Amid the flurry of holiday celebrations, promotions, parties and events, keeping up with everything can feel overwhelming. But there’s one more event worth making room for: Small Business Saturday on November 30th.
If you’re unfamiliar, this annual shopping event was started by American Express after the 2008 recession, and takes place on the Saturday after Thanksgiving (between Black Friday and Cyber Monday). The aim is to support small local businesses during the most popular and highest spending season of the year.
Instead of only giving to global chains or online giants, the idea is to stimulate the local economy and give back to your community by encouraging consumers to shop at independent stores, boutiques and neighborhood businesses.
But this annual event isn’t limited to handcrafts, clothing or goods. Restaurants, bars, coffee shops and other dining establishments can also participate. Here are 5 ways local restaurants can get in on the holiday spirit and encourage patrons to eat and drink local this holiday season.
How To Take Advantage of Small Business Saturday
Offer Discounts
Who doesn’t love a sale? Local restaurants and bars can draw in customers by offering a discount on the total bill, or offer a promo on their most popular products or services.
“As the owner of The Great Greek Charleston, we participate in Small Business Saturday by offering exclusive discounts on our catering services,” owner Haiko de Poel writes in an email.
“We’ve found that highlighting our high-quality, healthy options during local events boosts foot traffic and online inquiries. Participating in Small Business Saturday allows us to connect with the community and strengthen our brand presence.”
They’ve seen this method work in previous years, as well. “In 2022, we saw a 15% increase in catering bookings following the event,” de Poel continues. “Our experience shows that engaging with the local community on this day improves customer loyalty and expands our reach.”
But your participation doesn’t have to be limited to that one Saturday. Offer a discount on gift cards towards future dining to maintain the momentum all season long.
Take a page out of New York’s iconic deli Russ And Daughters’ playbook. The team are running a gift card promo at all of their locations and online, Emily Cintron, Director of Communications and Change for the brand, explains in an email. When you buy a $125 gift card, you get an extra bonus $25 gift card for free. It works in increments, so if you buy a $250 gift card, you get a $50 bonus, and so forth.
Get Featured On American Express’s Shop Small® Map
This map allows customers to view who will be participating in Small Business Saturday, and will (hopefully!) drive customers to your business. In order to get featured on the AMEX Shop Small® Map, your business will need to follow a small series of steps, such as creating a merchant profile and confirming your eligibility. Head to their resource center to get your business set up.
Washington D.C. wine bar and French restaurant Amélie will be offering a 5% discount for customers who use their American Express that day. “Amélie’s discount is only for American Express cardholders as Amex is donating 1% of purchases to the U.S. Chamber of Commerce to help small businesses affected by Hurricanes Helene and Milton,” writes co-founder Samie Didda in an email. “As a small business owner, I really believe in supporting each other, especially when times get tough. This felt like a great way to be part of something meaningful while giving our customers a little extra benefit.”
Host A Community Event
There’s a wide variety of ways you can get the community involved. Create a “meet the chef” experience, host a cooking demonstration or ask local artists to display their artwork for purchase.
Chef William Eick from Matsu, the only restaurant in San Diego that features Japanese wines, is creating a special and traditional Omakase tasting experience in honor of the event.
“This Small Business Saturday, our goal is to serve our community by sharing international flavors in a local setting,” writes Eick in an email. “We’re excited to open our doors for Oceanside locals to explore our sake and wine list, with the option to purchase bottles to take home.”
“Our Sake Sommelier, Kim Roxas, will be on hand to recommend perfect pairings for the holiday season, ensuring guests leave with something memorable to share at their holiday tables,” he continues. “Additionally, guests can pre-order cases of sake or wine for their holiday gatherings, making Matsu a part of their celebrations.”
Collaborate With Other Restaurants
Consider arranging a promotional swap. Collaborate with neighboring businesses for a unique pop-up or tasting experience. Team up with a local bakery for a special dessert feature, or partner with a nearby bar to craft custom cocktails for the day. This not only showcases other local talents but also fosters community support.
You can even create a totally exclusive Small Business Saturday menu. Whether prix-fixe or à la carte, this menu can be a one-day special. However, if a whole menu feels impractical, try offering bite-sized tasting samples from your most popular products, or trying out new specials you’re developing to see how customers respond. Win-win!
Promote, Promote, Promote
Make sure to get the word out about discounts, events, offerings and all the holiday cheer through social media and local business associations. Let your patrons know how they can participate in your restaurant’s community event, for example, or about all the various deals you’re offering. Do they need to make a reservation in advance? Will you be offering a special tasting? Are you hosting a raffle, or giving away gift cards? Social media is a great way to get this information to your guests.
You can also leverage social media by creating engaging behind-the-scenes restaurant content, such as demonstrating how to make a dish, or telling the inspirational story of how your small business got its start. Don’t forget to use the hashtag #SmallBusinessSaturday to expand your reach and ensure patrons can find you.
It’s also beneficial to connect with your local business association. Many associations offer promotional support, resources and collaborative opportunities specifically for small businesses on this day. Reach out to see if they’re organizing special events, advertising campaigns or joint promotions you can be part of.
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