Small Business Marketing News

Small Businesses Gear Up For Small Business Saturday

Written by Tim Morral
Published: 11/13/2012

With Small Business Saturday just around the corner, business owners are taking steps to incorporate the November 24th event into their holiday retail strategies.

Take a deep breath ... the holiday shopping season is almost upon us. But small business retailers are already making plans to cash in on this year's busy holiday retail season, starting with the opportunity Small Business Saturday presents on November 24th.

Retail Small Business Saturday Marketing Strategies

According to a survey released by the National Federation of Independent Businesses (NFIB) and American Express, nearly half (46%) of all independent merchants intend to integrate Small Business Saturday into their 2012 holiday retail strategies.

Small Business Saturday is scheduled to occur on the weekend between Black Friday and Cyber Monday. In addition to being the traditional starting point of the holiday shopping season for independent stores and restaurants, the day is designed to raise consumers' awareness about the small businesses in their local communities.

"Research has shown that American consumers have a deep trust in, and admiration for, the small business community," said NFIB CEO Dan Danner. "Small Business Saturday gives them a chance to show their appreciation -- and help America's essential job creators in a very real way -- by patronizing small shops, restaurants and service providers. And anything that helps with sales is certainly appreciated by small business owners, many of whom have struggled to stay afloat in a rough and uncertain economy."

The NFIB survey shows that small businesses intend to offer a variety of deals and promotions that encourage consumers in their target markets to spend at least a portion of their holiday shopping budgets in their stores:

  • 46% will create coupons for future offers or discounts
  • 25% intend to offer free giftwrapping
  • 23% are providing giveaway prizes or hosts contests
  • 20% will offer free items with purchases

For more information about Small Business Saturday or to download a free Small Business Saturday toolkit from American Express, visit

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