More sales. More customers. That’s what the Saturday after Thanksgiving—or Small Business Saturday (SBS)—is all about. In 2024, SBS falls on November 30th. It’s a fantastic opportunity for small business owners like you to get your cash register ringing and kickstart the upcoming holiday season.
Since its launch in 2010, SBS has generated more than $200 billion in consumer spending, including $17.9 billion in 2022 alone. Although we don’t yet have actual expenditures for 2023’s SBS or a projection for spending in 2024, we do know that retailers expect overall 2024 holiday spending to reach record heights, with each person spending an estimated $902 on holiday goodies, from gifts to food and candy to decorations and greeting cards.
That spending can be a lifeline for small businesses, but you need a solid game plan to make sure your business gets its share. Here are five ways to market your business and make this year’s Small Business Saturday your best yet.
1. Create exclusive Small Business Saturday promotions or bundles
Bundled deals and special promotions can get consumers opening their wallets on Small Business … [+]
You’ve probably seen it yourself—nothing gets customers excited like an exclusive deal. Limited-time offers create a sense of urgency, and bundling your products or services together can make your customers feel like they’re getting something special. Whether you’re running a brick-and-mortar shop or selling online, structure your promotions around what your customers already love to get them ready to buy.
For example, a boutique or clothing store could consider creating a “Shop Small” bundle—maybe a free scarf with every coat purchase or a discount on a curated collection. Customers love deals, and making them time-sensitive—available only on SBS—gives them that extra push to stop by or shop online.
An online subscription service provider might offer a special annual subscription with two free months for customers who sign up on SBS. A café or bakery could bundle popular items, like a coffee and pastry combo, or offer a discount on gift cards for future visits. Gift cards drive immediate sales and encourage customers to return, creating a lasting connection with your business.
The key here is to make buyers feel like the deal won’t happen again.
Ashley Smith, founder of Batana Babe, launched a “Visit Honduras from Home” campaign on SBS, bundling her 100% pure Batana Oil with traditional Honduran goods sourced directly from local artisans. “The campaign saw a significant 35% boost in sales during Small Business Saturday,” Smith says. “Customers loved the exclusive bundles because they offered something unique and meaningful—they weren’t just buying a product; they were experiencing a piece of Honduran culture.” Creating exclusive bundles that tie into your brand story gives customers a compelling reason to shop.
2. Use local hashtags and geo-targeting on social media
Use hashtags and geotargeting to reach consumers at the right time and in the right place on Small … [+]
Social media is where people go to find out what’s happening around them—and that’s precisely where you need to be. Whether your business is online or in-store, using local hashtags and geo-targeted ads lets you reach the customers closest to you right when they’re looking for reasons to support small businesses. The trick is to make your offers personal and timely.
Eric Koenig, founder of the eco-friendly greeting card company Twigs Paper, used a blend of geo-targeting and local hashtags to drive sales on Small Business Saturday. “We ran geo-targeted ads on Facebook and Instagram and combined them with local hashtags like #ShopSmall and #EcoFriendlyProducts,” he says. “By tapping into local interests and our brand’s focus on sustainability, we saw a 22% increase in sales.” Eric’s strategy reached local customers and an audience that cared about his brand’s values, creating an emotional connection that translated into in-store and online purchases.
This approach can be just as practical for other businesses. A home decor or furniture shop might post eye-catching images of best-selling pieces and use local hashtags like #ShopSmall or #YourTownName to attract nearby customers. Tapping into local pride creates a personal connection between your products and your community.
A restaurant or food truck could use geo-targeted ads to offer a limited-time deal for Small Business Saturday. This way, your offer will pop up when people plan what to eat. An ecommerce store can also geo-target by promoting products that highlight local artisans or region-specific items. This approach drives traffic from customers who care about supporting local businesses.
By creating content that resonates with local pride and using geo-targeting to zero in on nearby customers, you can make sure the right people see your offer at the right time.
3. Partner with other small businesses for Small Business Saturday cross-promotions
Partner with other businesses on Small Business Saturday to double, triple, or even quadruple your … [+]
You don’t have to go it alone. Joining forces with other small businesses is one of the best ways to target new customers, expand your reach, and create a sense of community around your brand. The beauty of cross-promotions is that they benefit everyone involved—customers get a better deal, and partnering businesses get more visibility.
Take a florist and a chocolatier, for example. Flowers and chocolates are a classic gift combination. By teaming up, both businesses—and customers—can win. The florist could offer a special bouquet-and-chocolates bundle, giving customers who purchase flowers a discount on or free premium chocolates from the chocolatier. In return, the chocolatier could give their customers a voucher for a discount on flower arrangements when they purchase a box of chocolates. This pairing makes giving the perfect gift even easier. It drives business to both stores and creates a seamless shopping experience for customers looking to treat their loved ones.
Another great partnership could be between a florist and a local spa. The florist could offer a deal where customers who purchase a large bouquet receive a significant discount on spa services. The spa could give its clients a voucher for a discounted floral arrangement when they book a treatment. This partnership caters to customers looking to relax and treat themselves or loved ones who want a full pampering experience.
An online wellness brand could create a similar partnership by offering a joint promotion with a local tea company. Maybe customers who sign up for a yoga class get a discount on tea, or tea drinkers get a free month of yoga classes. Cross-promotion can be as simple as supporting another brand whose vibe matches yours.
Ross Plumer, founder of the web design company RJP Design, felt the power of cross-promotions during SBS. “We saw a 30% increase in sales from collaborating with other local businesses,” he says. “Customers loved that it wasn’t just a discount—it was a way to support multiple businesses at once. Our offers created a sense of community, which is really what Small Business Saturday is about.” Give your customers a reason to feel good about shopping with you and make that reason irresistible.
4. Host an in-store or virtual event on Small Business Saturday to build engagement
Consumers crave experiences. Why not sell them one—but only on Small Business Saturday?
If one thing gets people off their couches and into your store (or onto your website), it’s a special event. Whether you host an in-store demo, a holiday-themed event, or a live virtual session, giving customers a reason to connect with your brand on a deeper level can turn casual shoppers into loyal customers.
For example, a bookstore could host an in-store author signing or a virtual Q&A session on SBS, offering exclusive discounts for attendees. Streaming an event online allows you to reach customers who can’t attend in person, expanding your reach.
An online fitness brand might offer a free virtual class or a workshop available only on SBS to introduce new customers to its offerings. A craft store could hold a holiday-themed workshop where customers create their own gifts or decorations, turning a shopping trip into an experience.
Events like these give customers a reason to return, whether for future purchases or simply because they enjoyed their time with you.
Dylan Cleppe, founder of the one-stop-shop digital agency OneStop Northwest, learned that the right event can boost engagement and sales on SBS. “We partnered with a local artisan for a workshop, and it led to a 30% increase in foot traffic,” he said. “People weren’t just coming to shop—they came for the experience. And once they were here, they bought more than they planned.” Whether in-store or virtual, events offer a chance to connect with your customers and create lasting relationships.
5. Use targeted email and SMS campaigns to ring in more Small Business Saturday sales
Combine email and SMS marketing to lead up to and drive sales on Small Business Saturday.
Email and SMS campaigns are yet more secret weapons for Small Business Saturday. But instead of waiting until the day of, start building excitement early. By sending teasers and reminders in the weeks leading up to SBS, you’ll keep your business on customers’ radars and create a sense of urgency that drives them to act.
For example, a clothing store could send a teaser email two weeks before SBS, hinting at exclusive deals available only for that day. A week before, follow up with a sneak peek of your top items and encourage customers to sign up for early access. On the morning of SBS, send an SMS reminder with a limited-time promotion, such as a flash sale for the first few hours. This strategy builds excitement and puts your business top-of-mind when it matters most.
An ecommerce retailer could use the same approach, running a countdown campaign that begins two weeks out. Tease some of your best deals through email, then send SMS reminders to create urgency as SBS gets closer. The day before, send a well-timed SMS to remind customers that their deals are almost here. And on the day itself? A last-minute SMS could push them to purchase before the deals disappear.
Phil Portman, founder of Textdrip, an SMS marketing platform, doubled sales with an effective SMS campaign. “The countdowns and reminders built excitement, and by the time SBS came around, people were ready to buy,” he says. “It wasn’t just about the last-minute reminders—it was about creating that urgency early on so they couldn’t wait to act.” A strategic mix of email and SMS campaigns builds anticipation and keeps your business at the forefront of your customers’ minds.
What’s next? Get ready for Small Business Saturday success!
Counting up the spoils after a successful Small Business Saturday.
Small Business Saturday is a unique opportunity to connect with customers and give them reasons to shop small. By creating exclusive promotions, using social media, partnering with other small businesses, hosting engaging events, and sending targeted campaigns, you can increase sales and build lasting relationships with your customers.
Start planning now. Think outside the box. Be creative! Small Business Saturday is your chance to stand out and ring in the sales, so make it count.
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