Stock Up On Potentially Popular Items

The last thing you’ll want is to run out of your most popular merchandise before the season even begins. That’s why it’s critical to understand your product or service demands during the holiday season, said David Gilbert, founder and CEO of small business lender National Funding. Plan strategically in advance, he said, and stock up on popular items. Look at the purchase history for your biggest shopping days to get an idea of what customers want, and place them in easily accessible areas of your store.

Offer special discounts and promotions. Like Black Friday and Cyber Monday, Small Business Saturday is a great day to offer special deals to entice customers. A 2016 survey by Infusionsoft and Pollfish found that the most popular Small Business Saturday promotions in 2015 were limited-time offers (24%), free gift offers (21%), coupon discounts (20%) and “buy one, get one free” offers (19%).

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Reinvest in social media. When business gets busy, social media is often the first thing to get pushed aside. But you should consider it a critical part of your marketing plan, said Mattingly. “Creative and purposeful content can capture the attention of consumers, which, in turn, creates shares and engagement.”

Ideally, you should come up with a plan to promote your Small Business Saturday offers two to three weeks before it happens. (It’s not too late if you haven’t started yet, though!) Decide which platforms you want to post on, what you will post, and what you hope to achieve by posting. Are you trying to drive more traffic to your store? Are you trying to increase awareness of your product? Continue to post once or twice a week leading up to the day, making sure to include all necessary information, like your location and any relevant promotion or event details.