North Massapequa, NY: Customers browse clothes during a private shopping party at Lola’s … [+]
Not long ago, the word was on the street that physical stores were dying and online shopping was the future. Sheri Lambert, associate professor of marketing at the Fox School of Business at Temple University said. These reports were false. “Brick and mortar is not dead,” Lambert says.
However, sometimes it’s necessary to remind shoppers what they love about in-person shopping: the personalized attention, the experience of being able to touch or try products, and the certainty that their purchase will have a positive impact on store sales. the company. bottom line, which is especially true for small businesses. Small Business Saturday does all this and more.
Situated between two of the biggest shopping days of the year – Black Friday and Cyber Monday – is Small Business Saturday, which has become an annual shopping tradition for many. Launched in 2010 by American Express
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To draw attention and mobilize support for small businesses, the day has evolved into an opportunity for small retailers, small service providers and micro-manufacturers to shine.
Although it was only one day, supporting small businesses during those 24 hours yielded significant results. THE Saturday Small Business Consumer Survey 2022 funded by American Express, reported that approximately $17.9 billion was spent by U.S. consumers with small businesses on that day in 2022.
This year, many businesses are extending Small Business Saturday into Small Business Week, or even Small Business Month.
That means it’s not too late for small business owners to prepare and promote all the reasons consumers should stop by during the holiday shopping season.
Strategies for success
To achieve a short- or long-term sales boost from Small Business Saturday, consider taking one or more of the following steps to attract shoppers to your business and then get them to spend.
Make it an experience
“The longer shoppers stay in the store, the more they will spend,” Lambert says. The key is to give them a reason to stay. While it doesn’t have to be a full-fledged event, like a trunk show or product demo, offer services that your buyers will appreciate, she recommends.
For example, at Chic collections, a women’s clothing boutique in Malvern, Pa., owner Tina Corrado offers free pet photos with Santa on Saturdays for small businesses. In addition to hiring a Santa for the day, she also makes sure there are enough handlers to handle the animals while their owners run errands, as well as helpers to take Polaroid photos of the cuties companions on Santa’s lap. The fact that Corrado’s store doesn’t sell pet supplies is irrelevant. She knows her best customers and knows they bring their dogs with them everywhere they go.
Brittany Cox, owner of Southern Local, which sells clothing and gifts, takes a similar approach, hosting monthly block parties with other boutiques in downtown Alpharetta, Ga., to raise awareness and drive traffic ahead of Little Girls Saturday businesses. On Saturday, when she expects more than 200 customers, the store will offer Prosecco to lighten the mood. Cox wants shopping to “feel like going to a house party.” I want everyone to socialize, laugh, and feel comfortable enough to ask for help.
Keeping them in the store for a long time also makes them more likely to spend more, according to Lambert.
Focus on service
During the holiday season in particular, customers will opt for easy over hassle; hence why valet parking operations are popping up in shopping malls, for example. Think about how you can incorporate more customer service into your business, Lambert advises. Not only will this attract more buyers, but customers will also stay longer, potentially spending more money.
Making shopping easier could be as simple as offering comfortable padded seats for tired friends and free coffee or mimosas for parched customers. Lambert also suggests offering free gift wrapping, as another incentive. Being able to leave with gifts already wrapped is a considerable advantage for the customer.
Collaborate with other local businesses
A few years ago, Princeton, Indiana, created a Monopoly-inspired map to encourage shoppers to visit each participating business on Small Business Saturday, reports Scott Hartley, who owned a business there. Each store stamped a shopper’s card, and once the card was full, the shopper was entered into a drawing for a large gift certificate redeemable at one of the participating merchants, he said. “Not only did this attract foot traffic and generate sales on Small Business Saturday, but it also created repeat visits from a large number of residents,” says Hartley.
“The power of small business Saturday, especially in local retail stores, is community,” he says.
However, collaboration does not have to be limited to local businesses. Abby Michaelsen, founder and CEO of Home of the declaration, which sells Jack of all Trays, shares other small businesses’ brands on social media to attract business to them on Small Business Saturday. She says, “I love sharing other women-owned small businesses that I think my customers would love, especially those that have products that make great gifts!
Offer insight
Use Small Business Saturday to encourage in-store shoppers to try new products or flavors that aren’t yet available online, suggests Diamantis Pierrakos, co-owner of Laconiko of Manassas, Virginia, which produces artisan olive oils from trees on the family’s Greek estate. Tease “Be the first to…” as an intriguing message to entice your customers to stop by. Then, wow them with your products and services, so they become long-time fans of your business.
Give a behind-the-scenes view
Statement Home’s Michaelsen doesn’t have a brick-and-mortar business, so she works hard to give her buyers a glimpse into the inner workings of her small online business. On Small Business Saturday, Michaelsen Marketing “features my story, photos and videos of me through the journey of starting my business in a garage, as well as the successes throughout the day,” says- She.
Instead of promoting dollar or percentage discounts like most big box stores, she highlights her company’s history to try to attract attention.
Likewise, Carmen Lopez, founder of Current store, a vintage designer and thrift store that operates online and across three physical locations, strives to create a personal connection with customers by “showing them a glimpse of our business and the people who make it all happen “. That means highlighting staff members and showing behind-the-scenes videos of daily operations and inventory, “which makes them feel more connected to our business,” she says.
Dangle a gift with purchase
Southern Local’s Cox asked a small business to create custom sweatshirts to give away for every $175 purchase. The sweatshirts say “In My Shop Small Era” on the front.
This year, many companies are offering gifts with purchase to encourage spending. For example, businesses of all sizes offer an additional free gift card when purchasing a gift card. Offering a complementary product with purchases from particular brands is another way to differentiate a business.
Ask for the company
It’s easy for promotions and ads touting deep discounts to get lost in the crowd this time of year. Buyers can be overwhelmed by the amount of information overflowing their inbox. That’s why Lopez makes sure to ask for the affair. “One of the most effective methods for increasing sales on a popular shopping day is to ask customers to come and shop that day,” she says.
Lambert also advises small businesses to be innovative this year. “Think outside the box” to offer shoppers more of what they love, like free same-day home delivery from a local store to thwart car thieves, free snacks or free childcare. Imagine what makes shopping difficult during the holiday season, then suggest it. “Make it easy,” recommends Lambert.