There is no doubt that as November approaches, retailers certainly have Black Friday and Cyber Monday top of mind. With that being said, they should also not forget about Small Business Saturday.
American Express formed Small Business Saturday three years ago to create exposure for small businesses within the United States. The Small Business Saturday campaign asks consumers to support their local small businesses on the day after Black Friday, which is November 24th. Last year, more than one hundred million people came together to participate in shopping at small businesses within their communities.
The best part of the Small Business Saturday campaign is that it provides small businesses with free and local advertising. To participate, merchants simply need to visit American Express’s dedicated website to download free marketing materials, which include email templates, online banners and personalized signage. Furthermore, qualifying merchants can receive free geo-targeted online advertising that drives traffic to either their website or Facebook Page. It is also important to note that the Small Business Saturday website even includes pre-written social media posts, to help businesses and consumers spread the word.
However, since Small Business Saturday falls during the busiest shopping season of the year, participating merchants should definitely take a little time to plan ahead. For example, merchants should consider creating an exclusive promotion for November 24 that will attract consumers into their businesses or onto their websites. Once that has been accomplished, merchants should focus on promoting their special through multiple channels, such as on their website, on their social profiles and within their email marketing campaigns.