How to make the most of Small Business Saturday 

(iStock photo)

Between Black Friday and Cyber Monday sits Small Business Saturday—a chance for local companies to capitalize on all the holiday shopping fervor.  

Launched in 2010 and falling on Nov. 27 this year, the day of promotions is the highest-earning day of the year for one-third of small businesses, according to American Express’s recent Shop Small Study. Sixty-seven percent of consumers surveyed prefer to seek out small businesses rather than larger retailers for holiday purchases.  

So, here are three strategies that small business owners plan to use to generate sales during this year’s Small Business Saturday, according to Inc.:

  1. Offer small freebies. Promotions don’t have to mean offering steep discounts across the board, especially since the day is about customers supporting a local retailer. John Barretto, founder of San Francisco-based streetwear brand and boutique FullyLaced uses this strategy. Instead of a race to the bottom to compete on price, he includes a small gift with any purchase. “This way we retain our margin and give a little extra,” he says. 
  2. Promote your story. The time leading up to Small Business Saturday is one of the best times to share your personal story as a founder and that of the business, says Noah Bleich, co-founder of Los Angeles-based tea maker TeaBook. 
  3. Focus on gaining repeat customers. The goal is not necessarily to have a single day of booming sales, says Chris Ronzio, Inc. columnist and founder and CEO of software maker Trainual. Instead, focus on providing a positive experience that will turn that shopper into a long-term customer. Read the full story.