While consumers have supported small businesses throughout the pandemic, these local merchants will need to continue finding ways to differentiate themselves from their competitors this coming holiday season. Small Business Saturday provides an important platform for such efforts.
Here, experts share their tips on how to make the most of the opportunity on November 25th.
Providing high levels of service and multi-sensory experiences
Small businesses can't always compete on price, but one way they can attract consumers to them is by offering special considerations that shoppers might have a hard time finding at major retail chains or online.
Kate Giovambattista, founder of Beyond Main, an online platform for small businesses, suggests businesses focus on key elements that can differentiate them during the holidays, such as a specific product, special events, or quality services like free gift wrapping or personal shopping for valued customers.
“If they can provide a higher level of service, consumers feel like they're getting great value for their money with a small business,” she says. “Retailers should be focused on creating experiences for their customers, especially during this time.”
For many shoppers, visiting smaller stores is a fun activity, Giovambattista said, and retailers should strive to make that as enjoyable as possible by paying attention to details that create a multi-sensory experience, such as holiday music, the smell of freshly baked holiday treats and seasonal visual displays.
Dana Dawood, head of marketing and communications at Beyond Main, added: “Businesses should start promoting their elevated in-store shopping experience well before Small Business Saturday to leave a lasting impression in customers' minds.”
Partner with other local businesses
Another important strategy small businesses can use to increase foot traffic and sales on Small Business Saturday is to partner with other local businesses to host their own event.
For example, a retailer could partner with a local wine shop to offer a private shopping experience with drinks and hors d'oeuvres, driving sales for both businesses.
“These types of experiences are often hugely successful when we simply partner with local businesses that complement, rather than compete with, them,” Giovanbattista says.
And, where possible, businesses should look for wider opportunities to collaborate with other events throughout the region, she said. Local business organizations often hold contests and other activities on Small Business Saturday aimed at attracting customers to business areas.
Emily Washkovic, a small business expert at online review site Yelp, agreed that both cross-promotion and broader collaboration with other small businesses can be effective strategies.
“What I want to see is when business owners work together and really come together,” she said. “Small Business Saturday is a big national campaign that we can bring attention to, but are there local events in your area? What are things going on locally that you can partner with your business on?”
Small Business Saturday is a big national promotion that can get you noticed, but are there any neighbourhood events happening in your area? Are there any events happening locally that your business could link up with?
Emily Washkovic, Small Business Specialist, Yelp
Use social media
It’s also important that small businesses make the most of social media opportunities to promote Small Business Saturday.
“Small Business Saturday is an event that a lot of people are talking about,” Yelp's Washkovic says. “Can you use the hashtag when posting about what you're offering or selling?”
She also noted the importance of keeping a business' holiday hours updated across all online accounts, including Yelp, where other digital platforms like Apple Maps and Siri pull business data.
Beyond Main's Dowd said the holiday shopping season is also an opportunity to share shopper experiences and promote user-generated content on social media and other channels.
“This is an opportunity to build a community around your business and create that feeling of, 'I want to shop there and I want to support local businesses,'” she said.
Putting employees in the spotlight
Another way to differentiate your small business is to draw attention to the knowledgeable, helpful employees in your store.
“Maybe you could recognise a staff member of the week or highlight the customer service they're providing during this time,” Washkovic said.
Highlighting employees on digital platforms is one way they can help “humanize” their business online, which is becoming increasingly important as shoppers browse the internet as they strategize their holiday shopping, she said.
Another option is to display gifts recommended by employees.
“It's a way to direct customers to specific offerings,” Washkovic said.
Offer a free gift
“Giving away free products is always a great way to get attention,” said Frank Fennell IV, president and CEO of KloseBuy, a digital marketing platform for small businesses.
Fennell gives the example of a restaurant owner he knows who is planning to offer free beer to everyone who comes into his establishment for an entire day — a strategy aimed at attracting new customers to his restaurant, and the owner hopes to keep them by highlighting the restaurant's high level of customer service.
“Spread the message: 'Buy something, get something free,'” Fennell says. “Everyone wants to get something for free, and that's important because it gets people into the store. Businesses should be willing to lose some money to get people into their stores.”
CO— aims to provide inspiration from leading, respected experts. However, before making any business decisions, you should consult with an expert who can advise you based on your individual circumstances.
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