Key takeaways:
- Small Business Saturday is a national shopping event that helps local businesses attract new customers and boost sales during the holiday season.
- Small businesses can succeed by focusing on simple, creative strategies such as updating their websites, running targeted promotions, and partnering with their communities.
- Using AI tools, social media, and local SEO can help small business owners reach more customers, compete with larger brands, and maintain growth after the event.
Small Business Saturday is a nationwide retail event held on the Saturday after Thanksgiving that encourages people to shop small and support local businesses. It was initiated by American Express in 2010 as a marketing initiative and later grew into a meaningful tradition that helps independent retailers attract new customers and boost revenue during the holiday season.
For small business owners, this day offers a rare opportunity. Customers are already looking for local stores to support, making it the perfect moment to show them what makes your business unique. With the right Small Business Saturday ideas, you can turn that community goodwill into real, lasting growth.
The great thing about this event is that success doesn’t really depend on big budgets. What matters most is creativity, authenticity, and a thoughtful plan.
In this guide, you’ll discover practical Small Business Saturday marketing ideas that help you increase visibility, connect with your community, and drive more sales—both on the day itself and long after it ends.
For other comprehensive strategies, you can also check out our insights on Black Friday marketing – many tactics overlap and can amplify your Small Business Saturday results.
1. Make your website Small Business Saturday-ready
Your website is your most important salesperson on Small Business Saturday.
If your homepage looks like it hasn’t been updated since 2019, or if visitors have to click through five pages to find your holiday deals, you’re leaving money on the table. Visitors don’t have the patience to go through a website that doesn’t provide a good user experience (UX).
Follow these tips when doing an update to your homepage:
- Refresh your visuals. Update your homepage banner with clear messaging about your Small Business Saturday offers. Make it impossible to miss. Use high-quality images that showcase your products or services in action.
- Declutter your navigation. Remove anything that doesn’t help visitors find products or complete purchases. The goal? Get them from the landing page to checkout in as few clicks as possible.
Create a dedicated landing page
Another sales idea for Small Business Saturday is creating a dedicated landing page just for the event. With a tailored landing page, you can feature your limited-time deals, best-sellers, and exclusive offers all in one spot. This makes it super easy for shoppers to see what you’ve got without hunting around your site.
If you’re thinking, “I don’t have time to redesign my website before Small Business Saturday.”
You can always use an AI website builder like the one from Network Solutions. It lets you refresh your content and visuals quickly without needing to be a tech genius. You can update product pages, adjust layouts, and optimize conversions in a fraction of the time it would normally take.
Likewise, make sure your site is mobile-friendly, as most people will be browsing on their phones. And double-check that all your product details are current, as nothing kills a sale faster than outdated inventory or incorrect pricing.
If you want to know more about designing your website, learn all about 10 Common Website Design Mistakes and How To Avoid Them.
2. Plan irresistible Small Business Saturday promos
Let’s talk about small business Saturday promos that actually convert.
Offering a discount is a common strategy. But while it’s an approach that’s still proven to work, you can also explore other promos to stand out. You can create offers that feel special, exclusive, and time-sensitive.
Here are some promotion ideas that consistently work:
- Buy one, get one free (BOGO). This classic promo means your customer gets a second item free when they buy the first. It’s simple, feels generous, and helps you move more inventory. You can also spin it into “Buy one, gift one” or “Buy two, get one free.”
- Early-bird specials. These are time-limited offers available only to your first customers. For example, “20% off before 10 AM” or “first 25 shoppers get a free gift.” They reward early visitors and help kickstart your day with a bang.
- Flash sales. Flash sales are short, surprise discounts (think 30 minutes to 1 hour) that pop up throughout the day. Announce them live on social media to create excitement and keep shoppers engaged.
- Email subscriber exclusives. Give your email list something special — a promo code, early access to a sale, or a unique product bundle. It’s a great way to reward loyalty and grow your list ahead of the holidays.
- Digital perks and smart personalization. Don’t stop at in-store offers. Send digital coupons via email, offer double loyalty points, or create QR codes that unlock bonuses. And if you use a CRM or email platform with AI features, personalize offers based on past purchases (e.g., candle buyers get a candle bundle deal). The more relevant your offer, the more likely your customer will say “yes.”
3. Use AI tools to simplify your Small Business Saturday marketing
Small business owners are stretched thin. You’re wearing ten different hats, and adding “marketing genius” to the list can feel overwhelming.
That’s exactly why using AI for your marketing efforts is a game-changer for Small Business Saturday. AI tools help you compete with bigger businesses without needing a massive marketing team or budget.
Here’s how you can leverage them:
- Generate personalized email campaigns using AI copywriting tools. These platforms can create compelling subject lines, body copy, and calls-to-action based on your audience data. What used to take hours now takes minutes.
- Predict your best-selling items with AI-driven analytics. These tools analyze past purchase behavior and current trends to tell you which products are likely to fly off the shelves. Stock accordingly and feature these items prominently in your promotions.
- Deploy chatbots for instant customer engagement. When you’re slammed with orders and questions on Small Business Saturday, a well-programmed chatbot can handle FAQs, provide product recommendations, and even help with basic troubleshooting. Your customers get immediate answers, and you stay focused on high-value tasks.
The businesses that win on Small Business Saturday are the ones that work smarter, not just harder. AI gives you that edge without requiring a computer science degree.
4. Promote your business on social media
If there’s one place where Small Business Saturday truly comes to life, it’s social media. Shoppers are already scrolling through their feeds looking for deals and inspiration, so your job is to make sure they find you.
Here’s how to stand out without needing a big budget or a full-time marketing team:
- Start with hashtags. Use #ShopSmall, #SmallBusinessSaturday, and location-specific tags like #ShopLocal[YourCity]. These hashtags have massive reach and connect you with people who are ready to buy.
- Share behind-the-scenes content. People don’t just want products; they want stories. Show them your workspace, introduce your team, or share the journey of how you created a popular product. This authenticity builds emotional connections that drive purchases.
- Highlight local collaborations. Are you partnering with other businesses? Shout about it. Cross-promotion on social media expands your reach to their audience and vice versa.
- Host giveaways or contests. “Tag a friend who needs this” or “Share this post for a chance to win” campaigns create viral potential. They increase engagement, grow your following, and generate excitement around your Small Business Saturday offers.
- Timing matters. Post before the event to build anticipation, during the event to maintain momentum, and after to thank customers and showcase results. Don’t let the conversation die on Saturday night.
- Use scheduling tools to plan your content in advance. Platforms with AI or automation features can even suggest optimal posting times based on when your audience is most active.
Pro tip: Repurpose one piece of content multiple ways. Turn a customer testimonial into an Instagram story, a Facebook post, and a tweet. Work smarter, not harder.
You can learn more about combining your social media and website marketing strategy with our article on Website and Social Media: Why You Need Both to Grow Your Online Presence.
5. Partner with your local community
Community partnerships are pure gold for Small Business Saturday. Think about cross-promotions with complementary businesses.
For example, a coffee shop and a bookstore could offer a joint discount: “Buy a book, get 20% off coffee next door,” and a yoga studio and a health food store could create a wellness bundle.
These partnerships give customers more value while exposing your business to entirely new audiences.
Why this works?
Collaboration reinforces brand authenticity. When local businesses support each other, it sends a powerful message about community values. Customers aren’t just buying products; they’re investing in their neighborhood.
These kinds of small business Saturday ideas build long-term loyalty that extends well beyond a single shopping day.
6. Optimize your Google Business profile
Your Google Business Profile can be the first impression customers get of your business. Before Small Business Saturday, make sure it’s accurate and engaging.
Update your hours, add a post announcing your promotions, and upload fresh photos that show your products or storefront in action. These small updates help you appear in local searches when shoppers look for “Small Business Saturday deals near me.”
Encourage happy customers to leave reviews before and after the event. Positive feedback boosts your visibility and builds trust with new shoppers. Also, a well-maintained profile makes it easy for people to find you, visit you, and choose your business over larger competitors.
7. Deliver standout customer experiences
You can have the perfect promotions and killer social media, but if customers feel like just another transaction, they won’t come back.
Small touches make a huge difference, like thank-you notes with purchases. A quick, personalized response to customer questions via chat or greeting customers by name.
These are sales ideas for Small Business Saturday that drive repeat purchases and genuine loyalty.
Know your competitive advantage and lean into it. Maybe it’s your expertise – you can recommend the perfect product for each customer. Maybe it’s your atmosphere – your store feels welcoming and unhurried. Maybe it’s your story – customers connect with your journey and mission.
Whatever makes you different makes it central to the experience.
Train your staff before the event. And make sure everyone knows the promotions inside and out.
When customers feel genuinely cared for, they don’t just buy more. They become advocates who tell friends, leave positive reviews, and come back for years.
8. Promote digital and physical gift cards
Gift cards are sneaky powerful for Small Business Saturday. Here’s why: They drive immediate revenue while creating guaranteed future visits. Someone who buys a gift card will come back to use it, often spending more than the card’s value.
Create digital gift cards that can be shared instantly. Physical cards are great, but digital versions let last-minute shoppers give thoughtful gifts without shipping delays. They’re also easier for you to manage and track.
Offer this as one of your Small Business Saturday promos: “Buy a $50 gift card, get a $10 bonus card.” The customer feels like they’re getting extra value, you get an immediate sale, and you’ve created two future visits instead of one.
Gift cards also increase average order value. When someone uses a $50 gift card, they typically spend $65-70. That incremental spending adds up quickly across multiple customers.
Don’t forget to market gift cards after Small Business Saturday too. They’re excellent revenue drivers through the entire holiday season.
9. Measure results and keep the momentum going
What gets measured gets improved. After Small Business Saturday, dive into your data.
Understanding which Small Business Saturday marketing ideas worked so you can replicate them for future events.
Ask yourself:
- Which promotions generated the most sales?
- What time of day saw the highest traffic?
- Which social media posts drove the most engagement?
- Did your email campaigns result in conversions?
- How did website traffic compare to previous weeks?
But here’s the critical part most businesses miss: Don’t let the momentum die on Sunday morning.
Send thank-you emails to everyone who made a purchase. Include a special offer for their next visit. This simple gesture dramatically increases customer lifetime value.
Reward loyal customers with exclusive follow-up deals or loyalty points. Show them their support matters beyond a single transaction.
Share your results and gratitude on social media. Post customer photos (with permission), celebrate milestones, and thank the community for showing up. This keeps the conversation going and builds anticipation for next year.
For more seasonal insights and marketing tips throughout the year, check out our holiday marketing ebook.
Frequently asked questions
Yes. Small Business Saturday was launched by American Express to encourage people to support small businesses and shop locally. For many small business owners, it’s one of the best days of the holiday season to boost sales and attract new customers.
American Express launched Small Business Saturday in 2010 to help small, local businesses gain more exposure and customers during the busy holiday shopping season. By 2011, the U.S. Senate officially recognized the day, and it has since become an annual tradition celebrated across the country.
Offer limited-time discounts like flash sales or early-bird specials, create cross-promotions with nearby stores to expand your reach, and run digital contests on social media to attract and engage customers. The key is making offers feel exclusive and time-sensitive.
Use social media platforms with hashtags like #ShopSmall and #SmallBusinessSaturday, send targeted email campaigns to your subscriber list highlighting special offers, and update your Google Business Profile with event posts, fresh photos, and extended hours to engage local shoppers actively searching for deals.
Bundle popular products together at a special price, offer early-bird deals for the first customers of the day, or give loyalty bonuses like “buy $50, get $10 bonus card” to reward repeat customers. These strategies create urgency while building long-term customer relationships.
AI tools can personalize email offers based on customer purchase history, analyze shopping trends to predict which products will sell best, and suggest campaign ideas that improve reach and engagement. AI chatbots can also handle customer questions during high-traffic periods, freeing you to focus on sales.
Turn Small Business Saturday into a sustainable growth strategy
Small Business Saturday is about using this cultural moment to build lasting relationships, increase brand awareness, and drive year-road growth.
The businesses that succeed are those that plan strategically and build real connections, not just quick sales. With the right mix of these strategies, Small Business Saturday becomes a launchpad for sustainable success.
Start with one or two ideas from this list. Master them. Then add more. You don’t need to do everything perfectly – you just need to do something intentionally.
And if you’re looking for an easy way to upgrade your website and make it Small Business Saturday-ready without the technical headache, use our AI Website Builder. It’s designed specifically for small business owners who want professional results without the professional price tag or time investment.
