The parade of days is about to get started. Thursday is Thanksgiving Day, Friday is Black Friday, Saturday is Small Business Saturday, Sunday is Travel Home Day, Monday is Cyber Monday and Tuesday will be Giving Tuesday. For small business operators nationwide, it’s clearly one of the most critical weeks of the year, followed by the balance of the holiday shopping season. If you are a savvy business owner, there is still time to make things work in your favor according to the Michigan chapter of the National Federation of Independent Business.
The Michigan team at NFIB says, “The morning after Thanksgiving may be the traditional start of the holiday shopping season, but more and more shoppers are bypassing the malls to find unique gifts—and support their friends and neighbors—on Small Business Saturday.”
Amanda Fisher is Assistant State Director for the Michigan office of the NFIB. She says, “If you’re a local merchant, you can’t afford to skip Small Business Saturday.”
Last year, shoppers spent $15.4 billion at locally-owned stores and restaurants on Small Business Saturday, according to a survey by NFIB and American Express. The number of shoppers who shopped small on Small Business Saturday was up 13-percent from 2015 according to the survey.
Fisher contends that it’s not too late for small businesses to come up with a plan for Small Business Saturday, offering up several suggestions, including:
- Remind shoppers that you sell merchandise they can’t find anyplace else. Sixty-one percent of shoppers say they shop at small businesses to find “unique products,” according to NFIB.
- Showcase the merchandise that would make a great gift. Fisher says, “Your customers will be looking for presents for themselves as well as for their friends and family,” adding, “You might want to put a group of items on a table with a sign saying it would be the perfect gift for Dad or a great gift for the grandparents.” Restaurants can do the same thing by offering Small Business Saturday specials and promoting gift cards.
- Steal a page from the Black Friday playbook by offering “doorbusters.” Fisher points out, “The chains know a great way to drive shoppers to their stores is by offering special deals at different times of the day,” and adds, “There’s no reason a small business can’t do the same thing.”
- Stay on top of your social media. Fisher reminds you, “If you’re on Facebook or Twitter or Instagram or Pinterest, be sure to post often and promote any Small Business Saturday deals.” She notes, “You should also consider spending a few bucks to promote your posts. That way, people will be more likely to see them.” Use the hashtags #ShopSmall and #SmallBizSaturday so shoppers can find you easily.
Fisher concludes, “Small Business Saturday is an opportunity for shopkeepers to really shine.” Additionally, she notes, “This Saturday will afford them the chance to win customers who will continue to support them throughout the year.”
