In 2010, American Express founded Small Business Saturday® to back small businesses and keep communities thriving. Main Street America has been a proud supporter since the beginning, and we are honored to once again team up with American Express to help rally communities to support their local businesses for the 15^th Small Business Saturday on November 30, 2024.

As we approach this milestone celebration, we’ve compiled 15 creative ways for Main Street and downtown leaders to make this year’s Small Business Saturday truly special. 

Let’s dive in!

1. Be a Neighborhood Champion
 

Join the ranks of leaders rallying their communities around small business owners by becoming a Neighborhood Champion.

This program, initiated by American Express, empowers local leaders to rally their communities in support of small businesses. We invite you to apply to be a 2024 Neighborhood Champion and help us make this year the most impactful yet. As a Neighborhood Champion, you’ll:

• Energize your community to Shop Small® on Small Business Saturday, November 30, and throughout the holiday season.
• Organize and host a local event in collaboration with small businesses in your area.
• Receive a complimentary Shop Small kit, packed with merchandise to promote and support small businesses all season long. This year, the kits will include new I SHOPPED SMALL stickers for small business owners to share with their customers, thank them for their business, and encourage others to Shop Small on Small Business Saturday.

As in past years, all Main Street America members have been pre-qualified to serve as Neighborhood Champions on a first-come, first-served basis. Space is limited so apply for your spot before applications close. All you need to do to apply is fill out a brief Neighborhood Champion application and indicate you were referred by the Main Street America network*. 

Apply to be a Neighborhood Champion now.

*Terms apply. 

2. Remember The ​“Why”

As we celebrate 15 years, take a moment to reflect on why Small Business Saturday matters. Share stories of local businesses that have thrived thanks to community support. Highlight the economic and social impact of shopping small in your community. Looking for inspiration? Here’s a compilation of reflections on what Small Business Saturday means to leaders and business owners in the Main Street network.

3. Keep it Simple

Sometimes, the simplest ideas are the most effective in bringing the community together. Don’t overwhelm yourself or your businesses by trying to master every promotion, event, and new marketing trick under the sun. Focus on a few key activities that will have the most impact. Use data from previous years to give you insights on which activities and promotions have been the most successful and focus on optimizing those. 

4. Prep Your Business Owners

Host educational workshops or provide resources to help local business owners make the most of Small Business Saturday. Topics could include social media marketing, customer service tips, or how to create enticing in-store displays. Looking for resources to help support your small business owners? Check out Main Street America’s Small Business Support hub here.

5. Partner Up!

When it comes to successful community events, we all know that collaboration is key. Engage with local organizations that could benefit from involvement with Small Business Saturday, such as your local Chamber of Commerce or SBDC. Work with the local library or school system to set up kids’ activities to encourage more family participation. You can also encourage business owners to partner with each other for cross-promotions or joint events. This not only spreads the workload but also creates a more vibrant shopping experience for customers.

6. Extend the Celebration

Extend the celebration beyond just one day. Consider a week-long series of events leading up to Small Business Saturday, or follow-up activities to maintain momentum throughout the holiday shopping season. Interested in what this could look like? Read this blog for information about how to keep the Shop Small momentum up all season long.

7. Create Instagram-Worthy Moments

Create photo opportunities or interactive installations around town that encourage visitors to share their Small Business Saturday experience on social media. This could be anything from a themed selfie wall to a community art project. For ideas and inspiration, check out some of the most innovative Small Business Saturday ideas of all time here.

8. Incentivize Your Shoppers

Work with local businesses to offer special promotions, discounts, or loyalty rewards for Small Business Saturday shoppers. Consider creating a community-wide loyalty program that spans multiple businesses.

9. Turn Shopping into an Adventure

Turn shopping small into a fun challenge. Create a shopping passport or bingo card that encourages visitors to explore different businesses throughout your downtown or Main Street area. 

10. Create Opportunities for Interaction

Engage shoppers with interactive experiences. This could include live demonstrations by local artisans, mini-workshops hosted by businesses, or even a community-wide scavenger hunt. For example, in 2022 the Ortonville Downtown Development Authority in Ortonville, Mich., used selfie photo frames to encourage shoppers to post about their adventures online! 

11. Involve New Audiences

Reach out to groups that might not typically participate in Small Business Saturday. Partner with local schools, colleges, or community organizations to bring in fresh faces and ideas. In 2022, MainStreet Oceanside partnered with their local community college to engage with younger audiences, inviting student artists to participate in a local makers’ fair and encouraging participation through a selfie scavenger hunt. This partnership led to their largest and most well-attended Small Business Saturday up to that point. 

12. Amplify Your Message

Leverage all available channels to promote your Small Business Saturday events. Use social media, local press, community boards, and word-of-mouth. And of course, don’t forget to utilize the resources provided in your Neighborhood Champion kit! Here’s where to apply.

13. Create a New Tradition

To mark the 15^th Small Business Saturday, introduce a new tradition or event. This could be anything from a Small Business Saturday parade, a makers’ market, or a food fair featuring dishes from local restaurants.

14. Measure Your Success

Measure the impact of your efforts. Collect data on foot traffic, sales, and social media engagement. This information will be valuable for planning future events and demonstrating the importance of Small Business Saturday to your community. 

15. Keep Up the Momentum

Use the energy and lessons from Small Business Saturday to fuel year-round support for local businesses. Consider quarterly events or ongoing campaigns that remind residents of the importance of shopping small.

As we celebrate 15 years of Small Business Saturday, let’s make this year the most impactful yet. By implementing these ideas and becoming a Neighborhood Champion, you can help create a vibrant, thriving local economy that benefits everyone in your community. 

Here’s to 15 more years of supporting the heart of our towns and cities — our small businesses!