Corporate online retail giants dominate the consumer industry, but there’s a special day dedicated to celebrating the heartbeat of our communities – Small Business Saturday.
This annual event falls on the Saturday after The United States’ Thanksgiving, and it encourages consumers to shift their focus from big-box stores to the unique and local businesses that embody their communities, values, and personalities.
It’s vital now more than ever for consumers to shop small, but it’s our responsibility as business owners to reflect why we matter and how it will add value for consumers to shop small.
Why shopping small matters
Shopping small has become more popular since the pandemic and the uprise in technology. We saw many small businesses have to shift their business models or close entirely.
That’s the thing with being a small business owner, we have to be innovative and creative. It’s the lifeline of how we create success, and it’s crucial our audiences know just how important it is they shop local and small.
If you need a few reasons to remind consumers to shop small this holiday season, here are a few to get you started.
- Community Impact
It’s important to let your consumers know that by shopping small, they’re directly contributing to the growth and sustainability of a community. If your business supports a cause or a local project, it’s important to let your audience know.
For example, if 1% of your revenue goes towards a foundation, let your community know that purchasing from you doesn’t only support your business, but also supports the cause you’re donating to.
Need a little more information about the power of social impact? Find out here.
- Personalized and more connected experience
Local and small businesses tend to provide an experience consumers wouldn’t normally get from big box stores. Whether you’re selling a physical product or service, more often than not, you’re going to provide a tailored experience that fits your audience’s needs or wants.
*Pro tip for business owners: The better the client experience, the better client retention will be. Who doesn’t love customer loyalty? Need to add a little something to your client experience? Head over here to check this blog out.
Aligned values in messaging
In addition to donating to causes we care about, how can we showcase the values we hold closest to us?
For example, if you sell sustainable products, an important value of yours could be being environmentally friendly. Are you highlighting this in your messaging?
How to position yourself as the small business solution
It may take a little more than just letting people know the importance of shopping small… because while it may be valuable to shop small, it isn’t always the most viable option.
With the hustle and bustle of Black Friday and Cyber Monday, how can you pair the value of shopping small with practicality?
Create a special offer
While we may not be able to slash prices on our goods and services like big box stores, we can still craft compelling offers.
Here are a couple you might want to consider:
- Bundles – Are there any services or products you can bundle together? Perhaps it’s something your audience wouldn’t normally be able to get otherwise.
- Exclusive discounts – Is there anything in your backstock that hasn’t been purchased in a while you could reposition and offer at an exclusive rate? This could also be a great way to encourage your audience to join your email list.
- Offer expedited shipping (physical or digital)
If you’re selling a product, then this can be key to someone buying from you or someone else. If someone is buying something as a gift, they’re going to need it quickly.
The same goes for digital products. The feeling of receiving something as soon as you buy it is elating. Don’t wait days to deliver a product (unless you’ve advertised it this way). Get it in their hands quickly, so they jump right into a client experience they won’t forget.
Highlight your unique story
Every small business came about for one reason or another and yours is no exception. If the pandemic taught us anything, it’s that humans crave human connection (it feels like we should’ve seen that coming). What story can your background and perspective share with your audience?
Do you want to learn more about crafting a compelling story for your business and personal brand? Head right on over here.
Engage with the community
Are you showing up where your audience is at? From both online and offline, it’s vital to put yourself out there because if we just wait for our audience to find us… they won’t. It’s our responsibility to show people what we can offer.
That’s the beautiful thing about being an entrepreneur, isn’t it? There’s no limit to the amount of people we can reach, and we get to honor that on Small Business Saturday. The day we get to shine.
About The Author
Rachel Gogos is a multi-passionate entrepreneur with a strong desire to help people by creating strong personal brands and businesses. She’s personally launched dozens of books, e-products, and services; and hundreds of products and services with her clients. She started her career at the United Nations headquarters in New York City, where she helped create the look and feel for the organization’s first website.
Today, in her current role running brandiD, Rachel channels over 15 years of marketing and communications experience into each and every website for brandiD’s clients.
And check out her book, Build Your Brand: The Distinctive Guide to Soul-Based Marketing. It will help you uncover your personal brand.