Small Business Saturday: How Local Businesses Can Win Big This Holiday Season

Written By Rob Peters

Small Business Saturday isn’t just another shopping day—it’s a movement. A nationwide spotlight on the entrepreneurs, creators, family-owned shops, and community builders who form the backbone of America’s economy. As someone who has spent more than 35 years in small business—and as the author of The Small Business CEO’s Playbook—I’ve seen firsthand how this single day can jumpstart holiday sales, strengthen customer loyalty, and even spark long-term business growth.

But success on Small Business Saturday doesn’t happen by accident. It takes planning, strategy, and a compelling customer experience.

Below are practical tips, tools, and resources to help you boost sales, increase visibility, and create memorable interactions that convert shoppers into long-term supporters.

Why Small Business Saturday Matters

Small Business Saturday, founded by American Express in 2010, encourages customers to “Shop Small” and support local businesses during Thanksgiving weekend. Last year, U.S. shoppers spent an estimated $17.9 billion at small businesses on this day alone—proving customers WANT to support you when given the opportunity.

This day is your moment to shine.

Smart Strategies to Maximize Your Small Business Saturday

1. Create a Holiday-Ready Customer Experience

This is the season when people want fun, warmth, and a dash of holiday magic.
Make sure your storefront—physical or digital—reflects it.

✔ Decorate early

Even simple additions—lights, signage, seasonal music—elevate your customer experience.

✔ Offer a “Small Business Saturday Exclusive”

Examples:

  • Buy One, Get a Holiday Bonus Gift

  • Free Gift Wrapping

  • Limited-edition items

  • Event-day “mystery discounts”

✔ Extend hours if possible

Shoppers are out and about all weekend—meet them where they are.

2. Promote Your Special Offers Early & Everywhere

Your customers can’t shop with you if they don’t know what you’re offering.

Use these channels:

  • Facebook, Instagram, LinkedIn

  • Google My Business (critical for local traffic)

  • Email newsletter

  • Local community groups & chambers of commerce

  • In-store signage

FREE Social Media Tools for Easy Content Creation:

3. Partner With Other Local Businesses

Collaboration multiplies your reach.

Ideas include:

  • Joint promotions (“Shop at both stores & save 10%”)

  • Shared social media posts or giveaways

  • Hosting a Small Business Saturday block event

  • Cross-selling holiday gift bundles

4. Update Your Website & Online Listings

Shoppers are researching BEFORE they visit you.

Check these items:

  • Update holiday hours

  • Post Small Business Saturday promotions

  • Make sure your online checkout works

  • Add fresh photos

  • Ensure your site is mobile-friendly

Local SEO Resources:

5. Prepare Your Staff & Systems

Even a small team needs clarity before the rush.

Cover:

  • Special promotions & scripts

  • Upsell opportunities

  • Customer service expectations

  • Backup plans for long lines or online issues

  • Gift card procedures

A confident team equals confident customers.

6. Collect Customer Info for Future Marketing

Small Business Saturday shouldn’t be a one-day win—it should be the START of a long-term relationship.

Ways to capture data:

  • Email sign-ups

  • QR codes at checkout

  • Social media contests

  • “Spin-to-win” mini game for discounts

  • Receipt-based incentives

Once you have their info, follow up with a holiday drip campaign.

7. Tell Your Story

Your story is your superpower—and what differentiates you from big-box competitors.

Share:

  • Why you started

  • What you believe in

  • How customers’ support impacts your family and your team

Authenticity sells.

Small Business Saturday Resources

Here are trusted, entrepreneur-friendly resources to help you prepare:

American Express Shop Small Resources

Templates, posters, customizable graphics
➡ https://www.americanexpress.com/us/small-business/shop-small/

U.S. Small Business Administration (SBA)

Holiday readiness guides, marketing tools
➡ https://www.sba.gov

Local Chambers of Commerce

Most chambers offer:

  • Community directories

  • Networking events

  • Promotional opportunities
    Check your local chamber website for Small Business Saturday events.

Available for Media Interviews

As a seasoned entrepreneur, business strategist, and speaker, I am available for:

✔ Local TV & radio appearances
✔ Podcast interviews
✔ Newspaper & online features
✔ Expert commentary on Small Business Saturday, entrepreneurship, and leadership

Media inquiries: rob4smallbiz@gmail.com

Final Thoughts

Small Business Saturday is more than a day—it’s an opportunity. With the right preparation, your business can not only increase sales but strengthen relationships and build momentum that lasts well beyond the holiday season.

Don’t wait. Start preparing now.
Your future customers are already searching for you.

#SmallBusinessSaturday #ShopSmall #SmallBizLove #SupportLocal #EntrepreneurLife #SmallBusinessTips #HolidayMarketing #SmallBusinessOwner #BlackFridayDeals #SmallBusinessCEOsPlaybook #RobPetersDiFazio #LocalBusiness #ShopLocalMA #BusinessGrowth #BuyLocal #SmallBizStrong

Rob Peters
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