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Get Ready for Small Business Saturday with Tips + Downloadable Graphics

Posted By RCI, Monday, November 11, 2024
Updated: Friday, December 13, 2024

Small Business Saturday can be a sweet opportunity for retail confectioners to attract more customers, boost holiday sales, and connect with your local community. Launched by American Express in 2010, this event encourages shoppers to support local stores on the Saturday after Thanksgiving. With over 60% of shoppers taking part and $23 billion spent in recent years, it’s a day every small business should make the most of. Here’s how candy shops can do just that:

Offer Special Treats and Bundles

Create limited-time specials just for Small Business Saturday. You could offer holiday-themed treats, “buy-one-get-one” deals, free samples with purchase or exclusive gift bundles. Special promotions like these make the day exciting and help attract both new and returning customers who love getting unique, seasonal treats.

Emphasize Local and Handmade

Small candy shops have something big-box stores don’t: locally made, handcrafted sweets. Promote your shop’s personal touch and unique offerings both in-store and online. People love knowing they’re supporting a local business, and studies show that many customers are more likely to buy when they feel a connection to the business, especially with food and treats.

Above is a preview of RCI’s member-exclusive collection of graphics for small businesses. RCI Members: Click here to login and download graphics from RCI’s member site. Not an RCI member? Click here to learn how RCI can help you build your sweet business.

Build Hype with Social Media and Email

Social media is a great tool to build excitement for the day. Share “behind-the-scenes” posts on Instagram showing how your candy is made or give previews of special treats. Engage your followers with sneak peeks, announcements, and even live updates. An email reminder to your customers with a discount or early access to treats can also bring them into the shop. RCI Members: Click here to login and download a collection of five social media graphics to help promote your small business on Small Business Saturday or any day of the year!

Partner with Other Local Businesses

Collaborating with like-minded businesses in your community can help bring in even more shoppers. For example, you could offer discounts for customers who visit another local store, or set up a joint event to encourage people to shop around. Cross-promotions help customers support several businesses in one outing and boost your store’s exposure.

Start a Loyalty Program

Small Business Saturday is a great time to introduce a rewards program. You could offer deals like “buy four, get one free” on small items or a discount card for future visits. Research shows that loyalty programs increase how often people shop, helping you keep customers well past the holiday season.

Participating in Small Business Saturday not only boosts sales, but it also lets you create connections and remind shoppers why local businesses are the heart of the community. Embrace the day, share your passion for confections, and enjoy the support of those who value what you do.

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Tags: Downloads Free Graphics Marketing Small Business Saturday Social Media

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Tip #282: Collaborate to Get More Customers

Posted By RCI, Tuesday, November 6, 2018
Updated: Monday, April 27, 2020

So, it’s November. That means Christmas is right around the corner, and so is another holiday that may or may not be on your radar. Small Business Saturday is scheduled for November 24 this year. Unlike Black Friday and Cyber Monday, which are largely dominated by big box stores, this is a day to celebrate small business and encourage holiday shoppers to visit the brick and mortar businesses that serve their local community.

One of the greatest strengths of the Small Business Saturday movement is the way it brings communities together. Not only does it help small businesses attract consumers in their local communities, but it sparks opportunities for those businesses to work together toward that common goal. This week’s tip serves up actionable strategies for collaborating with fellow businesses in your community.

Cross-Promote Special Offers and Events

When a favorite local business or a neighboring business is promoting a sale or special event, offer to help promote it. This could be in the form of a shout out on social media, placing their sales flyer in your customers’ bags or promoting their special offer or event at the bottom of your eblast as part of a “what’s happening in our community” section. Sure, you could do it purely out of the goodness in your heart, but chances are the right partner is going to return the favor.

Not only will this practice create great relationships with fellow small businesses (not to mention, champions for your business), but it will also give your brand awareness legs…long, lanky monster legs. By expanding your reach through partnering businesses, you will have the capability to reach consumers you may not have ever had the chance to reach on your own.

Team Up on Traditional Advertising

For many small businesses, advertising through traditional channels like print, radio and tv may seem wildly out of reach, but have you ever considered splitting the cost between like-minded businesses in your community? As an example, a group of retailers from the small Canadian town of Almonte, near Ottawa, shared the common goal of attracting more consumers to their small town. By teaming up they were able to stretch their resources and purchase an ad in a regional magazine, valued at $1,000, for only $80 a month. “We don’t necessarily get our own ad, but it’s for Almonte,” said Emily Arbour, the owner of Cheerfully Made Goods. “If the town’s busy, then we all benefit.” Read more about their story, featured on Shopify.com.

Although Small Business Saturday may be a great way to get the ball rolling, don’t let your collaborations end after November 24. Use the event as an opportunity to experiment with different partners and find out what works well for all parties involved. If you find a partnership that works, begin to brainstorm ways to collaborate throughout the year.

Bonus: Who Should I Collaborate With?

If you’re asking yourself “what other businesses should I be collaborating with?” Read Reach Local’s blog post for some ideas on where to look for the right match for your business. Also, if you haven’t done so already, apply to be a Small Business Saturday “Neighborhood Champion” and get connected with other local champions participating in the movement. Click here for more information about how to get involved.

RCI's Tip of the Week blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Review past blog posts for quick and actionable tips to apply to your business. Look for the "Subscribe now" box on the right to enter your email address and start receiving weekly tips, like this, delivered straight to your email inbox.

Not a member? Click here to learn how RCI can help you build your sweet business.

Tags: Advertising Collaborate Community Cross-Promotion Get More Customers Marketing Small Business Saturday

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Tip #244: Stand Out on Small Business Saturday

Posted By RCI, Tuesday, November 7, 2017
Updated: Monday, April 27, 2020

Photo source:American Express

Start preparing now for Small Business Saturday on November 25, 2017. Unlike Black Friday and Cyber Monday, which are typically held at the big box stores, this is a day to celebrate small business and encourage holiday shoppers to visit the brick and mortar businesses that serve their local community. According to American Express, 112 million shoppers spent a reported $15.4 billion at their local small businesses on Small Business Saturday in 2016.

Tips for a Successful Small Business Saturday

Create a Special Offer

Use this day as an opportunity to reach not only your current customers, but gain some new ones. Create a special offer that involves a discount for one-day only or free samples with purchase. Make your customers feel special by going above and beyond, enticing them to keep coming back throughout the holiday season. While you want customers to visit your brick and mortar store don’t forget your e-commerce customers. Create a special offer that could be redeemed online as well.

Use the Tools Provided by American Express

Since 2010, American Express has offered free marketing materials to businesses promoting the holiday. The Shop Small® Studio offers tools and templates for small businesses to create customizable marketing materials for their retail shop, website and social media sites in less than two minutes. Visit americanexpress.com/ShopSmall to find event ideas, inspiration and signage templates available to help small businesses spread the word at no cost.

Get Social

Use all aspects of social media to engage consumers, but make it about more than just a special offer. Think of creative ways to engage with customers and friends the week leading up to Small Business Saturday. Offer a special discount for liking the Facebook page, a drawing if the store reaches a certain number of likes, or unique specials to those that check in while shopping at your store. Use Instagram to post new products or specials throughout the week. Tweet store discounts, new products and special store hours for the day.

Make it a Party

Customers will want to be a part of your Small Business Saturday event if you make it like a party. One idea is to create a countdown in your store leading up to November 25th. Offer small incentives to get customers in the door on the day of the event. Having samples, coupons and a party atmosphere will really get people excited to be a part of this shopping day.

Involve Entire Community

Involving your community is a great way for local businesses to promote each other, driving traffic to multiple stores. Many communities are taking advantage of Small Business Saturday by having their own community-wide promotion or special marketing efforts surrounding this day. Contact your CVB or Chamber of Commerce to see if your city/town has any shop local, shop small efforts to promote this day.

Make your business stand out in your community by preparing for Small Business Saturday now.

Stay connected with RCI through Facebook for more tips and inspiration dedicated to the retail candy maker. Not a member? Click here to learn how RCI can help you build your sweet business.

Tags: Holidays Marketing Owning a Business small business Small Business Saturday