How Indie Retailers Can Participate in Small Business Saturday

While major retail corporations are preparing for Black Friday and Cyber Monday, smaller independent shops are gearing up for Small Business Saturday. What once started as a modest holiday shopping event to put small businesses in the limelight has turned into a global sensation that is being celebrated by many year-round. 

Taking place on the Saturday after Thanksgiving every year, Small Business Saturday was created by American Express in 2010 to encourage support for the local mom and pop shops. This annual tradition is also cosponsored by the Small Business Administration and continues to be an important part of indie retailers’ busiest shopping season. 

Historically, reported projected spending among U.S. consumers who shopped at independent retailers and restaurants on Small Business Saturday reached an estimated $17.9 billion, according to the 2022 Small Business Saturday Consumer Insights Survey, commissioned by American Express.

Helpful Tools for Small Businesses

This year, small businesses need support now more than ever as they navigate, retool and pivot from the ongoing effects of the Covid pandemic. American Express has put together a Small Business Saturday guide on their website to get indie retailers ready for the holiday. 

The #ShopSmall Accelerator consists of three educational videos that share techniques to help small businesses reach the next generation of shoppers. In each episode, viral content creator and journalist Jon Youshaei explores a small brand’s social presence to find real-life examples of getting it right online. 

American Express also boasts a list of free Small Business Saturday marketing materials, including sample posters and social media resources. Now is the perfect time to start promoting this shopping holiday so all of your followers can participate.

Boost Your Mobile Shopping Presence

Another way indie retailers can get ready for Small Business Saturday is by making sure your website and mobile app are in tip top shape. Mobile preference statistics state that 71% of consumers plan on using their mobile phone to shop during the Black Friday/Cyber Monday weekend this year. Fewer people plan to shop using a computer, dropping from 59% in 2022 to 57% in 2023.

Since this is where most consumers will be shopping, you want to make sure your website is completely mobile friendly. If you have an app, also be sure it is working properly and set up to withstand an influx of users. If shoppers are stuck with slow-moving web pages or apps, there’s a likely chance they will abandon their carts and go elsewhere. 

The teams at Small Business Administration and American Express will be kicking off the 2023 holiday season by encouraging consumers to support the nation’s nearly 32 million independent businesses this Small Business Saturday and all holiday season long. Don’t miss out on your chance to participate and bring more awareness to your brand.