For major retailers, there’s Black Friday. But for small business owners, Small Business Saturday (the Saturday after Thanksgiving) is where the action is. Here are tips on developing your marketing plan to make the most of this holiday spending opportunity.
What is Small Business Saturday?
Small Business Saturday is one of the so-called Cyber-5, referring to the amount of online shopping done in the 5 days following Thanksgiving.
Originally developed by American Express, Small Business Saturday is now a nationwide celebration of the cornerstone of the U.S. economy, the small business. According to the Small Business Administration, small businesses employ about 47% of US workers.
American Express continues to champion the event (and offers a free marketing toolkit) but you don’t have to accept Amex to take advantage of the sales opportunity.

7 Ways to Market Your Business for Small Business Saturday
Now that you know what Small Business Saturday is, here are 7 ideas for promoting your company for Small Business Saturday.
1. Use Social Media to Promote Your Small Business
Online is where it’s at. (It’s where you are now, right?) In fact, 70% of Americans have some sort of social media presence. That includes Facebook, TikTok, Instagram, X, LinkedIn, Snapchat and Pinterest. Connecting with each audience depends on your target market, both age and gender.
You can use social media both by building a following and by using paid media on each social network. Create a profile and build a following through consistent posting and an online presence. You’ll also want to join and participate in local groups to build awareness.
Here are some ideas on how to build your presence.
- Create a schedule for your planned posts, using themes to get started, like #ThrowbackThursday, #FunFriday, etc.
- Start or join conversations in community groups in your area
- Have an online contest (e.g., share for a chance to win X)
- Keep your customers in the loop with store updates
- Post helpful information rather than always selling
- Promote special or limited-time offerings
To build momentum, utilize sponsored posts or paid advertisements. Make sure to set geographic and demographic targets to only reach people who are your target market.
2. Build and Use Email Database
Businesses that have an email database have an advantage. Even if you don’t have customers walking into your store, you can keep in touch by emailing customers directly.
If you don’t have an email database, you can start creating one.
Work with your web manager to add ActiveCampaign or MailChimp to your web site. Both tools have pop-up features to capture email.
Offer a free informational download or a coupon in exchange for getting the customer’s email address. Then follow up on a regular basis with information that your customers may find useful.
3. Offer Shopping Services and Shopping Lists
Many consumers shop online these days. That leaves smaller businesses on the sidelines unless you have a full website with inventory.
What about shopping for your customer? Create a simple order form through Google Docs and add it to your Facebook page or website. Once you’ve completed the order, you can message your customer for them to pick up via curb-side service. Often, it’s the personal touch that makes a difference for small businesses.
Consumers are also looking for help with their shopping. Create shopping lists for different interests, hobbies or age groups to help generate ideas for gift-giving.
4. Connect with Community Newspapers and Social Pages
Make a list of local online and paper publications that promote your neighborhood. Find out what they are doing to promote Small Business Saturday and jump on board.
Join Facebook groups and NextDoor pages related to the area that you serve, joining as both your business and as an individual. Monitor the pages and offer helpful tips. Someone looking for an item you buy? Pop in the comments section. Make sure to support others, and don’t just push products all the time.
5. Partner with a Charity
Customers love knowing where their money’s going, especially if it’s for a good cause.
Partner with a charity group that means something to you. Offer a percentage of sales to them, based on selling a specific item. Have the charity group promote the program to their social media followers.
For example: A new bakery knows that a dog rescue group is based in their neighborhood. They work with the rescue group to promote “Charity Macaron of the Month.” Every sale of the special confection goes to the dog rescue. The bakery gets new word-of-mouth customers and new business, and the charity helps to promote the offer!
6. Offer Deals
Most consumers comparison shop online. You’ll likely need to differentiate your offers or be prepared to provide discounts if you sell items that can be found at major retailers.
7. Tell Your Story to Customers and Prospects
Consumers buy from businesses that offer them a connection or a unique experience. Tell your story on social media to build interest. Why do you own a hardware store? Why do you offer handmade wood-carvings? Why do you only source local honey? Facts tell… stories sell.
Small Business Saturday Offers for Service Businesses
Offer a service rather than a consumer product? You can still get involved in Small Business Saturday.
Say, for example, you own an automotive repair shop. Offer an oil change subscription service that can be gifted to a car owner.
Or maybe you own an accounting firm. Promote other local businesses that are also clients.
Or perhaps you have a salon. Offer pre-paid services at a discount for new customers.
The options are really only limited by your imagination!