How to prepare for Small Business Saturday

Taking place on 7th December, Small Business Saturday is an opportunity to support your local businesses and encourage community shopping. Launched by American Express in 2010, it’s a powerful marketing initiative that gives small companies the chance to show off their value, attract new customers and compete with larger retail chains. So, with this in mind, here’s how local businesses can strategically prepare for the event to boost visibility, conversions, and community engagement.

Improve your local SEO

The first step is to attract a local audience, which is where improving your local search engine optimisation (SEO) comes in. On-page SEO is the ideal way to ensure that the content on your site and social channels is optimised for where you’re based, but you also want to optimise your Google Business Profile to make sure accurate business hours, addresses and contact details are up to date.

Enhance your Google Maps presence

Given many customers use Google Maps to find local businesses, it’s similarly important to give this platform equal attention. Ensure your location is accurately pinned, your photos are up to date, and you're actively managing and responding to customer reviews. Combining strong local SEO and Google Maps presence can significantly increase foot traffic, so selecting your most relevant business categories and key attributes will help customers find exactly what they’re looking for.

Create dedicated landing pages

Take the time to develop a dedicated Small Business Saturday landing page that will capture potential customer interest and drive conversions. This specialised page should feature compelling visuals that highlight your business's unique offerings, with clear and attractive promotional details, and content that communicates the value of shopping local. Make sure the landing page is fully responsive across mobile and desktop devices, with intuitive navigation and fast loading times, so as not to put potential customers off.

Make sure your social marketing is cohesive

It’s important that customers who land on your social channels instantly recognise your brand and have a cohesive experience across all channels. Social media creates excitement and anticipation for Small Business Saturday and the offers or deals that customers can enjoy. So, use the lead-up to the date creating content that gets people interested, from behind-the-scenes of the business to teaser posts and countdown graphics. Make sure to use location-based hashtags that will increase your discoverability and encourage user-generated content.

Partner with local businesses

Collaborating with other small businesses in your local area is a great way to amplify the community feel and it can help you broaden your network too. Seek out complementary businesses to create joint promotions, bundle offers or cross-promotional strategies that can work for you both on the day. For example, a local coffee shop might partner with a nearby bakery to offer a combined discount, or a bookshop could collaborate with a café to give a discount on products. These partnerships can be promoted on social media and individual websites to expand your collective reach.

Decide on promotional offers

Ahead of the event, create compelling, time-limited promotions that provide genuine value to your customers. Attractive discounts that feel special and exclusive to Small Business Saturday will encourage customers to shop with you. You might consider creating value-added packages that bundle products or services at a slightly reduced rate, or implement a referral programme or loyalty initiative that encourages repeat customers to spread the word about your business. Gift card promotions are another effective way to attract new customers and provide long-term value for your business and customer base.

Prep staff for busy periods

Lastly, preparations should extend to your team. Make sure that your staff are aware of any deals you plan to offer on the day, and that they can confidently communicate the offers to provide the best customer service. It’s also important to prepare inventory to meet the potential increase in demand, avoid the risk of disappointing customers, and make sure that point-of-sale systems are set up to handle higher transaction volumes smoothly.

Small Business Saturday represents more than just a sales opportunity. It's a celebration of local entrepreneurship and community economic strength. With these strategies, small businesses can maximise their potential during this event and create a wider pool of loyal customers for the upcoming year. Remember that success lies not just in sales, but in building lasting relationships with your local community.

Chloe Miller runs CC Consulting - find out more on their website. 

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk