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Buy Local, Buy Small®
This information provides some tips for small business owners, but we encourage you to support small businesses and local businesses throughout the year.The past few years have been a challenge for all of us. Small businesses by their very nature do not have the resources to sustain adverse business conditions over the long term. Let’s do our part to keep our neighborhoods and local businesses thriving.
It’s time again to get ready for Small Business Saturday®. It always falls between Black Friday and Cyber Monday. It was launched by American Express in 2010 to encourage local shopping. A year later, the Senate passed resolutions in favor of the Shop Small movement, with the support of local governments in all 50 states. It’s the first Saturday after Thanksgiving. This year is his November 26th. Focused on facilitating local, brick-and-mortar shopping, the day it expanded to include online, it continues to grow and gain traction.
This year is the pandemic’s second year into the holiday shopping season. With fewer restrictions than last year, now is the time to help local businesses get their fair share of sales. With the weekend after Thanksgiving just around the corner, now is the time to start marketing!
1) Refresh your marketing materials with free content and materials – If your business accepts AMEX, they offer free materials that ship to you and you can easily customize your downloadable content. Check out their site to access all available resources. Think about what makes you unique and why your customers come back often. Share your content on social media and include it in your regular marketing campaigns.
2) find and team – Make sure you are registered with Shop Small Map®, or register if you are not. Team up with your local Chamber of Commerce and other trade alliances. Many are considered Neighborhood Champions. Consider donating prizes such as gift cards to put your business in the spotlight. Take advantage of your membership and network to share additional ideas.
3) local marketing – Leverage your customer list and ask for help spreading the word about your business. Successful marketing can drive foot traffic and help add-ons with the right merchandising. For social media, stay familiar and check out the posts shared by AMEX on Instagram. If you’re on Twitter, use the hashtags #ShopSmall and #SmallBusinessSaturday and share your messages regularly. Visit the official Small Business Saturday FaceBook page and use #ShopSmall on #SmallBizSat in your communications.
think through
Get ready for year-end success with Small Business Saturday. Incorporate “shop locally” as part of your overall marketing message and annual campaign. Be sure to offer gift cards for sale to help current customers drive new traffic and repeat business.
I would love to hear your ideas and success stories. Post a comment or email me. Small Business, Big Lessons® – Buy Local Small Business All Year Round!
About the author:
Gregory Woloszczuk is an entrepreneur and experienced technology executive helping small business owners grow their revenues and profits. Gregory believes in helping others see what they need to see but may not want to see, focusing on candor and taking responsibility for their business. He and his wife Maureen launched his GMW Carolina in 2006.
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