6 Tips to Celebrate Small Business Saturday in Today’s World

If you’re a small business retailer, you’re probably approaching the holiday season with a mixture of excitement—finally, in-person holiday cheer!—and hesitation—will your loyal clientele return to in-person shopping?

The great news is that small retailers may have an advantage in attracting consumers, who say they have a higher comfort level with boutiques than malls. Ideally that will make Small Business Saturday, which this year falls on Nov. 27, 2021, a popular way for them to tackle their list. Shopping small is important to consumers, with a report from PwC finding that shoppers will be staying closer to home, and 56% expect to spend more with local and independent stores.

And they are ready to buy: Consulting firm Deloitte predicts holiday sales will rise 7 to 9%. Get ready to share in that holiday green with these tips for hosting a safe Small Business Saturday that the community will enjoy.

1. Emphasize health and safety measures.

Your first objective is to make shoppers feel comfortable heading your way. That means having protocols in place that encourage (or require) masking and social distancing among your visitors. Use every channel at your disposal to communicate your policies to customers, including social media posts, email marketing messages and signage that’s displayed on your front door and within the shop.

Offer ample wipes and sanitizer to reinforce your commitment and ask team members to make a point to wipe down high-touch areas in view of customers so they know you’re taking their health seriously.

Providing contactless payments adds one more layer of safety, and as a bonus can often be faster and more convenient for your guests. Consider offering special appointment times that shoppers can choose so they are assured fewer fellow customers and more attention. You’ll convert more browsers to buyers and keep them from worrying about the crowds and mayhem that usually infiltrate a traditional Black Friday sale.

2. Educate staff on customer service best practices.

When consumers shop in-store, they expect a personal touch they can’t get through eCommerce so take that value proposition seriously and provide a short training session to your team before Small Business Saturday.

First, encourage them to greet every customer to establish this rapport the minute they arrive. Then make sure staff are equipped to understand the merchandise, such as locally-produced artisan items that might have a story behind them, and offer fashion and gift advice so they can upsell and cross-sell in an organic way. Customers want to spend less time in stores, yet go home with the perfect gift, so it’s a way to foster loyalty in addition to making the sale.

Remember also that increased in-store assistance means shoppers don’t have to linger, which can make them feel more comfortable, and anecdotally has been found to reduce theft.

3. Develop robust online promotional support.

Just because you have a storefront doesn’t mean you can ignore digital media; with fewer people meandering the streets you might have to bring the foot traffic to you, rather than relying on them to notice your signage, no matter how prominent.

Use your website and social media platforms to funnel more customers to your store and keep them engaged by sharing special shopping hours, event details and inventory updates.

Creating an online gift catalog allows customers to browse from home for discovery and inspiration. It can serve as a “wish list” that will bring them to your door for that ideal gift.

4. Focus on value and excitement, rather than discounts.

With the widespread attention that’s been given to supply chain disruption, many customers aren’t anticipating the blowout deals they enjoyed in the past which means you likely can avoid discounting aggressively.

Yet as a small business that offers more locally sourced fare, you also may have avoided those shortages so tout your inventory as one of the benefits of shopping with you on Small Business Saturday. If you also have an eCommerce channel, create FOMO (fear of missing out) by having a selection of in-store-only buys to bring them in.

Showcase unique, one-of-a-kind goods visitors can’t find elsewhere, and stock items at a variety of price points to fit every budget. Include an assortment of stocking stuffer and Secret Santa gifts, along with suggestions for what to give that perennial “hard to buy for” person, such as a coworker, teacher or brother-in-law.

Emphasize your service so local neighbors will know you’re the place to go to be able to cross one more task off that list.

5. Join with other nearby merchants.

There’s joy in numbers, and a great way to beckon shoppers to make Small Business Saturday a success is to create a destination vibe by working together with others in your area. With 85% of shoppers telling PwC that local producers and stores are important to them, just spread the word and your prospects will be eager to visit.  

Now’s the time to reach out to your neighbors and gauge their level of interest and participation. Give the event some extra festive glitter by offering music or other entertainment and individually packaged treats; fortunately you'll be sharing the costs.

Help boost foot traffic for your whole block by offer discounts for making purchases at partner stores and holding a raffle shoppers can enter by receiving stamps from visiting a certain number of merchants.

Of course, take the time to cross-promote on each other’s social media and in bag stuffers, signs and other communication.

6. Partner with a charity.

Remind your neighbors that shopping small helps everyone: Small businesses donate 250% more than larger businesses to local nonprofits and community causes, according to SCORE, a non-profit organization that mentors small businesses.

Donate a percentage of sales for that day or even the entire season to a cause that’s meaningful to you and your clients or fits well with your offerings – for example, donating money or supplies to a school if you’re a children’s store or helping spruce up a women’s shelter if you offer home décor.

Make sure to promote the success of your campaign and your donation in a tasteful way by thanking your clients and staff for helping make a positive difference.

Go Big for Small Business Saturday 2021

As you look ahead to your upcoming retail calendar, deal with any overwhelming feelings by vowing to take care of yourself, your staff and your customers this year. Participating in Small Business Saturday is the perfect introduction to your season as you remember what’s fantastic about your community and neighbors. Looking for more retail tips? You’re in luck, because “We Have Ideas.” Just visit the link for more.