November 22, 2017 | Holly Yalove

How to Leverage Small Business Saturday in Your Marketing

November 25, 2017 is the 7th year for Small Business Saturday®, a day dedicated to the celebration and support of small businesses accross the US. If you haven't already planned for a related promotion in your 2017 marketing plan, there's still time!

Originally launched in 2010 by American Express to help small businesses suffering in the recession, the Saturday after Thanksgiving was named Small Business Saturday to encourage more holiday shopping in small local shops, at farmer's markets, and from individual producers.

According to a survey by AMEX and NFIB, participation has improved each year since the launch. By 2016, small business owners enjoyed an estimated $15.4 billion dollars generated by the 112 million people who came out to shop.

If you haven't already planned anything for Small Business Saturday in your marketing, it's not too late. You can still join the celebration this year, and get a head start on your 2018 strategy.

Ideas for This Year

  • Download a mulititude of free promotional materials provided by AMEX here
  • Use the Shop Small® Studio to create customized marketing materials for your online store, retail location, and social media accounts
  • Get ideas from the Small Business Saturday 101 how-to videos and blog posts
  • If you're a qualifying merchant, make sure you're listed on the Shop Small map 
  • Reach out to your local Chamber of Commerce—many are listed as Neighborhood Champions and may have events planned in your area
  • Create a promotion in honor of Small Business Saturday and promote it to your loyal customers and prospects using your website and blog, email marketing, and social media.
  • Make a positive impact on your community by supporting fellow small businesses on November 25th!

Planning for 2018

  • Use the list above to plan next year's promotional activities and offers


Whether you're a part of a small business or just a person who enjoys a locally-roasted cup of coffee, we all benefit from our community's businesses. So recognize Small Business Saturday in your marketing, or just get out there and shop. I know I will be!

Want to drive more local business? Improve your search ranking by removing duplicate and inconsistent business listings. Check how you're listed with our free scanning tool!

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Holly Yalove

Holly Yalove

As VIEO’s chief strategist and one of our principals, Holly Yalove serves as the head digital and inbound marketing strategist for our clients. She has used her extensive management, sales, and marketing experience to dramatically increase our digital marketing business, helping us become the well-rounded agency we are today.

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