Small businesses are well aware that Nov. 30 will be the fourth annual Small Business Saturday, which falls between Black Friday and Cyber Monday as the official start of the holiday season for independent retailers and restaurateurs.
But do their customers have a clue?
If the plans of participating business owners are any indication, then consumers may be more aware than ever of Small Business Saturday, according to results of The Small Business Saturday Insights Survey, released by the National Federation of Independent Businesses (NFIB) and American Express.
The Small Business Saturday Insights Survey questioned 500 owners/managers of physical retail establishments with fewer than 100 employees.
The survey found that 67 percent of small business owners taking part in Small Business Saturday will offer discounts; 36 percent will offer coupons for future offers or discounts; 33 percent (up from 20 percent in 2012) will offer a free gift with purchase; and 32 percent will begin their holiday promotions earlier than last year to drive buyers inside their doors.
While 33 percent of small business respondents said they will use social media most to promote Small Business Saturday, those who said they will rely mostly on paid advertising (TV, radio, print) was double from last year (up from 9 to 18 percent).
In addition, 39 percent said they will join forces with other small businesses in a public event to call attention to Small Business Saturday – as further shown by the more than 1,000 “Neighborhood Champions” who so far have pledged to bring together businesses in their cities to call attention to the day under the auspices of American Express working with such business organizations as the U.S. Chamber of Commerce, the U.S. Black Chambers, Inc. and the Latino Coalition.
Perhaps as much as anything, the survey results revealed healthy entrepreneurial confidence with 70 percent of small-business respondents saying that Small Business Saturday will help attract new customers.
A Small Business Saturday marketing toolkit, including printable signage, logos, imagery and recommended social media and email models, is available at ShopSmall.com.
Further support for independent retailers and restaurateurs participating in Small Business Saturday is available through:
- FedEx Office (http://local.fedex.com/?promo=sbs2013)
- Foursquare (http://business.foursquare.com/shopsmall)
- Twitter (https://business.twitter.com/shop-small)
- United States Postal Service (ShopSmall.com)
- American Express (ShopSmall.com/offerterms)
