but it’s helpful in attracting people to your business. Creating a comfortable and fun environment for shoppers will have them feeling more inclined to go into your store and spend.

Order supplies

Not only is it important to stock up on inventory but it’s also important to stock up on other items such as bags, tissue paper, and receipt paper and materials. Running out of these things on a big shopping day can be stressful.


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