Looking for ways to leverage Small Business Saturday this year? We’ve got you covered. 

But first, here’s a brief history of the annual event — held the Saturday after Thanksgiving — that encourages consumers to support the independent retail channel. 

First observed in 2010 as an American Express initiative to support local businesses in the depths of the economic recession, Small Business Saturday quickly gained widespread traction. One year later, the U.S. Senate passed a resolution in favor of supporting Small Business Saturday and all 50 states have recognized and observed this day since 2012. 

But let’s talk about 2025. According to Adobe Analytics, “One of the biggest upticks from last year is in the concentration of spending around sales events. The five-day period including Thanksgiving, Black Friday, and Cyber Monday are expected to drive nearly one-fifth of sales (17.2%), up from 6.3% last year.” 

While not mentioned, Small Business Saturday falls into that five-day sales window and offers a unique opportunity to compete with big box chains. So how can you, as an independent retailer, prepare for this day, and drive more traffic to your business — both online and in store?  

Consider these four ways to maximize awareness, shopper engagement, and loyalty to boost browsing and convert more customers.

1. Host an Open House for Small Business Saturday

Don’t assume your community will show up on Small Business Saturday. Invite them into your store with an event that celebrates them. 

Here are a few ideas: 

• Cater food and drinks. 
• Promote door prizes and drawings. 
• Offer free samples and product demonstrations. 
• Partner with other local businesses to showcase locally made products that complement the categories you carry. 
• Play holiday music or Christmas movies on your in-store TV displays. 
• Invite a local singer or musician to perform. 
• Decorate for Christmas and invite families to bring their kids to see Santa. 

 Whatever you do, encourage customers to linger and instruct your staff to interact in ways that don’t feel salesy. Create an exclusive atmosphere that gives a sense of FOMO (fear of missing out). But also, let your customers unwind, have fun, and enjoy what might otherwise be a stressful shopping weekend.

2. Offer Exclusive In-Store Promotions for Small Business Saturday Shoppers

Limited-time, special offers always draw a crowd. Let these ideas inspire you. 

• Advertise unique doorbuster deals or early bird specials.
• Offer one-day-only perks, like free delivery or a gift with purchase. 

Don’t forget to promote any extended Black Friday or Cyber Week sales you plan to continue after the holiday weekend. And utilize your social media channels to spread the word as well — ideally before Thanksgiving week to get ahead of the influx of deal notifications.

3. Offer Online-Only Promotions

Speaking of cyber deals, make sure your website is ready for Small Business Saturday, too. In preparation for Cyber Monday and Cyber Week, many shoppers will be browsing online to either purchase or plan their in-person visits.   

Aside from offering your in-store promotions on your website, consider adding a few online-only specials. (NMG’s Oneshop digital platform makes this easy!) 

Other ways you can celebrate online include: 

• Sharing video snippets and photos of your in-store event on your Instagram and Facebook stories.
• Interviewing customers who attended and sharing their quick testimonials online.  
• Posting a blog or social media recap of Small Business Saturday to show how you appreciate your customers. The more authentic and less polished the better. 

 To help with engagement and relationship building, be sure to tag any other businesses or local celebrities you include.

4. Follow Up with Customers After Small Business Saturday

In-store events are ideal for growing your email marketing list. Ask attendees to sign up and receive emails for future events, promotional periods, and other exclusive offers. You can even gather email addresses on your website using targeted popups. 

But don’t wait till the next big announcement. Follow up after the event. Start with a “thank you” email to those who visited your store or your website on Small Business Saturday. For an added perk, consider throwing in an exclusive coupon for a future visit. 

Small Business Saturday is more than a single day dedicated to small retailers. It’s actually a big opportunity to grow your customer base, showcase what makes you special, and build momentum for the rest of the year and beyond.