Making the Most of Small Business Saturday: A Guide for Business Owners

Small Business Saturday gives local shops a chance to compete with big-box stores during the busy holiday season. But getting ready for the rush takes more than just planning promotions. For example, you’ll need the right staff scheduled at the right times to handle the extra foot traffic and make the most of every sale.

That's why we created this guide. Using insights from successful local retailers, we'll show you exactly how to prep your store and your team. You'll learn the best ways to attract customers, manage your staff efficiently, and turn one-day shoppers into regulars.

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What is Small Business Saturday?

Small Business Saturday started in 2010 as American Express's answer to Black Friday and Cyber Monday. The idea was simple: create a shopping holiday that puts local businesses in the spotlight. By 2011, local officials nationwide began endorsing the event, and when the Senate passed a resolution in support of it, Small Business Saturday became official in all 50 states.

Now it happens every year on the Saturday after Thanksgiving. This year, Small Business Saturday will take place on November 29th.

Unlike Black Friday's doorbusters at big-box stores or Cyber Monday's online deals, Small Business Saturday focuses on supporting local shops and restaurants. The event is all about shopping small to support local economies. American Express reports that 72% of shoppers are more likely to shop at independent retailers during SBS than on a typical Saturday.

The "shop small" movement has grown steadily since 2010, with more communities organizing neighborhood events and local businesses creating joint promotions. For example, many Main Street stores now create shopping passports, organize pop-up markets, and coordinate their marketing campaigns to draw bigger crowds.

Benefits of Small Business Saturday for your small business

Since its launch by American Express, Small Business Saturday has evolved from a simple shopping day into a nationwide celebration of local businesses. Understanding how to tap into this momentum can give your business a boost during the holiday season.

Boost local foot traffic and sales.

Competing with big retailers during the holidays is tough. But Small Business Saturday puts you in the spotlight. These customers aren't just price shopping on their phones, they're walking through your door because they want to support businesses like yours. 

With the right promotions and a warm welcome, you can turn these first-time visitors into the regulars who keep your business thriving all year round.

Strengthen community ties.

Your regular customers already know the friendly faces behind your counter. Small Business Saturday lets you extend that personal connection to even more neighbors. Team up with other local shops, join your neighborhood's festivities, and show first-time visitors why your business makes the community special. 

The relationships you build during this day often turn casual shoppers into loyal customers who recommend you to friends year-round. And more customers helps improve the economic health and well-being of local communities like yours.

Give your small businesses a competitive edge.

Sure, you can't match the massive discounts of big-box stores. But you have something better: genuine personality and unique products that shoppers won't find anywhere else. 

Small Business Saturday is your chance to spotlight what makes your store special. Maybe it's your handpicked inventory, your expert advice, or the way you remember your customers' names. 

These personal touches matter more than ever during the holidays when people are looking for meaningful gifts and memorable shopping experiences with their favorite local businesses.

Drive repeat business for the holiday season.

Small Business Saturday is just the beginning of the holiday shopping season for any local business. When you wow first-time visitors with great service, they'll remember you for the rest of their holiday shopping. 

Get their email addresses, invite them to join your loyalty program, or give them a special offer for their next visit. A customer who discovers you during Small Business Saturday could become your biggest fan by New Year's.

Success on Small Business Saturday isn't just about what you gain that day—it's about building momentum for the entire holiday season and beyond. 

Let's explore some practical ways to make that happen.

10 Small Business Saturday ideas that work

The good news is you don't need a massive budget or tons of marketing expertise to encourage customers to shop local and enjoy all the benefits of participating in Small Business Saturday. We'll walk through specific, proven ideas that other small business owners have used to make Small Business Saturday work for them.

1. Create limited-time, exclusive offers.

Time-sensitive deals work because they give customers a clear reason to shop now rather than later. 

"One of our most effective strategies is providing limited-time discounts only on Small Business Saturday. For example, last year, we offered a 20% discount on all Mac rentals reserved for the day, and we experienced a 35% increase in sales compared to a regular Saturday," says Luca Dal Zotto, co-founder of Rent a Mac.

The key is making these offers genuinely special. Try an early-bird special for the first hour, create one-day-only bundle deals, or experiment with tiered discounts like $10 off $50 and $25 off $100. 

Just avoid discounting items that are always on sale. Focus on your most popular products or create unique bundles that showcase different items in your inventory.

2. Leverage social media and behind-the-scenes content.

Start building buzz a few weeks before Small Business Saturday with behind-the-scenes peeks at your preparations. Use hashtags like #ShopSmall and geo-tag your posts to help local customers find you. 

"Customers love knowing the story behind a business, so sharing behind-the-scenes content, meet-the-owner posts, or customer testimonials can create a deeper emotional connection that drives sales beyond just discounts," says Ryan McDonald, COO of Resell Calendar.

Don't overthink your content. Simple smartphone videos of you unpacking new inventory or preparing displays can perform just as well as a social media post. Consider going live on Instagram or Facebook to show off your store setup, answer customer questions, or show off your popular products. 

The more authentic and personal your content feels, the better it’ll perform.

3. Partner with other local businesses.

Think of your neighboring businesses as allies, not competition. Each store has its own customer base that you might not be reaching yet. 

"We partnered with other local small businesses to create a collaborative event where customers were incentivized to shop at multiple stops. The collaboration expanded our reach to neighboring customer bases and made shopping a better experience for the customers," says Oleksiy Torokhtiy, founder of Torokhtiy Weightlifting.

Start simple with a "Shop Small Passport" program. The way it works is customers get stamps for visiting participating stores and earn rewards for filling their card. Or team up on special offers, like pairing a boutique's scarf with a café's hot chocolate. 

Cross-promote on social media, share each other's flyers, and watch how quickly word spreads about your collective Small Business Saturday activities.

4. Host an in-store or virtual event.

Turn your store into a destination, not just a shop. 

"One of our most successful strategies was creating an interactive product demonstration area where customers could try products before buying. This increased conversion rates by 25%," says Kunal Madan, founder of Amarra. 

Even simple demos or a local musician playing in the corner can make your store feel more inviting and give people a reason to linger.

Can't fit everyone in your store? Go hybrid. Stream your busiest moments on Instagram Live, host virtual shopping sessions for online customers, or create quick demo videos to share on social media. 

Remember to promote any in-store specials to your online audience too, because they might decide it's worth stopping by in person.

5. Offer “pay it forward” incentives.

Shopping local already helps the community, but you can double that impact with charitable partnerships. 

"For every chip repair done that day, we donate a portion of the fee to a local food bank to help families in need. Customers appreciate knowing their quick fix is making a difference, and they're more likely to get it done right away instead of putting it off," says David Loo, operations manager at Xpro Auto Glass.

Try running a "buy one, give one" promotion or donate a percentage of your sales to a neighborhood cause. Pick something that matters to your community, whether it's supporting the local food bank, helping the animal shelter, or funding school supplies. 

And when customers know their purchase helps their neighbors, they're more likely to spend a little extra.

6. Turn Small Business Saturday into a customer appreciation event.

Your regular customers are your biggest supporters all year long, so make this day special for them too. 

"Even something as simple as a personalized thank-you note or a surprise discount at checkout can make a huge impact. The goal isn't just to sell for one day, but to build relationships that lead to long-term customer loyalty," Ryan adds.

Give your loyal customers VIP treatment with early access hours, exclusive gifts, or members-only deals. Set up a coffee station, hand out small treats, or create a fun photo spot in your store. 

These touches don't have to be expensive. They just need to show customers you value their support.

7. Create a "FOMO-inducing" shopping experience.

Give people a reason to show up early and stay longer. 

"Plan an exclusive in-store event or product launch that customers can't resist. Limited-time offers or unique experiences tap into the 'fear of missing out,' driving foot traffic and sales," says Adrien Kallel, CEO of Remote People.

Mix up your promotions throughout the day to keep things exciting. Try flash sales that last just an hour, mystery discount envelopes at checkout, or special items you're only selling on Small Business Saturday. 

When customers know they can't get these deals any other time, they're more likely to make a decision on the spot.

8. Use your customer database for personalized offers.

Your existing customer list is gold, so use it wisely. 

"Send personalized recommendations based on previous purchases, and offer special VIP hours for your most loyal customers," Kunal adds. For example, look at what your regulars bought last year and suggest similar items or complementary products they might like.

A week before Small Business Saturday, reach out to your email list with exclusive previews or early-bird specials. Double loyalty points for the day, send birthday month customers an extra discount, or create a VIP hour just for repeat shoppers. 

The more personal you make it, the more likely they'll stop by.

9. Offer free services or add-ons.

Sometimes the smallest perks make the biggest impression. 

"What we have done with our Small Business Saturday promotions that have worked is offering free key copies for a few hours. It was a small giveaway, but it brought in a steady flow of people throughout the day. Most were homeowners who had been meaning to get a spare key made but kept putting it off," says Eli Itzhaki, owner of Keyzoo.

Think about quick, useful add-ons you can offer: free gift wrapping during the holidays, a hot chocolate station on a cold day, or sample-size versions of your bestsellers. These extras might seem small to you, but they give customers another reason to choose your store over the competition.

10. Encourage customer engagement with contests and giveaways.

Get your customers excited about sharing their Small Business Saturday experience. 

"One thing that's worked well for us is running a 'Support Local, Win Big' campaign. We encourage customers to tag us in a photo or video showing how they support small businesses and enter them into a giveaway. This creates a ripple effect, increasing visibility not only for us but also for other local businesses," says Callum Gracie, founder of Otto Media.

Keep it simple and fun. Maybe offer a raffle where every purchase equals an entry, or instant-win scratch cards at checkout. Ask shoppers to share their haul on social media with your store's hashtag, or create a photo spot where they can snap pictures with their purchases. 

The more they share, the more potential customers see your store in action.

Remember, you don't need to implement every idea—pick two or three that fit your business style and budget, then focus on executing them well. The key is making your Small Business Saturday memorable for customers while keeping it manageable for you and your team.

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Make this year’s Small Business Saturday your best yet

You've got time to plan, but don't wait too long. Start by choosing your promotions and mapping out your marketing calendar. Then focus on getting your team ready. They’ll be the ones who bring your Small Business Saturday plans to life. Consider using Homebase to schedule the right number of staff and keep everyone coordinated during this busy day.