NEW YORK (AP) — — Small Business Saturday, the Saturday after Thanksgiving, is here. However, for small and medium-sized businesses, this does not necessarily lead to large sales. There are a few things small business owners should keep in mind as they market their company for the holiday weekend.
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American Express introduced a marketing promotion called “Small Business Saturday” 15 years ago. It has been co-sponsored by the Small and Medium Enterprise Agency since 2011. The idea was to promote smaller stores more than big box stores like Walmart and Best Buy, which usually get the bulk of their deals on Black Friday, the Friday after Thanksgiving. The biggest shopping day of the year.
So how can small businesses take advantage of Saturday and the rest of the weekend?
First, store owners must ensure strong communication with their customers.
Broadcast deals to your customer email list and social media to drive shoppers to your store.
Create your own marketing campaign
Or, use American Express’ free marketing assets that specialize in a variety of industries, including food and beverage, beauty, and retail. Also includes suggestions for posters and social media posts.
Collaborate with other local businesses.
Many communities provide maps of local retail stores for customers on Small Business Saturday. Make sure you are on the map.
Finally, stock up.
If you offer a promotion, make sure you have enough inventory to run it so your customers aren’t turned away empty-handed.
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