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Small Businesses Gear Up For Another Small Business Saturday

Written by Ken Gaebler
Published: 11/18/2013

Now in its fourth year, Small Business Saturday will once again present opportunities for small businesses to attract new customers in their local communities

It's become an annual shopping tradition. The Saturday after Thanksgiving, millions of U.S. consumers will pour into small businesses around the nation on Small Business Saturday--an event designed to lure holiday shoppers into local businesses.

Small Business Saturday 2013

Slated for November 30th, Small Business Saturday represents the launch of the holiday shopping season for many independent retailers. However, this year's event may be even more important than past events, given the shorter holiday retail season.

In a Small Business Saturday Insights Survey released by the National Federation of Independent Businesses (NFIB), nearly three-quarters (70%) of small companies participating in the event expect that it will be helpful in drawing new customers to their stores.

Incentives are playing an important role in small business holiday plans with 67 percent of small business owners planning to offer discounts on November 30th.

Also, businesses that are advertising Small Business Saturday events have increased significantly over the past year. This year, 18 percent plan to rely on paid advertising to promote their participation, up from 9 percent in 2012.

For most small businesses, the key to a successful Small Business Saturday event lies in understanding why customers buy local. Since larger brands typically outperform small retailers on price, small businesses can gain competitive advantage by emphasizing a handful of other variables, including convenience, community support and personalized service.

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