Editorial · November 8, 2020
Small Business Saturday: How Shops Can Prepare
Small Business Saturday falls on November 28 this year, the Saturday after Thanksgiving. If you run a shop, that gives you about three weeks to get ready. This guide covers how the date works, what help is free, and a short list of steps you can finish before the day.
How the date works
The day is tied to Thanksgiving. Thanksgiving is the fourth Thursday of November, and in 2020 that is November 26. Small Business Saturday comes two days later, on November 28. The date moves each year, so check the calendar before you plan. Last year it was November 30.
American Express created the day in 2010 in response to small business owners' most pressing need: getting more customers. It has since grown into a year-round Shop Small campaign. In 2019, American Express counted the 10th annual event, so this year's is the 11th.
Why this year is different
Many shops are still working through the COVID-19 pandemic, so the usual holiday plans may not fit. It helps to know what the day has meant in the past. American Express and the National Federation of Independent Business reported that shoppers spent an estimated $19.6 billion at independent retailers and restaurants on Small Business Saturday 2019. American Express put the number of shoppers at an estimated 110 million, up from the year before.
Those figures come from a consumer survey and from the company itself, so treat them as estimates. They still show that many people plan to shop small on this day. That is a good reason to be ready.
Free help you can use
You do not need a big budget to take part. Two sources point to free material.
- The SBA. The agency cosponsors Small Business Saturday each year and keeps a page at sba.gov/saturday. Its 2019 guidance said that page links to free marketing materials and a map to find participating shops.
- American Express. Its 2019 release sends owners and shoppers to ShopSmall.com to learn more and to connect with the Shop Small campaign on social media.
Check both sites this week. Download what fits your shop and skip the rest.
A prep checklist
The SBA published ten tips for the day last November. Most still hold up. Here are the ones that matter most for this year, plus two more from the same list.
- Update your online listings. Check your website, social accounts and review sites. Make sure your hours, address and contact details are right.
- Say what makes you different. A big box store cannot match a unique product, a personal service or a warm space. Tell shoppers what yours is.
- Use social media early. Share your deals and show how you are getting ready. Use the #ShopSmall tag. Ask happy shoppers to snap a photo and tag your shop.
- Team up. Talk to nearby businesses about joint offers. You might also feature a local charity.
- Promote gift cards. Many holiday shoppers buy them for friends and family.
- Plan your hours. The SBA said the day will most likely be your busiest of the year. Longer hours can help sales, if you can staff them safely.
- Plan an event. The SBA suggested a kickoff with food, drinks and small promotional items, or an in-store demo of your products. Keep any gathering small and spaced out this year.
- Join local events. Look at other holiday events in your town and decide how your shop can take part. That can bring repeat customers.
- Brief your staff. Remind the team to greet every shopper and thank them. Thank your staff too.
- Track results. After the day, note what worked and what did not. That shapes next year.
Ideas for this year's conditions
This year calls for a few changes. If your shop has limited indoor space, say so on your website and social pages, and post your hours and any entry rules where customers will see them. If you offer pickup or delivery, explain the steps clearly so no one has to guess.
Think about the SBA's gift card tip, too. A shopper who is not ready to come inside can still buy a card online or by phone and use it later. Ask customers to tell their friends and tag you online with #ShopSmall.
Your quick plan
Start with the basics this week: correct your listings, download free materials and set your hours. Next week, post your plans and talk to neighbors about joint offers. In the final days, brief your staff and stock your counter. Then, on November 28, welcome every shopper and write down what you learn.