The holiday shopping season starts earlier every year, and for local businesses the first big date is Small Business Saturday, which falls on November 28 this year. The U.S. Small Business Administration says the event was founded by American Express in 2010 and has been cosponsored by the SBA since 2011. This checklist turns the advice from the SBA and the National Federation of Independent Business (NFIB) into a plan you can finish over the next three weeks.

Why this day matters

NFIB notes that the holiday season can make a big difference to a small business’s bottom line, and that Small Business Saturday gives owners a chance to attract new customers, increase sales and build momentum for the months ahead. The group also cites American Express’s estimate that shoppers spent about $18 billion at small businesses during last year’s event. That is an estimate from a company that promotes the day, so treat it as a rough indicator rather than an audited figure.

Week 1: Make yourself easy to find

NFIB’s first tip is to make it easy for shoppers to find you. That means checking the basics:

  1. Confirm your street address, website, phone number and holiday hours on social media and every online business listing.
  2. Post clear photos of products, menu items and specials, with prices.
  3. Add practical details such as parking, pickup and reservation options.
  4. Use the #ShopSmall hashtag and tag your location so nearby shoppers can find your posts.

Week 2: Make gift shopping simple

Shoppers who do not know what to buy often leave empty-handed. NFIB suggests grouping gifts by price or interest, such as gifts under $25, gifts for cooks or gifts made locally. Restaurants can promote gift cards, takeout meals or holiday catering. Tell customers whether you offer gift wrapping, online ordering or pickup.

Two simple ideas can help: a small printed gift guide by the register and a social media post showing a few easy bundles.

Week 2 to 3: Choose an offer that pays

NFIB recommends offering specials, such as a gift bundle, a free sample or a small bonus with a purchase. Restaurants could offer a meal deal or a Small Business Saturday discount. The advice that matters most is to choose an offer that gives customers value and still leaves room for a profit. Before you commit to a discount, calculate your margin on the item so you know what you can afford to give.

Week 3: Team up with your neighbors

Cooperation can multiply your reach. NFIB suggests sharing nearby businesses’ posts, creating a simple shopping guide or planning specials together. A shop could send customers to a nearby cafe, and the cafe could display information about local stores. It is also worth checking with your chamber of commerce or downtown group about community events.

The week before: Remind your regulars

Customers cannot show up if they do not know. NFIB advises reminding regular customers through signs, conversations and emails or texts they have signed up to receive. Only message people who have agreed to hear from you.

On the day and after

On the day, thank new customers and tell them what you offer year-round. Invite them to join your email or text list. After the holidays, share helpful updates so they have a reason to return, since a one-day crowd only helps if some of it turns into repeat business.

A one-page checklist

  1. Listings, hours and photos updated.
  2. Gift guide and bundles ready.
  3. Offer chosen, with margins checked.
  4. At least one neighbor partnership planned.
  5. Reminder to regulars scheduled.
  6. Sign-up sheet or QR code ready for new customers.
  7. Staffing and stock checked for a busy day.

For shoppers

If you are a customer, the SBA says the day is an opportunity to support the country’s more than 36.2 million independent businesses. You can find participating businesses near you through the SBA’s page, and the same agency offers free marketing materials such as sample posters and social media resources.

The bottom line

Small Business Saturday rewards preparation. A few hours spent on listings, gift guides, a profitable offer and a friendly reminder can help a small shop or restaurant make the most of the busiest stretch of the year. With about three weeks to go, there is time to do all of it.

*Sources: U.S. Small Business Administration and NFIB, as linked above. Figures are as published by those organizations.*

Image: Florist stall in the Pannier Market, Plymouth, Devon – November 2023 by Mutney via Wikimedia Commons, CC0 1.0