Small Business Saturday Tips: 9 Ways to Boost Sales
Small Business Saturday tips help you capture the $22 billion in holiday spending that shoppers direct toward local businesses each year. The nine strategies below, from email marketing to customer rewards programs, are designed to increase your foot traffic, boost sales and build lasting customer relationships during this critical shopping weekend.
9 tips for making small business saturday a resounding success
Small business owners estimate that nearly 20% of their yearly revenue comes from Small Business Saturday sales.² This makes sense considering AT&T’s 2025 Business Holiday Shopping Survey showed 77% of consumers would complete their holiday purchases with small businesses.³ The opportunity is massive.
But success requires preparation. Before you plan your next marketing campaign or stock your bestsellers, make sure you have the financial foundation to handle increased demand.
What is small business saturday?
American Express created Small Business Saturday in 2010 to support small businesses struggling after the Great Recession. The program has since gained official support from the U.S. Senate and the U.S. Small Business Administration.
Small Business Saturday always falls on the Saturday after Thanksgiving, sitting between Black Friday and Cyber Monday. This timing puts it at the heart of the holiday shopping season when consumer spending reaches its annual peak.
Support for small businesses is critical as business owners face ongoing challenges. Inflation remains the top concern for small businesses, while revenue worries have hit their highest level since 2021⁴. Yet 79% of small businesses say this holiday season is important for their overall profit, up from 70% last year.⁵
Get free marketing materials before you start
Any small business can access free, customizable marketing materials for Small Business Saturday. These include flyers, posters, email templates and social media graphics.
American Express offers additional free promotional materials, such as signs, window decals and branded items, to boost visibility. If you accept American Express cards, you can also get listed on the Shop Small Map so local shoppers can find your participating business.
Visit the Shop Small resources center to download these materials early. Having professional marketing assets ready saves time and money while ensuring consistent branding across all your promotions.
Update your digital presence first
Before launching any campaigns, audit your online information. Check your website, social media accounts and review sites to ensure that details about your location, hours, contact information and services are up to date.
This step matters more for reaching younger shoppers. Gen Z and millennials rely heavily on online discovery when deciding where to shop. Search results often favor national retailers, so your digital presence needs to work harder to get noticed.
Update your Google My Business profile, social media bios and website with holiday hours and special offers. Make it easy for customers to find accurate information about your business.
9 Proven small business saturday strategies
1. Market yourself as a small business
Small Business Saturday celebrates local businesses and their role in the economy. Lean into this identity rather than competing like a big retailer.
Younger buyers especially crave authentic experiences. For 52% of Gen Z, who planned to spend more at small businesses last year,⁶ "shopping small" is a compelling reason to visit your store.
Highlight your team on social media. Share the story of how and why you started your business. Show customers the people and passion behind your products.
2. Create special offers that match customer needs
Many businesses release special promotions to draw new customers on Small Business Saturday. Start by thinking about your target audience and what appeals to them.
If knitted scarves are your holiday bestseller, don't just discount them. Create an offer that speaks to gift-giving, like "stock up on thoughtful gifts for friends and family."
Consider value-adds beyond discounts. Free holiday snacks for shoppers, live music, custom gift-wrapping or small business samples can create memorable experiences that bring people through your doors.
3. Email your existing customers
Email marketing returns $42 for every dollar spent.⁷ Use this channel to reach customers already engaged with your business.
Start sending targeted emails in the weeks before Small Business Saturday. Highlight your special offers and any new products or services that might interest your audience.
If you don't collect customer emails yet, now is the time to start. Having direct access to your customers' inboxes is one of the most effective ways to drive repeat business.
4. Use social media to reach new customers
While email works best for existing customers, social media helps you connect with potential new ones. Focus on quality content over quantity since other local businesses will also be posting about Small Business Saturday.
Use hashtags like #smallbusinesssaturday, #shopsmall, and #shoplocal to get posts in front of the right audiences. Create content that highlights what makes your brand compelling, not just your highest-margin products.
Remember that 43% of Gen Z use social media to discover gifts, compared to 30% of all shoppers.⁸ They also research and compare items on social platforms before buying.
5. Make your store an experience
Give customers a reason to remember their visit to your Small Business Saturday. Use decorations, lighting and displays to create a festive atmosphere that stands out from everyday shopping trips.
Update your space with holiday decorations or small improvements that brighten the environment. The goal is to make shopping with you feel special and memorable.
Stock up on your most popular items before the day arrives. Running out of bestsellers halfway through Small Business Saturday costs you sales and disappointed customers.
6. Promote gift cards at checkout
Many holiday shoppers buy gift cards for friends and family. For small businesses, gift cards drive future store visits and help customers discover your products.
Place colorful gift cards near your register so customers who have a good experience can easily share it with others. This simple step can extend your impact on Small Business Saturday for months.
7. Set up a customer rewards system
A rewards program increases customer retention while collecting contact information for future marketing. The Saturday after Thanksgiving brings heavy foot traffic, perfect for building your customer database.
If you already have a rewards system, use it to send Small Business Saturday promotions to past customers. This direct line of communication can bring former customers back to your store.
Use the holiday traffic to sign up new members. Offer 5-10% off their next order or small gift cards for joining your program. The contact information you collect becomes valuable for year-round marketing.
8. Partner with other local businesses
Team up with nearby businesses to reach new audiences and build your local network. If you sell wine, partner with the brewery down the street for cross-store discounts. Bookstores can work with coffee shops to create cozy experiences for customers.
These partnerships show customers that you're connected to the local business community. This builds stronger customer loyalty since Small Business Saturday celebrates community connections.
Cross-promotion also helps all participating businesses reach wider audiences without major marketing costs.
9. Extend hours and strengthen your online presence
Small Business Saturday is one of the biggest shopping days for local businesses. Review your past performance to estimate customer traffic and consider staying open an extra hour or two.
Don't forget your digital storefront. Over 55% of Gen Z's holiday shopping comes through online and in-store shopping combined⁹. Make sure your website works smoothly for customers who want to browse online before visiting or buy online for in-store pickup.
Your website and social profiles are often the first things potential customers see when deciding whether to visit. Keep them up to date and easy to use.
Why this matters more than ever
The data shows growing support for small businesses. As of 2025, thirty-five percent of Americans are spending less at major retailers, while 23% are spending more at small businesses compared to last year¹⁰.
More importantly, every dollar spent at a small business keeps 68 cents in the local community.¹¹ This local economic impact resonates with consumers who want their purchases to support their neighborhoods.
Gen Z and millennials are driving this trend, though they're also shopping with tighter budgets and using more cost-saving strategies. Your Small Business Saturday approach needs to offer real value while showcasing what makes you unique.
Small business saturday marketing checklist
Use this checklist in the weeks leading up to Small Business Saturday:
Four weeks before:
- Download free marketing materials from the Shop Small resources center
- Update Google My Business profile with holiday hours
- Review and update website, social media bios and review site listings
Two weeks before:
- Plan your Small Business Saturday special offers and promotions
- Create an email list and draft email campaigns highlighting your offers
- Design or plan social media content using #shopsmall and #shoplocal hashtags
One week before:
- Send the first email to existing customers about your Small Business Saturday plans
- Start posting on social media with countdown content
- Confirm inventory levels on bestselling items
- Train staff on Small Business Saturday promotions and customer experience goals
Small Business Saturday:
- Monitor email opens and social media engagement
- Track foot traffic and sales throughout the day
- Collect customer emails and sign-ups for rewards programs
- Engage with customers about your story and community partnerships
One week after:
- Send a thank-you email to customers who shopped with you
- Post thank-you message on social media to customers and partner businesses
- Analyze what worked and what didn't for next year's planning
- Follow up with customers who didn't complete purchases online
Get financial support for Small Business Saturday
Starting your Small Business Saturday planning early is critical. The increased traffic most small businesses receive on this day creates opportunity, but only if you're ready for it.
A solid marketing plan helps you stand out while building stronger connections in your local community. You'll introduce yourself to new customers while creating better experiences for existing ones.
Before jumping into campaigns and inventory decisions, make sure you have the financial foundation to handle increased demand. This might mean securing funding for extra inventory to stock bestsellers, expanding your space or upgrading your payment processing systems to handle higher transaction volume.
The right preparation turns Small Business Saturday from a busy day into a profitable one that sets up your business for long-term success.
If you need help with the financial tools to make the most of this holiday opportunity, from inventory funding to merchant services, reach out to one of our local bankers. Associated Bank can help set you up for Small Business Saturday success and beyond.
Key takeaways
- Update your Google My Business profile and website hours before Small Business Saturday to help local shoppers find you online
- Email marketing returns $42 for every dollar spent, making it your most efficient way to reach existing customers with special offers
- Gen Z and millennials discover 43% of gifts through social media, so use #shopsmall and #shoplocal hashtags to reach younger buyers
- Gift cards and rewards programs collect customer contact information while extending your Small Business Saturday impact into future months
- Partner with other local businesses to share marketing costs and introduce customers to your community network
Small Business Saturday Frequently Asked Questions
When is Small Business Saturday 2026?
Small Business Saturday falls on Saturday, November 28, in 2026. It's always the Saturday after Thanksgiving, positioned between Black Friday and Cyber Monday during the peak holiday shopping season.
How much money do customers actually spend on Small Business Saturday?
Consumer spending on Small Business Saturday jumped from $17 billion in 2023 to $22 billion in 2024. Small business owners estimate that nearly 20% of their annual revenue comes from Small Business Saturday sales, with shoppers planning to spend 41% of their holiday shopping at small businesses this year.
What's the best type of promotion for Small Business Saturday?
The best promotions match your target customer's needs and go beyond simple discounts. Consider value-adds such as gift wrapping, live music, customer samples or themed bundles that emphasize the gift-giving aspect. Email campaigns highlighting these offers return $42 for every dollar spent, making them especially effective.
Should I extend my store hours on Small Business Saturday?
Yes. Most small businesses see significantly higher foot traffic on Small Business Saturday. Review your past performance to estimate how much busier you'll be, then consider staying open an extra hour or two. Make sure your staff is prepared, and your inventory is fully stocked.
How do I reach younger shoppers on Small Business Saturday?
Gen Z and millennials discover 43% of gifts through social media and rely heavily on online discovery when choosing where to shop. Use hashtags like #shopsmall and #shoplocal, post content that highlights your story and team, and make sure your website and Google My Business profile are fully updated with accurate hours and services.
Should I use email or social media to promote my Small Business Saturday offers?
Use both, but for different audiences. Email is most effective for existing customers; send targeted emails in the weeks leading up to the event. Social media is more effective at reaching new potential customers. Focus on quality content that highlights what makes your brand unique, not just price discounts.
Sources
1. https://altline.sobanco.com/small-business-saturday-statistics/
2. https://www.sba.gov/article/2025/11/25/sba-encourages-americans-shop-small-small-business-saturdayr-november-29th
3. https://about.att.com/story/2025/small-business-saturday.html
4. https://www.metlife.com/business-and-brokers/small-business/sbi/inflation-2025/
5. https://www.uschamber.com/small-business/keep-it-local-the-power-of-shopping-small-this-season
6. https://www.uschamber.com/small-business/everything-you-need-to-know-about-small-business-saturday
7. https://financialpost.com/personal-finance/business-essentials/email-marketing-has-potential-roi-of-42-for-every-dollar-spent
8. https://www.pwc.com/us/en/industries/consumer-markets/library/gen-z-consumer-trends.html
9. https://www.jpmorgan.com/insights/payments/trends-innovation/holiday-shopping-trends-2025
10. https://www.nerdwallet.com/business/studies/2025-small-business-month-study
11. https://www.americanexpress.com/en-us/benefits/shop-small/
