In between the two biggest shopping days of the year, Black Friday and Cyber Monday, is another designated shopping day, Small Business Saturday, where shoppers can support local businesses, entrepreneurs, and communities. can. Shopping Day, which American Express launched in 2010 to encourage customers to shop local during the retailer's busiest time of the year, has been moved this year to Nov. 25, 2023.
There are 33.2 million small businesses in the United States, representing 99% of all businesses. In 2022, Small Business Saturday generated an estimated $17.9 billion in sales, based on his 2022 Small Business Saturday Consumer Insights Study commissioned by American Express.
The importance of shopping local goes beyond supporting small businesses. 67% of every dollar spent on small businesses stays in local communities. Small businesses with fewer than 500 employees account for 44% of U.S. economic activity, are more active in their communities, and create two-thirds of net new jobs.
“Small Business Saturday was created to support local businesses, so we invite you to share the story of what makes your business uniquely different from the big chains,” says Creative Marketing Agency. said Tabitha Roubassam, co-founder and COO of Tinning Pros Marketing. She emphasizes the importance of planning effective email marketing campaigns to drive customers to your business. She plans ahead and creates an email campaign to notify her of upcoming sales. She sends a reminder email a week in advance. Then, she sends one final email that day. Masu.”
Break through the noise of Black Friday and Cyber Monday
“There is always a lot of noise between Black Friday and Cyber Monday as almost all brands offer deep discounts. In addition to offering discounts, stand out and serve your customers. Here are some things I do for you: From Small Business Saturday, we offer a personalized gift box with every purchase of $35 or more. We participate in holiday pop-ups and collaborate with other businesses. This year, Mahishi will be one of 50 New York-based manufacturers selling at Make Your Market, a pop-up holiday gift shop in New Rochelle. We also offer additional live chat support during promotional periods. It's important to us that our customers feel as supported virtually as they do in person,” says Mahish, a brand that focuses on ethically made, hand-dyed dresses and handmade gifts. Founder Angelina Handayani says:
Provide one-on-one support
One of the many benefits of owning a small business is the personal interaction you get with your consumers. This type of conversation and dedicated customer service can build long-term customer loyalty.
“Our success as a small business is a direct result of this unwavering commitment to our customers. On Small Business Saturday, we take our ethos a step further by highlighting our unique offering: free virtual 1-on-1 Curl classes. By providing personalized guidance and support after the purchase, we not only build stronger relationships, but also strengthen our commitment to customer satisfaction. This strategy is highly successful. , our 5-star reviews have grown and we now have over 3,000 reviews. This is a testament to how staying true to our ethos delivers tangible results and builds a loyal customer base. We’re proving that it can be cultivated,” says Emily Kennison, founder and inventor of RobeCurls, the original heatless curling headband.
The company is also focused on highlighting customers this week on Small Business Saturday. “We put this spirit into practice by showing our sincere gratitude to our customers. Our strategy focuses on the transformative impact that Curling Headbands has had on our customers' lives, and our strategy is to support their success. We revolve around sharing case studies and customer testimonials. By spotlighting these real-life experiences, we not only strengthen our commitment to customer satisfaction, but also strengthen our company's spirit. “This approach resonated deeply with our community and fostered a sense of loyalty and trust that is invaluable to small businesses like ours,” adds Kenison.
Young people gather on Small Business Saturdays
Young shoppers are drawn to Small Business Saturday, with 72% of Millennials, 69% of Gen Z, 59% of Gen X, and 51% of Baby Boomers planning to shop on this day this year.
Younger generations care as much about what brands stand for and who they are as they do about what brands sell. According to data collected by ActiveCampaign in 2022, 60% of consumers express negative feelings toward retail giants, jumping to 69% among Gen Z and 51% among baby boomers. Additionally, 40% of Gen Z said they prioritize shopping at small businesses for holiday shopping or special occasions, compared to 32% of Millennials who said the same.