What is Small Business Saturday?
Born from an American Express campaign in 2010, Small Business Saturday is now part of a national initiative supporting small businesses and strengthening the local economy between Black Friday and Cyber Monday. The event is now co-sponsored by the U.S. Small Business Administration (SBA). and has grown into a movement that has driven over $201 million in local spending since its inception.
American Express reports that last year, U.S. shoppers spent an estimated $22 billion at independent retailers and restaurants — a clear sign that local shopping still matters.
Turn those numbers into opportunities for your business before your end-of-the-year business review. We’ve created some Small Business Saturday marketing ideas to help you drive sales through the holiday season and beyond.
Get the word out early
Your Small Business Saturday event deserves the same energy as your biggest marketing campaign — even simple touches like new signage or updated marketing materials can help your brand stand out.
1. Create holiday emails for your customers
Your email list is a direct line to people who already value your business. Build momentum for them to shop small with a simple sequence:
- Two weeks ahead: Share your Small Business Saturday plans.
- One week before: Highlight what makes your business unique.
- Day before: Remind people about hours and special offerings.
You can build on this sequence by including limited-time offers, early shopping hours or a new product drop. Highlight what makes your business unique — a new holiday menu, a seasonal product line or special weekend service.
Include clear links to your website or social channels and encourage readers to forward your note to friends.
Try this: Free or low-cost tools like Mailchimp or Shopify Email make it easy to design polished campaigns without extra staff or budget.
2. Share your story with local media
You don’t need national coverage to get noticed. A quick pitch to your local newspaper, community blog or neighborhood newsletter can help spread the word.
Local media outlets want local business stories. Highlight what makes your Small Business Saturday plans and business unique — a special event, collaboration or seasonal collection — and include great photos if you can. A small local feature can go a long way toward building awareness and credibility.
3. Update your business’s information
Before the rush hits, double-check that your business details are accurate wherever holiday shoppers and diners might find you.
- Refresh your Google Business Profile with holiday hours, new photos and promotions.
- Review your return and exchange policies to make them clear and customer-friendly.
- Pin key posts on social media with your latest deals and contact info.
- Check that your website loads quickly on mobile — most shoppers discover local businesses from their phones.
Keeping your information current makes it easy for customers to find and trust you — and shows you’ve planned for the holiday shopping season.
Bring the buzz online
Today’s consumers discover new brands on their phones long before they step into a store. Use your digital channels to build excitement, highlight your products and invite customers to shop however they prefer — online, in person or both.
4. Post with purpose on social media
Share authentic social media posts that highlight what makes your business unique — whether that’s your team, your products or your customers. These behind-the-scenes moments help attract new customers and remind regulars why they love shopping with you. Use local hashtags like #ShopSmall or #ShopLocal[CityName] to reach nearby shoppers.
Free scheduling tools or AI caption generators can help you post consistently and keep your messaging on brand — without spending hours online.
Entrepreneurs who stay consistent with their social presence often see engagement carry over into real-world sales, especially around community-driven events like Small Business Saturday.
Try this: Authentic beats perfect. In 2025, quick phone videos or candid photos often feel more personal — and perform better — than slick, polished content.
5. Boost your reach with targeted social ads
Even a small ad budget can go far when it’s focused. Try boosting a top-performing post or running a simple Facebook or Instagram ad targeted to your ZIP code. Keep the message short — highlight your best offer, product or event and link directly to your website or store hours.
6. Run a quick contest or giveaway
Encourage engagement without overspending. Create a contest that gets people excited before Small Business Saturday begins. Restaurants or cafés can offer a free drink or dessert; retailers might give a small gift card or bundle.
Ask followers to tag a friend, share a favorite product or post a photo from your store for a chance to win a small prize or gift card. The extra buzz helps your brand reach new audiences while rewarding loyal customers.
7. Create omnichannel experiences
Make it easy for customers to move between online and in-store shopping.
- Use QR codes to link diners to your online menu or shoppers to your ecommerce site.
- Offer curbside pickup or quick online ordering for local shoppers.
- Use digital gift cards or wish lists to make gifting simple.
A smooth, connected experience keeps customers shopping with you — however they choose to buy.
Team up with other local businesses
Small Business Saturday works best when local businesses support one another. This works just as well for service-based businesses — think salons partnering with boutiques, or bakeries teaming up with nearby coffee shops for joint promotions.
Partnering with neighbors helps everyone attract more foot traffic, share audiences and celebrate what makes your community unique. Check with your local Chamber of Commerce or Main Street association — many organize a shared community event or provide free signage and promotional materials to encourage local shopping.
8. Build community partnerships
Join forces with nearby retailers, service providers or artists to create a shared experience. Team up for joint promotions, bundle complementary products or share each other’s posts on social media. These partnerships establish relationships that transform supporters into customers (and customers into advocates).
Try this: Collaboration doesn’t have to be complicated — even a simple “shop with my neighbor” sign or social tag can double your exposure.
9. Partner with local food and drink spots
Team up with local food businesses to add flavor to your event—and an opportunity for cross-promotion. A café, brewery, food truck or local bakery can go hand-in-hand with great shopping. Offer coffee samples in your store, share coupons for each other’s customers or host a joint tasting event.
It’s a low-cost way to bring more people in the door — and it makes the shopping experience feel festive and community-driven.
10. Create a community holiday stroll
Work with nearby businesses to organize a small holiday walk or “shopping crawl.” Keep it simple — a few shops offering treats, special discounts or a map or flyer to show where customers can easily visit multiple stops in one trip.
For a larger display, you can string lights between shops, set up warming stations with hot chocolate and cider, and fill the sidewalks with live music to create a buzz and draw crowds. The goal? Give people a reason to say, “Oh, we have to go there – it’s a tradition!”
