Small Business Saturday: 10 Creative Ideas for Destination Marketers
Small Business Saturday is more than just another shopping event—it's an opportunity to celebrate the unique offerings of local businesses that form the backbone of a community while supporting local economies. In fact, for every dollar spent at a small business, approximately 67 cents stays in the local community. Shopping locally keeps money within the community, supporting local jobs and fostering economic growth. Additionally, local businesses often source their products locally, reducing the carbon footprint associated with transportation. For destination marketers, this day represents a powerful moment to highlight the authentic, community-driven experiences that make a destination truly special, while also contributing to the sustainable development of the local economy.
When is Small Business Saturday?
Small Business Saturday, nestled between the chaos of Black Friday and the online rush of Cyber Monday, was first introduced by American Express in 2010. It aimed to spotlight the importance of small businesses in the community and encourage shoppers to turn to their local merchants for holiday purchases. Over the years, it has evolved into a powerful movement, with communities rallying around their favorite local stores, restaurants, and artisans.
For 2024, mark your calendars for Saturday, November 30. That’s when Small Business Saturday will once again invite shoppers to explore the unique offerings of small businesses. With each purchase, you’re not only finding one-of-a-kind gifts but also contributing directly to the vitality and vibrancy of your local economy.
In this article, we dive into some innovative ideas that will make this year's Small Business Saturday unforgettable for your destination.
Create a Small Business Saturday Check-in Challenge
Encourage visitors to explore local businesses throughout your town by creating a check-in challenge. Participants visit designated local shops, restaurants, or attractions and check-in using digital passport technology to track their progress and rewards. Integrating a digital passport into your Small Business Saturday plans not only incentivizes customers to explore but also raises awareness for participating businesses. Each digital stamp could represent a unique shop, promoting a sense of adventure and discovery. Share photos and stories of participants across social media platforms like Twitter and Instagram to build excitement and engagement. Encourage shoppers to complete their passports by offering rewards like exclusive discounts, free products, or entry into a grand prize drawing.
Offer incentives such as discounts, freebies, or even a grand prize for those who complete the challenge. This not only boosts customer engagement but also increases online visibility for participating businesses. Ensure you provide clear instructions and promotional materials to the participating businesses so they can effectively communicate the challenge to their customers. Moreover, consider creating a dedicated landing page on your website where people can find all the necessary details and join the challenge.
Partner with Local Artisans for Pop-Up Events
Infuse your shopping district with the creativity and craftsmanship of local artisans. By hosting pop-up events featuring local talent, you not only offer shoppers a unique experience but also foster a deeper connection to the community. These events can be staged in unused urban spaces, vacant storefronts, or even in conjunction with existing businesses. When local artisans showcase their work, the area transforms into a vibrant hub of activity, drawing in both residents and visitors who are eager to support homegrown talent and take home one-of-a-kind treasures.
Create Interactive Maps and Guides of Small Business Hotspots
One effective way to guide visitors through your destination on Small Business Saturday is by creating interactive maps of local business hotspots. These maps can highlight clusters of small businesses, making it easier for visitors to explore and support multiple shops in one trip. By marking popular neighborhoods, hidden gems, and must-visit stores, you provide a convenient, user-friendly tool that enhances the shopping experience.
To make this process even more efficient, consider using Explore to create mobile-friendly Guides in minutes. With Explore, you can quickly develop interactive maps that not only pinpoint small business locations but also include detailed descriptions, special offers and event information. These Guides are easily accessible on mobile devices, ensuring that visitors can navigate your destination with ease and discover everything your local businesses have to offer.
Engage Influencers to Showcase Local Gems
Encourage influencers who have a significant local following to showcase the hidden gems within your community. By partnering with micro-influencers who are passionate about your area, you can leverage their authentic voices to highlight the unique shops, eateries, and experiences that Small Business Saturday has to offer. Influencers can create engaging content such as blog posts, Instagram stories, and live videos that take their audience on a virtual tour of your destination. This will not only drive foot traffic to local businesses but also enhance the online presence of your area.
Don’t forget to provide these influencers with exclusive deals or special experiences to share with their followers. Consider organizing a curated tour for influencers that includes meet-and-greets with business owners, behind-the-scenes access, and tastings of local products. By creating memorable experiences that influencers can authentically promote, you increase the likelihood of their followers feeling a connection to your destination and becoming eager participants in Small Business Saturday activities.
Highlight Unique Local Products and Souvenirs
Local products and souvenirs hold a special charm that big-box stores simply can’t replicate. Highlighting these unique items offers visitors a tangible memento of their experience and supports the small businesses that add character to your destination. Curate a collection of standout local items and showcase them on your website, social media channels, and in-store displays. By doing so, you create a sense of excitement and exclusivity around these products, encouraging visitors to explore and purchase one-of-a-kind offerings.
Consider partnering with local artisans to feature limited-edition products that can only be found within your destination. This not only enhances the allure of your locale but also provides a platform for local craftspeople to shine. Collaborate with these artisans for pop-up events, workshops, or demonstrations to give visitors a more immersive experience. By putting the spotlight on these distinctive items, you help weave the story of your destination into each purchase, making every souvenir a meaningful keepsake.
Host a Small Business Scavenger Hunt
To maximize engagement on Small Business Saturday, consider creating interactive maps that highlight small business hotspots. These maps can serve as a guided tour of local retailers, eateries, and artisanal shops, offering visitors a curated experience of your destination. By integrating clickable icons, users can easily access information about each business, including their special offerings for the day. This not only promotes foot traffic but also encourages exploration, making the day's shopping adventure more enriching.
In today's digital age, engaging influencers can be a game-changer for your marketing strategies. Partner with local influencers who have a genuine affinity for the area to showcase hidden gems and unique finds. Influencers can provide authentic testimonials and visually appealing content that will resonate with their followers, driving both awareness and foot traffic to participating businesses. Their reach and influence can amplify your campaign, transforming it from a local initiative into a widely recognized event.
Develop Limited-Time Offers and Discounts
Limited-time offers and discounts can generate a sense of urgency and excitement among shoppers, particularly on a bustling day like Small Business Saturday. Consider introducing early bird specials to encourage visitors to explore your destination in the morning. Providing free gifts with purchases or buy one get one free deals can also leave a positive and lasting impression. Take it a step further by creating special holiday-themed bundles of products or services, which can be immensely appealing to customers looking to get a head start on their seasonal shopping. Offering discounts for same-day appointments or services can capture the attention of those who crave instant gratification.
To maximize your impact, partner with multiple businesses to offer cross-promotional discounts. For example, give customers a special discount if they can show proof of purchase from another local store. This encourages visitors to explore more of what your destination has to offer while promoting collaboration among small businesses. Additionally, tying these promotions into your social media campaign can amplify your reach. Utilize your destination's hashtag to alert followers about these exclusive deals, fostering a sense of community and shared excitement. Remember, a well-timed, enticing discount can turn a casual browser into a devoted customer.
Feature Local Stories and Testimonials in Your Campaigns
Sharing authentic local stories and testimonials can significantly enhance your Small Business Saturday campaigns. When potential customers see personal experiences and heartfelt stories from their community, it creates a sense of trust and connection. Reach out to local patrons and business owners to share their experiences and success stories. Whether it’s a family who has run a shop for generations or a new entrepreneur who’s bringing fresh ideas to the neighborhood, these narratives can build a strong emotional connection with your audience. Highlight these stories across various media, including your website, social media channels, and newsletters to maximize reach and impact.
Furthermore, testimonials from local shoppers can serve as powerful endorsements. Encourage satisfied customers to share their positive experiences with your small business, perhaps incentivizing them with a small discount or exclusive offer. Video testimonials can be particularly effective, adding a personal touch that's hard to convey through text alone. Remember, storytelling is a powerful tool in marketing, and by featuring real people and genuine experiences, you make your campaign both relatable and memorable. Additionally, these stories can inspire others in the community to support local businesses, fostering a sense of unity and communal growth.
Leverage Social Media with a Destination Hashtag
Leverage social media with a destination hashtag to boost the visibility of local businesses. Create a catchy and memorable hashtag that encourages users to share their experiences and purchases from small businesses on platforms like Instagram, Twitter, and Facebook. Encourage local businesses to display this hashtag prominently in their stores and promotional materials. By making it easy for customers to participate, you turn every visitor into a micro-influencer, effectively broadening the reach of your campaign.
Here are some engaging hashtag examples to get you started:
#ShopLocal[YourCity]
#[YourCity]SmallBiz
#Discover[YourCity]
#[YourCity]ShoppingSpree
#LoveLocal[YourCity]
#SmallBizSaturday[YourCity]
#[YourCity]Shops
Small Business Saturday offers a unique opportunity to boost your community’s local economy while promoting the distinctive charm of small enterprises. By tapping into creative and engaging strategies like interactive maps, scavenger hunts, and influencer partnerships, destination marketers can help bring attention to hidden gems and drive more foot traffic to these small businesses. Remember, every effort counts in making your destination a thriving hub for community connection and commerce. So, embrace these ideas and watch as they bring vibrant energy and enthusiastic shoppers to your local scene. Supporting small businesses not only enriches the local economy but also fosters a strong sense of community and pride.
