By MAE ANDERSON
NEW YORK (AP) – Small Business Saturday – the Saturday after Thanksgiving – is happening. But that doesn’t always mean big sales for small businesses. There are a few things that small business owners should keep in mind when marketing themselves big holiday shopping weekend.
American Express launched a marketing promotion called “Small Business Saturday” 15 years ago. It has been co-sponsored by the Small Business Administration since 2011. The idea was to promote smaller stores over the big box chains like Walmart and Best Buy that typically get the lion’s share of business on Black Friday, the Friday after Thanksgiving, that is typically the biggest shopping day of the year.
So how can small businesses capitalize on the Saturday – and the rest of the weekend? First, store owners need to make sure they have a strong line of communication with customers. Broadcast offers via customer email lists and social media to attract shoppers to the store.
Create your own marketing campaign – or use free marketing assets offered by American Express that are specific to different industries, including food, beauty and retail. This includes posters and suggested social media posts.
Collaborate with other local businesses. Many communities offer a map of local retailers for customers on Small Business Saturday – make sure you’re on it.
Finally, stock up. If you’re running a promotion, make sure you have enough inventory to deliver on the promotion so customers aren’t turned away empty-handed.
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