When the holiday season ramps up, as it is now, it is easy for the small business owner to feel a bit “lost in the shuffle,” particularly when large businesses have enormous advertising budgets that afford them a lot of visibility. Thankfully, there is a day that has been set aside to remind people of the importance, as well as the benefits, of shopping small (as in small business).

Launched in 2010 by American Express, Small Business Saturday will take place this year on November 30, and is “a day dedicated to small businesses across the country.” Members of local communities are encouraged to get out and “Shop Small” the first Saturday after Thanksgiving, right in between Black Friday and Cyber Monday.

When you visit the Small Business Saturday website, you will find numerous resources that can be a great help to you, such as:
- Put your business on the Shop Small map for American Express Card Members
- Link to the OPEN Forum to see what other businesses are doing right now
- Download customizable signage to print for your store
- Access sample social media posts and email campaigns
- Get online banners and Shop Small logos

Whether your business is conducted in a visible shop or whether you work from your computer at home, you can make this special day work for you.

1. Rev the search engine. You can be sure that American Express is putting a lot of information on the internet to promote Small Business Saturday, so make sure that your website follows suit. By talking about it in your blog or by mentioning it in the content of your homepage (or a specially designed page), you increase your chance of search engine visibility.
2. Check (and double-check) for accuracy. Ensure that all of your information on your website, as well as all listings for your business throughout the Internet, are correct. An incorrect address or phone number could keep countless potential customers away.
3. Be sure your shelves are stocked. It would be a shame if people showed up to shop and your cupboards were bare! You’ll make a great impression on new visitors to your business if your store is well stocked and adequately staffed. Don’t think that this tip only applies to businesses with physical locations. If you work mainly from a website, make sure your products/services are displayed prominently. Also consider putting some holiday gift certificates front and center!
4. Promote! Promote! Promote! Get the word out about this big event by using the materials found right on the website! Use the logos, signage, and the email and social media templates to help create awareness of this day and attract shoppers your way.

The website also offers you the chance to connect with other local business owners online so you can share ideas, get inspired, and prepare for the big day together. What a great way to network and promote the small businesses of your area!