Founded by American Express in 2010, Small Business Saturday® has become a cornerstone of the holiday shopping season, providing communities nationwide with an opportunity to rally behind local entrepreneurs. Community leaders play a crucial role in ensuring Small Business Saturday reaches its full potential in driving foot traffic and sales to neighborhood businesses.

While online shopping offers convenience and competitive prices, downtown entrepreneurs have a powerful advantage: unique in-person experiences, especially during the holiday season. Small Business Saturday provides an excellent opportunity to showcase what makes local businesses special, drawing crowds to shop, eat, and experience your downtown sector. To maximize the impact of Small Business Saturday and help local businesses compete effectively in today’s retail landscape, it’s important to implement a plan, engage with resources, and learn from the successes of other communities. 

Drawing from successful initiatives across Main Street America’s network of communities, here are 9 strategies that community leaders can implement to maximize Small Business Saturday’s impact in their communities.

1. Become a Neighborhood Champion

First and foremost, a vital step that community leaders can take to maximize the impact of Small Business Saturday is joining American Express’s Neighborhood Champion program. This initiative empowers local leaders to organize community-wide Small Business Saturday events and provides valuable resources to amplify their efforts.

As a Neighborhood Champion, you’ll receive materials and resources to help you:

• Inspire Your Community: Encourage everyone to shop local and support small businesses throughout the holiday season. 
• Host a Local Event: Partner with local businesses to create a festive event on Small Business Saturday. 
• Get a Free Shop Small® Kit: Receive exclusive merchandise to promote your events!

All Main Street America members are pre-qualified for the program on a first-come, first-served basis, making it an accessible opportunity for organized community leaders.

Learn from past Neighborhood Champions

2. Create Instagram-Worthy Shopping Experiences

Younger generations seek experiences worth sharing on social media when shopping in stores. Successful communities have discovered that creating photo-worthy moments significantly amplifies Small Business Saturday’s reach.

Consider implementing:

• Selfie stations with Shop Small branding (from your Neighborhood Champions kit!) throughout your downtown area
• Interactive art installations that encourage social media sharing
• Themed photo opportunities that capture your community’s unique character

3. Transform Shopping into an Interactive Adventure

Make Small Business Saturday more engaging by gamifying the shopping experience. Communities across the country have found success with:

• Shopping Passports and Bingo Cards: Create challenges that encourage visitors to explore multiple businesses throughout your downtown or Main Street area.
• Scavenger Hunts: Design community-wide treasure hunts that lead shoppers to different local businesses, with prizes that encourage return visits.

4. Extend the Celebration Beyond One Day

Rather than limiting support for small businesses to Small Business Saturday, consider building on the customer excitement by celebrating small businesses even beyond November 29^th. This approach could help sustain momentum and provide multiple opportunities for community engagement.

Here are a few ways to extend the celebration:

• Continuous social media campaigns showcasing different businesses
• Business education workshops in partnership with their local SBDC
• Multiple contests and engagement opportunities throughout November
• Holiday season-based programming with a variety of experiences that invite shoppers to your downtown

5. Offer Strategic Incentives and Loyalty Programs

Coordinate with local businesses to create compelling incentives that drive traffic and encourage repeat visits. Successful approaches include:

• Community-Wide Loyalty Programs: Create programs that span multiple businesses, encouraging shoppers to visit several locations.
• Collaborative Promotions: Encourage businesses to partner for cross-promotions and joint events, creating a more vibrant shopping experience.

6. Focus on Storytelling and Community Impact

Help your community understand why Small Business Saturday matters by sharing compelling stories about local business success and community impact. Effective storytelling strategies include:

• Highlighting specific businesses that have thrived thanks to community support
• Sharing economic data about the impact of shopping locally
• Creating video testimonials from business owners about what community support means to them
• Developing blog content that showcases the human stories behind local enterprises

7. Leverage Multi-Channel Marketing Campaigns

Successful Small Business Saturday promotion requires a comprehensive marketing approach across multiple channels:

• Social Media: Utilize Instagram, Facebook, TikTok, and other platforms with strategic hashtags and consistent messaging. (Note that the official Small Business Saturday hashtags are #ShopSmall and #SmallBizSat)
• Traditional Media: Partner with local newspapers, radio stations, and television outlets to amplify your message.
• Email Marketing: Reach directly into community members’ inboxes with compelling Small Business Saturday content.
• Word-of-Mouth: Engage volunteers, especially younger community members, to help spread awareness through personal networks.

8. Host Live Demonstrations and Interactive Experiences

Create opportunities for shoppers to engage directly with local artisans and business owners through:

• Live workshops hosted by participating businesses
• Artisan demonstrations showcasing local craftsmanship
• Interactive experiences that highlight what makes each business unique
• “Meet the Owner” events that personalize the shopping experience

These activities transform shopping from a transactional experience into an educational and entertaining community event.

9. Measure Success and Plan for the Future

Track the impact of your Small Business Saturday efforts to demonstrate value and improve future events:

• Foot traffic data showing increased visitors to participating businesses
• Sales metrics documenting the day’s economic impact
• Social media engagement measuring online reach and interaction
• Participant feedback gathering insights for continuous improvement

Use this data to show community stakeholders the value of Small Business Saturday support and to refine strategies for even greater success in future years.

Making Small Business Saturday Work for Your Community

Small Business Saturday represents more than just one day; it’s an opportunity to strengthen the economic foundation of your community while celebrating the entrepreneurs who make your town unique. By implementing these strategies, community leaders can create memorable experiences and drive momentum for small businesses while building lasting relations between residents and local business owners.

The key to Small Business Saturday success lies in understanding that every community is different. The most effective approach will be tailored to your community’s specific character, resources, and needs.

Whether you’re organizing your first Small Business Saturday event or looking to enhance existing efforts, remember that the goal extends beyond a single day’s sales boost. You’re building a culture of community support that sustains local businesses throughout the year and contributes to a thriving local economy that benefits everyone.

Ready to get started? Apply to become a Neighborhood Champion and access the resources you need to make this year’s Small Business Saturday the most impactful yet!