How to Get the Most out of Small Business Saturday

While big business seems to dominate the news, small businesses will get their share of the spotlight this week thanks to the arrival of Small Business Saturday, Nov 24, 2018. This annual
tradition mobilizes communities everywhere to step out in support of their favorite small businesses, and to shop small throughout the holiday season.

Here’s how you can get in on the Shop Small® Movement and use it to benefit your business.

Attract New Customers with a #SmallBizSaturday Event or Promotion

Bring new customers in the door with a promotional event that lets the world know you’re a part of the Shop Small Movement. Consider hosting an Open House event that invites customers and potential customers alike to see your shop or office so they can familiarize themselves with your space, and learn more about the products and services you offer (and how they can benefit).

If you don’t have the kind of space that lends itself to drop-ins and tours, consider offering a promotion instead – for example, a free estimate, coupon, or even swag like a t-shirt or water bottle, in exchange for names, phone numbers, and email addresses to build your marketing database.

Promote on Social

If you’re a locally or family-owned business, there has never been a better time to tell the world. Whether you’re hosting an event, offering a promotion, or just want to encourage people to shop local with your business this holiday season, a social marketing campaign is critical.

The #SmallBizSaturday and #ShopSmall or #BuyLocal hashtags will be in use across Instagram and Twitter and shop local and Small Business Saturday posts will attract engagements from interested consumers all week long. Start your posting early and often, and be sure to include photos from your event or promotion.

Boost Visibility with Print

Free small business templates.
Our selection of professional, eye-catching signs and flyers are perfect for your next event. Quickly download, customize and print with Xerox printers and supplies for best print results.

Download the free templates here.

For businesses that receive a lot of foot traffic – or whose location could benefit from increased visibility – fliers and sidewalk signage are a great choice. If you’re hosting an event or expecting an increase in traffic, printing additional brochures and business cards is a smart decision as well.

But keep in mind that the signage you choose will be your customer’s first impression of your product or service, and that brochure or card will travel with them long after the event has ended, so be sure your prints are of the best possible quality.

The new Versalink business printers and MFPs from Xerox are an affordable way to print your own marketing collaterals while maintaining a level of quality that showcases your business in its best light. Not sure where to begin? Xerox has a host of free downloadable templates you can use to plan events, promote your business, and more.

Also be sure to visit the American Express Small Business Saturday site for news on events, tools, social updates and more.

Optimize Your Website and Email Marketing for Mobile

Successful promotions will mean an increase in your web traffic. Make sure you’re sending potential customers to a website that accurately reflects your brand – and one that is optimized for mobile. If online customers click on your ad or offer and find that your website is non-mobile-friendly, they won’t be able to read or act on the information – and they won’t stick around for long.

While you’re at it, look at your website with fresh eyes. Update copy, make sure your social buttons are included and working and add new photos and video where possible. Lastly, consider creating mobile-optimized landing pages for any Small Business Saturday ads you’re running, and make sure your email marketing efforts are mobile-optimized as well, so you can leverage the traffic you’re generating.


Small Business Saturday is the perfect time to tell your story and let people know who (and where!) you are, and why you’re an asset to the local community. Use it to your advantage to drive traffic – and sales – to your business all season long.

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Tweet: #SmallBizSaturday is this weekend. Is your business ready? via @Xerox

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