We’ve spent a lot of time talking about and planning for Small Business Saturday over the past several weeks.
We’ve armed you with our best marketing tips for the occasion and helped you set up your brick-and-mortar shop, as well as your website. In short, we’ve covered all the hows … but we haven’t yet talked about the whys.
Yes, Small Business Saturday is good for your bottom line. Last year was the biggest year yet, with 104 million people spending $17.8 billion on Nov. 24, 2018. But while the headline dollar amount is certainly nice, it’s not the only thing that makes the shopping event special.
Here are a few other reasons Small Business Saturday is so important.
The Money Stays Local
In the old days, virtually all shopping was done locally. You bought meat from the butcher, dairy from the milkman and clothing from the department store a few minutes away.
With the advent of big-box stores, that all changed. It seemed silly to support the mom-and-pop shops on Main Street when you could buy your chicken, eggs and Levi’s all in the same place. Once Amazon came along and grocery stores started delivering, you didn’t even need to leave your house. Today, anything your heart desires can be brought straight to your doorstep. Pretty cool, right?
Sure, from a convenience perspective. But the money that you give to Walmart, Costco and Jeff Bezos isn’t doing squat for your community. It’s not paying for the butcher’s daughter to take ballet lessons or going toward the milkman’s son’s tuition.
When people shop local, the money stays local. And Small Business Saturday makes people more likely than ever to patronize the businesses in their own neighborhood.
You Create Long-Lasting Partnerships With New Customers
Humans are creatures of habit. Once they hit on something they like, they tend to stick with it. They buy from the same brands, patronize the same stores and order their takeout from the same restaurants.
The holidays have a way of pushing people out of their comfort zone. They’re not buying for themselves now; they’re buying for someone else. And that someone else has their own favorite brands, stores and restaurants.
This is great news for small business owners. Instead of seeing the same faces day in and day out, you have a chance to bring new customers into your fold. They might be shopping for something specific – a handcrafted candle for their niece, their boss’s favorite chocolates or a one-of-a-kind sculpture for Great Aunt Muriel – but once they’re in your shop or on your website, you have a chance to convert them into a customer for life!
It’s the One Day a Year YOU Have the Advantage
On any other given Saturday, you’ll have a difficult time competing with huge brands. You can’t (and in fact, shouldn’t attempt to) out-discount multibillion-dollar corporations on Black Friday and Cyber Monday.
But on Small Business Saturday – which falls on Nov. 30 in 2019 – you’re the home team, and the refs are on your side. It’s your day; the one day a year the tables turn and shoppers are reminded to flock to your store. It really is the most wonderful time of the year!
Happy Small Business Saturday!
Small Business Saturday is about more than the money. It’s about helping your community, connecting with new customers and taking advantage of your competitive edge. So take a deep breath, knock back some eggnog (or something a bit stronger, if you have it – we won’t judge!), and put your game face on. The big day will be here before you know it!
Whether you need last-minute holiday marketing help or already have your sights set on 2020, Mischa Communication is always ready to lend a hand. Let us know what we can do for your small business!