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Small businesses can capitalize on Small Business Saturday with some planning

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Small Business Saturday — the Saturday after Thanksgiving — is coming up. But it doesn’t always translate to big sales for small businesses. There are some things small business owners should keep in mind when marketing themselves for the big holiday shopping weekend.

FILE - Ashley Crafton looks at tennis shoes at at Shoe Stop while shopping during Small Business Saturday in Wesleyan Park Plaza on Nov. 25, 2023, in Owensboro, Ky. NEW YORK — Small Business Saturday — the Saturday after Thanksgiving — is coming up. But it doesn’t always translate to big sales forAmerican Express introduced a marketing promotion called “Small Business Saturday” 15 years ago. It has been co-sponsored by the Small Business Administration since 2011.

So how can small businesses capitalize on the Saturday — and the rest of the weekend? First, shop owners should make sure they have a strong line of communication with customers. Broadcast deals via customer email lists and social media to entice shoppers into the store. Create your own marketing campaign — or use free marketing assets offered by American Express that are specific to different industries, including dining, beauty and retail. They include posters and suggested social media posts.Team up with other local businesses. Many communities offer a map of local retailers for customers on Small Business Saturday — make sure you’re on it.

Finally, stock up. If you’re offering a promotion, ensure that you have enough stock to deliver on the promotion so customers aren’t turned away empty handed.Anderson reports for The Associated Press on a wide range of issues that small businesses face. She is based in New York.

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