It’s not surprising that Austin, Texas residents are familiar with Lammes Candies, which has been around for over a hundred years.
This small business, founded in 1885, has become a well-known Austin establishment renowned for their Texas pecan pralines – a southern delicacy. They further embed themselves in the local community by only sourcing the pecans used in the pralines from within Texas, evoking a sense of state pride among their customers.
And now, Lammes is going global. Upon branching out to five physical stores in the city, Lammes similarly generated an online outlet which dispatches treats all over the world, pleasing candy-lovers regardless of country borders.
Small business is the backbone of local economies.
They generate employment opportunities, stimulate local creativity, and ensure that the people living in the surrounding areas can remain content and successful. In addition, small businesses contribute to the distinctive character and lively atmosphere of a community. The citizens of the community are given the opportunity to connect with one another in a shared experience in their own locale. In this way, their story, their presence is intertwined with the iconography of the area, just as Lammes Candies has been for the past 130 years.
But 2020 mixed some cards to many small businesses. Because of mandatory lockdowns, a lot of people have gone into 2021 without much money and have been thoroughly thrown off by the trial and error of customers. Around one fifth of minor retail stores are now relying on their performance over the 2020 holiday season for their continued existence.
Small Business Saturday is just as crucial as Black Friday and Cyber Monday/Cyber Week when it comes to scoring great deals during the holiday season.
In this piece, we are going to discuss how to make the most of this situation — even with a limited personnel or minimal funds.
What is Small Business Saturday?
Every year, Americans come together to show solidarity with smaller businesses by participating in Small Business Saturday (SBS). This is an occasion dedicated to encouraging consumers to enter their local shops and purchase from smaller companies in their community.
It’s located in a perfect spot during the busiest shopping period of the year, between Black Friday and Cyber Monday, to take advantage of it. This has increased its fame and resulted in an ongoing increase over time.
It was reported by Business Wire that the total amount spent by the American public at independent stores and local eateries on Small Business Saturday in 2019 was greater than nineteen billion six hundred million dollars.
Small Business Saturday encourages people to do their holiday shopping with local small companies instead of giant shops or on Amazon. It is mostly meant to be an uplifting celebration. This annual service gives customers the ability to “shop locally” throughout the year. 95% of buyers express that Small Business Saturday incites them to provide assistance to small business proprietors and other local residents regularly.
How Small Business Saturday Got Started
American Express began Small Business Saturday in 2010 to honor and assist local stores and tiny online merchants.
Small business is the backbone of local economies.
They generate employment opportunities, promote local advancement and keep the neighboring areas prosperous and content. In addition to that, small businesses foster a particular kind of environment characterized by liveliness and distinct qualities that define a locality. Members of the community are provided with a place to connect with their location and experience things together. This way, each of them becomes an integral part of the characterization of a community, similar to how Lammes has been for the last 130 years.
But 2020 mixed some cards to many small businesses. Because of required quarantines, a lot of people are heading into the new year without money and with a lack of understanding of their customers. Approximately one fifth of small business owners are relying on the 2020 holiday season in order to carry their enterprise going forward.
The holiday season includes some important dates for excellent sales such as Black Friday and Cyber Monday/Cyber Week, but it’s equally as important to add Small Business Saturday to the calendar.
Why Small Business Saturday Matters
Small businesses form an indispensable part of the U.S. economy as they bring on board more than 47.1% of the nation’s workers. And make positive contributions to the towns and cities in which they carry out their activities.
However, 2020 has been tough for the small guys. Around two-thirds of small-to-medium businesses in the U.S. report that they must have customers spending as they did before the pandemic started in order to remain open by the conclusion of 2020.
This makes Small Business Saturday utterly important. Instead of shopping with big-box retailers or buying on Amazon, choose to do your holiday shopping with local businesses to help reinvest into the community.
The attempts of Small Business Saturday to bring awareness to the advantages of shopping in the local area are proving fruitful. Half of households are aiming to purchase more from local companies over the holidays. The majority of people (57%) would prefer to store their money with retailers that stepped up to help both employees and customers when the crisis struck — this includes small businesses from all across the US, from New York to Honolulu, which are oftentimes the heroes of their respective communities.
Despite the difficult beginnings, the close of 2020 could turn out to be a huge chance to increase income for businesses involved – not just those with a physical presence. Approximately two-thirds of shoppers anticipate that their virtual shopping expenditures are going to increase this year.
3 Predictions for Small Business Saturday in 2020
This past year brought a variety of outcomes for stores – there was a decrease in in-person visits, but there was an increase in online purchases. Certain product groups experienced a decrease in spending, but others are showing an increase of more than 10 percent. We anticipate Small Business Saturday this year to be extraordinary as well. Yet, in a positive way.
Increase in website traffic.
This year, main streets are expected to be significantly less crowded than normal as a consequence of continued restrictions to stay at home. Sales for ecommerce have skyrocketed to an all-time high of 40% between the months of November and December. Many holiday shoppers are planning to do more online shopping instead of going to stores in order to protect their own safety.
More sales.
Approximately 70% of customers have no intentions of decreasing their spending during the major holiday discounts this year. People are excited to take advantage of the added government aid by buying presents and enjoying some well-deserved indulgences.
Mixing this with a solid aim of customers wanting to back up local and non-affiliated businesses, a great deal of the saved money can remain local.
New customers.
This year two factors are playing to small business owner’s advantage:
- Disrupted global supply chains, making first-choice products unavailable.
- Increased social responsibility among consumers.
Encouraging shoppers to think about other brands, particularly ones that mesh with their morals, is something each one does. Black-owned businesses have seen major support this year. Major corporations whose activities have been questioned publicly are being strongly rejected by consumers.
At the same time, the holiday season is the time when most customers are prepared to listen to sales offers and new bargains. Research conducted by Facebook indicates that nearly two-thirds of those doing their Christmas shopping are more likely to experiment with unfamiliar brands and items compared to the other months of the year.
This implies that your small business has a strong probability of obtaining new clients on Small Business Saturday. As long as you come prepared!
How to Have a Successful Small Business Saturday
When making a decision about which tactics to use, think about what resources you can access, if a concept will help boost sales or strengthen customer devotion, and if it will expand the visibility of your brand. Here are some strategies for making the most of Small Business Saturday at your business.
Participate in Small Business Saturday Events
It is essential for a successful Small Business Saturday to begin by determining if any other local merchant associations or small firms have already scheduled activities. These occurrences may engender heightened focus on smaller enterprises such as yours that are taking part.
Begin by consulting your area business association, Chamber of Commerce, and Local First business to determine if they have imminent initiatives for the day. If you don’t have a relationship with a local business alliance, Chamber of Commerce, or Local First in your city, do a search on Google. Add the name of your city or county along with the terms, “business alliance,” “Chamber of Commerce,” or “Local First” and see if they have any upcoming events or announcements regarding Small Business Saturday.
In addition to consulting the aforementioned entities, inquire of other small proprietors if they plan to implement any unique measures in observance of Small Business Saturday. If no one else is organizing an event, it may be necessary to take on the responsibility.
Host Your Own Event
You can take the initiative and put on an event even if no one else is planning to do so or if other parties are already doing so. You can begin by talking to other small business proprietors and debating how to attract consideration to this significant celebration in your area.
For instance, you can make up a route map for Small Business Saturday that motivates individuals to explore throughout the day, kicking off by eating with discounts at a close-by diner, subsequently perusing stores on the main street, next getting a buy-one-get-one-free offer on coffee at a nearby café, and at last ending the day with cut-rate tickets at an autonomous movie theater.
One alternative option is to install a collapsible table in front of a local commerce center. This table would be stocked with free supplies to promote Small Business Saturday, as well as leaflets that list involved stores.
If you are in charge of setting up an event, take all necessary steps to guarantee that any customers or personnel present are secure. Carrying out this action not only demonstrates responsibility but it could possibly result in heightened sales as customers will feel more at ease when visiting your store or attending your functions.
Alert Customers via Flyers and Posters
It is essential that you alert your usual customers beforehand that you plan to honor the event. Place posters on the window of your store and offer flyers in an obvious area inside your shop to let both current consumers and passersby know about the holiday.
You have the choice of printing and completing the convenient brochures provided by American Express or you can use a free program, such as Canva, to create your own. You can also have flyers made or printed at a nearby design store.
Advertise on Social Media
Publicizing Small Business Saturday on online networking locales is similarly as significant as advancing it in the actual store. Posting several times a week in advance of Small Business Saturday can keep everyone apprised of regional events that are taking place and how they can be a part of it.
Share and promote other social media content concerning Small Business Saturday to spread the news to patrons in your area. Also, include hashtags such as #SmallBusinessSaturday and #ShopSmall to become a part of the wider Shop Small group.
Plan the Deals You’ll Offer
Think about what kinds of promotions you would like to give, if any, to pull customers to your store in addition to planning a local activity for Small Business Saturday. Restaurants could create a unique selection of dishes, with reduced prices on popular items. Giving out free items or services at a low cost could be a great way to attract customers during the holiday season as well as providing discounts like buy-one-get-one-free and 15% off.
As an example, if you are running a computer repair store you could make available the installment of free antivirus software to customers in the course of that week. You may wish to give out $5 vouchers to customers who buy more than $35 worth of items, as an incentive for them to come back after the holiday season has ended.
After deciding on the special offer, the final stage is to promote it and all the other services to potential customers.
Small Business Saturday Marketing Tips From Business Consultants
In order to promote your business for Small Business Saturday, take advantage of the advice given by experts in marketing, consulting, and running a company. Utilize the strategies that these professionals recommend in order to be creative in your marketing efforts.
Promote a bundle contest via Facebook Ads.
Martha Krejci, an experienced business coach, suggests that small companies who offer merchandise should assemble a package containing their most popular items to be sold and given away as prizes on Small Business Saturday. She suggested to business owners to focus intently on who their customers are — to think from the perspective of their customers.
Before the special occasion arrives, she suggests that shop proprietors promote their bundle packages and draw through Facebook promotions to a nearby group.
Send marketing emails in the weeks prior to the holiday.
Stacy Caprio, the operator of Accelerated Growth Marketing, insists that amping up excitement before the launch of your campaign is critical. She suggests generating anticipation by sending out complimentary emails in the run-up to the big day. She recommends that small business owners begin by sending an email three weeks prior to the holiday, followed by one or two each week up until the last promotion.
Offer an exclusive deal.
Kelli Wefenstette, the executive director at Six Corners Association, has suggested that businesses must prepare something exceptional and unique during Small Business Saturday. As an example, she has referred to her own yoga studio that presents customers an exclusive membership chance only on that day thus promoting the sales.
Add value in personalized ways.
With every purchase, you could be giving away a free invitation to an event related to your store’s products. For instance, if you run a yarn shop, you could give out complimentary tickets to classes on creating certain fabrics, or if you run a guitar store, you could invite shoppers to an exclusive gig that you put on in the store. Giving your customers individual attention will make them feel liked and supported, and inspire them to continue doing business with you even without special offers.
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