It is always a good time to patronize the small businesses in your community. But, as every entrepreneur knows, a promotional boost every once in a while goes a long way, especially during the holiday season, which can make or break a small business’ earnings. And yet, big brands take up most of the space, spending huge sums of money on slick ads and flashy promotions.
That’s why Small Business Saturday is a welcome boon for the small business community. Created in 2010 by American Express in partnership with the National Trust for Historical Preservation, it established the Saturday after Thanksgiving as a day for holiday shoppers to visit small, brick-and-mortar businesses in their local communities. In the years since then, Small Business Saturday has been embraced by public officials, business associations, nonprofit trade groups, and of course, small business owners all over the country.
Some people consider Small Business Saturday an “artificial” holiday created for PR purposes, but the impact of such publicity for businesses whose marketing budgets can’t compete with large retailers is huge. According to the Small Business Saturday Consumer Insights Survey, an estimated 108 million consumers reported shopping at independently-owned businesses on November 25, 2017. This translated into roughly $12 billion in reported spending.
This year, Small Business Saturday falls on November 24. Start preparing now. Organizations and individuals that support small businesses can become “Neighborhood Champions” and spread the word around their communities. American Express also provides a wide range of marketing materials for any small business who wishes to participate. Finally, the SBA offers some tips and ideas to plan, prepare, and make the most of Small Business Saturday and the entire holiday season. If nothing else, you can join the social media conversation at #SmallBizSat to help bring some visibility to your organization’s work and the businesses you support.
For Spanish-speaking business owners and communities, American Express also has Spanish-language marketing materials available.