13 Small Business Saturday marketing ideas to promote your business

13 Small Business Saturday marketing ideas to promote your business

Amy Beardsley
By Amy Beardsley
Dec 12, 2024
1 min read
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Small Business Saturday (Saturday, November 30th, 2024) isn’t simply another shopping holiday — it’s your moment to shine while the retail giants are catching their breath after Black Friday.

As a small business owner, you’re not just part of the community — you’re the heartbeat that keeps it alive.

From the coffee shop that fuels morning commutes to the hardware store that saves weekend projects, local businesses like yours make neighborhoods feel like home. Eight in 10 people say small businesses are not just nice to have — they’re essential, according to the U.S. Chamber of Commerce.

This video gives some quick tips on how you can market your small business on Small Business Saturday and every day:

What is Small Business Saturday?

Born from an American Express campaign in 2010, Small Business Saturday has grown into a movement that drives billions in local spending. Though it has less impact than Black Friday or Cyber Monday, each year the shop small movement gets customers to spend roughly $184 billion at small businesses on this day, says the U.S. Chamber of Commerce.

Turn those numbers into opportunities for your business before your end-of-the-year business review. We’ve organized promotional, advertising and marketing opportunities by difficulty: quick wins, leveled-up strategies and big moves with big impact.

Quick marketing wins

These quick wins pack a punch without demanding all your time or draining your wallet. Think of these as your Small Business Saturday starter kit.

1. Email marketing

Your email list is a direct line to people who already value your business. Build momentum for them to shop small with a simple sequence:

  • Two weeks ahead: Share your Small Business Saturday plans.
  • One week before: Highlight what makes your business unique.
  • Day before: Remind people about hours and special offerings.

Tip: Share what Small Business Saturday means to your business and community. Real stories resonate more than sales pitches.

2. Social media posts

Social media business promotion is a great way to show the human side of your business. Share preparation moments, like unpacking new inventory, setting up displays, or preparing special offerings.

Add local hashtags to connect with your community, and respond to comments to foster relationships with your followers.

3. Customer referrals

Happy customers naturally want to share their favorite businesses with friends. Even better? According to a Nielsen survey, 88% of consumers trust recommendations from friends and family over any other form of advertising.

Word-of-mouth marketing works, so give them a reason to spread the word about your business. You might offer early access to deals for those who bring friends or special discounts for new and existing customers.

4. Offer discounts during off-peak times

Foot traffic to a small business isn’t often steady. When business owners plan for the holiday season, they can turn those quiet hours into opportunities by offering early bird and night owl discounts.

On the big day, reward your early risers with incentives like first-hour specials to get people talking. Then create afternoon momentum with fresh deals that bring in the late crowd.

Level-up strategies that drive sales

These marketing promotion tactics take more planning and a modest budget, but they’re often worth the extra effort. Each can transform browsers into buyers and create the kind of experience that keeps customers coming back.

5. Targeted social ads

If you’re cutting costs, here’s some good news: Social media advertising doesn’t need a huge budget to work. It needs precision.

Platforms like Instagram and Facebook let you zero in on your neighborhood, target specific interests, and reach people most likely to do their holiday shopping with you.

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6. In-person events

Turn shopping into an experience worth leaving home for. Here are a few ideas to make your store the place to be:

  • Set up interactive product demos.
  • Create an Instagram-worthy holiday photo spot.
  • Bring in favorite local musicians to help draw a crowd.

The key is to make it interactive. When customers participate, they tend to stay longer and spend more.

7. Food and drink partnerships

Team up with local food businesses to add flavor to your event. A coffee cart, food truck or local bakery can go hand-in-hand with great shopping. You can support your local restaurant’s marketing plan while enticing their regulars to become your customers. You also get the aroma of fresh-baked goods or coffee, creating an irresistible atmosphere.

8. Contests and giveaways

Who doesn’t like winning free stuff? Create a contest that gets people excited before Small Business Saturday begins. You could set up a photo contest featuring your products or a creative challenge that shows off what customers can do with your merchandise.

This is a great opportunity to upsell your audience and grow your business. Plus, it gives you content to post on social media and generates excitement around the prize (as well as your business). It’s a win-win.

Big promotional moves with high impact

These strategies require more resources and planning, but they’re designed to create a lasting impact beyond Small Business Saturday. Think of these as investments in your business’s long-term growth.

9. Community partnerships

Show up for your community all year, and they’ll show up for you. Sponsor youth sports teams, support local arts programs or be a neighborhood champion by backing improvement projects.

These partnerships establish relationships that transform supporters into customers (and customers into advocates).

10. Press and media coverage

Local media outlets want local business stories. Share what makes your Small Business Saturday plans worthwhile — whether it’s a special event, a milestone celebration or an unusual collaboration.

11. Traditional advertising

Think beyond your storefront. Even though digital advertising dominates these days, don’t discredit the influence of traditional marketing channels like radio ads, flyers and billboards.

A drive-time radio spot catches commuters heading to work, while a well-placed billboard turns heads on busy streets where your target customers travel. Flyers on doors or in mailboxes let locals know that you’re nearby and part of their community.

12. Organize a pop-up marketplace

Create something bigger than a single-store promotion. Organize an event for other local vendors who complement your business. For instance, a cleaning service could host local carpenters or HVAC providers, a bookstore could bring in local authors, or a cafe could feature local food producers.

This way, you become more than a single shop. You’re a hub for discovering the best local small businesses.

13. Create a community holiday stroll

Small businesses are an integral part of the community. Why not create a closer connection? Network with other business owners to bring your neighborhood together with an annual evening stroll.

Create a “shop small map” as part of a cross-promoted marketing campaign. Then, string lights between shops, set up warming stations with hot chocolate and cider, and fill the sidewalks with live music. The goal? Give people a reason to say, “Oh, we have to go there – it’s a tradition!”

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How NEXT can help protect your small business

NEXT creates affordable small business insurance packages that work for your business and your budget.

Skip the paperwork and phone calls and get your business insurance online in about 10 minutes. Your certificate of insurance is digital, too, and you can share it as needed at no additional cost.

Your business is one of a kind. Your insurance should be, too.

Start a free quote with NEXT today.

Amy Beardsley
About the author

Amy Beardsley, insurance expert and contributing writer at NEXT Insurance, is a content marketing writer who specializes in small business coverage. Leveraging her background in the legal field, Amy brings a deep understanding of laws, regulations, and compliance requirements to her work. As a content marketing writer since 2016, she has contributed to publications like Legal & General, Berkshire Hathaway Specialty Insurance, Insurify, and NerdWallet. Her work has also appeared in CNBC, Kiplinger, and US News. When she’s not writing, Amy enjoys playing cards with her family and experimenting with new recipes.

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