Is Your Brick-and-Mortar Business Ready for Small Business Saturday?

With Thanksgiving just around the corner, families will be gathering with loved ones to remember what’s truly important in life. But the day after, for many, is all about shopping as the holiday retail season propels into high gear.

Countless news reports have detailed the frenzy and hubbub on Black Friday, when shoppers lace up their sneakers to face the crowds. A new movement has even developed, encouraging Americans to shop at small, independent businesses.

What Is Small Business Saturday?

Dubbed Small Business Saturday, countless individuals have pledged to shop locally and support their local economy on Saturday, November 26.

With a renewed focus on small businesses, the day presents an ideal opportunity for small brick-and-mortar business owners to connect with new customers. But a question remains for the small business marketer: after customers have stepped in the door for the first time, how can you keep them coming back throughout the year?

Continue the Conversation on Email

With the increased interest in small, local brick-and-mortar businesses, it’s important to get your subscriber list ready for a rush of new customers on Small Business Saturday. Here’s some tips to help you get the most out of the day:

  1. Create a plan for asking permission and collecting email addresses in your store. If the customer indicates interest in your product, then perhaps they’ll want to hear about future sales, promotions or new products! Consider offering an incentive for individuals to sign up, such as a coupon or discount off of a future purchase.

    2. Where can you collect their email addresses?

    • Ask for it at checkout

    • Have a sign up sheet on your sales counter

    • Place a basket or fishbowl where they can drop in their email address

    • Post a QR code linking to your web form where customers with smart phones can sign up immediately

  2. Is there any additional data you’d like to collect to segment your emails in the future? Asking a few brief questions can provide valuable opportunities for future targeted messages.

  3. Individuals are typically most interested right after they first subscribe, so prepare your confirmation message in advance outlining the types of emails they can expect – along with a friendly welcome message thanking the customer for their business.

  4. Continue reaching out to this group throughout the year!

Small Business Saturday and You

Are you planning to participate in Small Business Saturday? How do you plan to integrate your email marketing?

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