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3 Fundamentals for Small Business Saturday Success!

Handling your business just in time for the holidays

With the holidays right around the corner, customers are beginning to search for the perfect gifts for those special people in their lives. This also brings one of the most highly anticipated shopping events nearer. And while yes, Black Friday looms closer, it’s the following day that’s cause for excitement!

Several years ago, American Express saw the attention large corporations received on Black Friday and felt that small businesses deserved the same recognition. Their solution: Small Business Saturday. This year, it falls on November 25, and it’s a huge opportunity to promote your brand, build your business, and encourage your community to shop locally. While the event is technically after Thanksgiving, it’s important that you grab your slice of the retail pie.

So, how can you get in on the excitement? Here are three suggestions to help you achieve Small Business Saturday success!

Small Business Saturday Storefront

1. Take Advantage of FREE Marketing Tools

Use free marketing tools from American Express to boost your print and digital marketing efforts. The best part— they’re easily personalizable for your business! Sign up ASAP and start promoting your store’s event to jumpstart your Small Business Saturday success.

Use Stuller First® to your advantage. If you’re a Stuller First® member, you get access to our Marketing Image Portal, a vast resource of professional photography. And as always, our marketing materials are yours to share. Use these images in your promotions for the big day.

Keep an eye on Stuller’s Facebook page for new product posts and valuable content to share in the days leading up to the event. This will help to tease your customers with the newest items they can find at your store and leave them wanting more.

Coordinate community efforts by offering to share promotional posts for your fellow local businesses and request that they do the same for you. When you band together and support each other, your reach expands exponentially!

2. Create an Experience

Small Business Saturday Success BadgePartner with local businesses to cross-promote your event. Need ideas? Perhaps you can join forces with a local bakery to offer a sweet treat to those who enter your store. Or, partner with a local nail salon for discounted manicures with ring purchases. Be creative! These small added perks help bring more customers into your store while creating a memorable gesture that goes a long way.

Beef up your visual merchandising. Display promotional and new products front and center and take liberty in creating unique displays that will catch the eyes of window shoppers and draw them into your store.

Hold promotional contests and drawings. You can do this yourself, or this is another excellent opportunity to partner with local businesses for giveaways, etc.

3. Stock Up and Pare Down

Get your inventory in check. Stock up on new items to have the hottest styles available for purchase. Did you wait until the last minute? No worries: we’ve got you covered. Most Stuller items are in stock and available for next-day delivery! But act fast to beat the Holiday rush!

Eliminate inventory. Those pieces collecting dust are perfect promotional items for giveaways, drawings, and contests. Or, pair them with bestsellers for a one-day-only bundle deal.


These tips are just a few ways to kick off your holiday season and bring Small Business Saturday success to your store. Right now, your top objective is to promote, promote, promote on social media, in print, radio, television, and on your website. If you want your customers to show up in droves, make them aware that something special is in the works.

How do you plan for Small Business Saturday success? Share in the comments section below, and let’s make it Small Business Everyday!

Small Business Saturday Success Graphic

Editor’s Note: This post was originally published on November 16, 2015 and has since been completely revamped for accuracy.

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