Small businesses are at the heart of our communities. They’re the coffee shops where neighbors catch up, the boutiques that give downtowns their character, and the entrepreneurs who turn big ideas into local opportunities.
But behind every small business is an owner navigating the challenges of running and growing a business, from managing expenses and attracting customers to finding the right resources and support.
That’s why Small Business Saturday is about more than encouraging people to shop local.
On November 28, communities nationwide will celebrate Small Business Saturday. For those working across the economic development ecosystem, including economic development organizations, chambers of commerce, tourism organizations, and Main Street programs, it’s an opportunity to spotlight local businesses, strengthen partnerships, and encourage residents to shop local. But the real opportunity? Creating connections and support that last well beyond the holiday season.
Here are four ways you can make the most of Small Business Saturday.
- Tell the Stories Behind Your Small Businesses
Every small business has a story, and those stories can be some of your most powerful marketing tools.
Instead of focusing solely on holiday sales and promotions, introduce residents to the people behind their favorite local businesses. Share short videos, owner interviews, behind-the-scenes photos, or holiday gift guides featuring locally made products.
Take Orange County, Virginia, for example. Its Enjoy Orange campaign uses local business videos to encourage residents to shop, dine, and explore their own community.
These efforts don’t require elaborate productions! Sometimes, a simple photo and thoughtful caption can help someone discover a business they’ve walked past a hundred times.
- Make Shopping Local Easy (and Fun!)
Encouraging people to shop local is one thing. Making it easy for them to do so is another.
Think about the experience from the shopper’s perspective. Do they know which businesses are participating? Where to park? What special events are happening downtown?
EDOs can partner with Main Street organizations, chambers of commerce, and tourism offices to create shopping guides, coordinate downtown activities, and promote local gift card programs.
In Maryland, FrostburgFirst organizes a Shop Small Season featuring downtown businesses, special promotions, and holiday shopping experiences.
Meanwhile, Charles County, Maryland, has promoted its With Love From Charles gift card program to encourage spending at participating local businesses.
Both approaches give shoppers more reasons to explore their communities while keeping spending local.
- Connect Businesses With Resources Beyond the Holiday
Small Business Saturday is a great promotional opportunity, but economic development support shouldn’t stop at marketing. For many business owners, the holiday season brings challenges related to inventory, staffing, and cash flow.
Economic Developers can use this opportunity to connect entrepreneurs with Small Business Development Centers (SBDCs), local lenders, workforce resources, and business assistance programs.
Better yet, ask business owners what support would be the most helpful. Those conversations can uncover needs that extend well beyond the holiday shopping season.
- Keep the Momentum Going
Once the day is over, don’t let the momentum disappear within the holiday decorations!
Follow up with participating businesses to learn what worked and what could be improved. Track engagement with your shopping guides, gather feedback from business owners, and identify opportunities for future promotions.
Could your holiday gift guide become a year-round business directory? Could your partnerships lead to a spring shopping campaign?
Small Business Support is a Year-Round Strategy
Small Business Saturday may only happen once a year, but supporting small businesses is an ongoing part of building strong local economies.
As you prepare, think beyond November 28. The connections you build today can create opportunities for your local businesses throughout the year.
What are some of your favorite ways to showcase and support your local business community? We’d love to hear about the programs, initiatives, and strategies that have made an impact in your community. Let’s share ideas and inspire new ways to support local businesses!
