The holiday season is more than just a shopping rush—it’s a critical time for small businesses to thrive. For small business owners, the support of your community during this time isn’t just heartwarming; it’s the key to your growth, sustainability, and long-term success.
In preparation for the 15th Small Business Saturday® on Nov 30th, we’ve teamed up with American Express to support the Shop Small® Movement and help small businesses succeed.

Let’s break down why this means so much for small businesses and how you can benefit from it this holiday season (and all year long):

  • Building Stronger Communities and Economies
    When customers choose to shop at small, locally-owned businesses like yours, they’re doing more than making a purchase. Studies show that local spending keeps a larger share of revenue within the community compared to national chains. These dollars contribute to local schools, public services, and infrastructure, creating a ripple effect of benefits.

    Additionally, as a small business owner, you may source goods or services from other local businesses. This interconnected network creates jobs and fosters an economically resilient community—where everyone benefits.
  • Celebrating Unique Offerings
    The holiday season is an opportunity to shine. Small businesses like yours offer something big-box stores and online giants can’t: unique, thoughtful, and locally made products. Customers value authenticity and originality during the holidays—whether it’s handcrafted gifts, gourmet goods, or personalized services.

    Highlight your distinct offerings this season. Remind your audience that every purchase from your business is more than just a gift—it’s an investment in creativity and quality.
  • Personal Connections Build Loyalty
    One of the strongest advantages of being a small business is the personal relationships you build with your customers. The holiday season is a great time to strengthen these connections through exceptional customer service, personalized recommendations, or even small tokens of appreciation.

    These efforts not only add value to their shopping experience but also turn one-time shoppers into lifelong advocates for your brand.
  • Sustainability and Ethical Practices
    As a small business owner, you’re in a unique position to promote sustainability. Local sourcing, minimal packaging, and eco-friendly products are increasingly valued by conscious shoppers. Highlight your sustainable practices in your marketing—this will resonate with customers looking for a greener holiday season

How You Can Promote the Shop Small Movement

Collaborate Locally

Teamwork is key when it comes to making an impact. Consider joining forces with nearby small businesses to:

  • Host Holiday Events:
    Organize joint pop-up markets, festive fairs, or collaborative sales events. These attract more foot traffic and allow customers to experience multiple local offerings in one place.
  • Bundle Products or Services:
    Create packages that combine your products or services with those of other local businesses. For example, a coffee shop could partner with a local bakery to offer a “Holiday Breakfast Bundle.”
  • Cross-Promote Each Other:
    Share each other’s social media posts, display business cards in your store, or create a collaborative holiday guide to encourage customers to visit multiple local businesses.

Participate in Small Business Saturday®

Save the date: Small Business Saturday, November 30th

Small Business Saturday is a significant opportunity to showcase your business:

  • Prepare Early:
    Advertise your participation well in advance through social media, email newsletters, and in-store signage.
  • Promote the Shop Small Map:
    Ensure your business is listed on the Shop Small Map, and direct customers to it for easy navigation.
  • Host an Event:
    Celebrate the day with special offers, in-store raffles, or customer appreciation perks like free samples or small giveaways.
  • Partner with Your Community:
    Coordinate with local chambers of commerce or neighborhood groups to maximize visibility.     

Download free marketing materials to connect with customers and get them excited to shop with them this holiday season, and all year long. Learn more at AmericanExpress.com/SBS and AmericanExpress.com/ShopSmall.

Leverage Social Media

Social media is a powerful and cost-effective tool to engage with your audience and build awareness:

  • Share Your Story:
    Post behind-the-scenes content to highlight the passion, craftsmanship, and effort that go into your products or services.
  • Host Giveaways:
    Encourage followers to share your posts or tag friends for a chance to win gift cards or holiday-themed items.
  • Highlight Customer Testimonials:
    Share photos or quotes from happy customers to build trust and credibility.
  • Use Hashtags Strategically:
    Amplify your reach by using popular hashtags such as #ShopSmall, #SupportLocal, and #SmallBusinessSaturday.

Engage Your Community

Fostering a sense of connection with your customers will make your business stand out:

  • Exclusive Holiday Promotions:
    Offer discounts, loyalty rewards, or holiday-themed product bundles to attract customers.
  • Festive Atmosphere:
    Decorate your store or website with holiday cheer to create a welcoming experience. Consider playing holiday music, offering hot beverages, or setting up a cozy photo spot.
  • Workshops or Classes:
    Host holiday-themed workshops, such as wreath-making, cookie decorating, or gift-wrapping, to draw customers into your space while showcasing your expertise.

Build Loyalty Beyond the Holidays

Keep the momentum going by focusing on customer retention:

  • Collect Customer Information:
    Offer incentives for joining your email list or loyalty program, such as a small discount or early access to new products.
  • Show Appreciation:
    Send thank-you notes or emails to holiday shoppers, along with a discount code or special offer for their next purchase.
  • Stay in Touch:
    Use email newsletters to keep customers informed about upcoming events, new products, and promotions.

By actively promoting the Shop Small movement and creating a memorable shopping

experience, you can strengthen your connection with customers, boost sales, and foster a vibrant local business community during the holiday season.

Wrapping Up: The Impact of Shopping Small

This holiday season is a unique opportunity for small businesses to thrive. By embracing the Shop Small movement, you’re not only boosting your success but also strengthening your community. Every local purchase supports jobs, fosters innovation, and builds meaningful connections.

Let’s inspire local support and show the power of shopping small—every sale is a step toward growth, connection, and a stronger community. Here’s to a successful holiday season for small businesses!

Clearent by Xplor Profile Picture

by Clearent by Xplor

  • First published: November 22 2024

    Written by: Clearent by Xplor