Marketing
A Small Business Saturday Plan That Starts Weeks Early
By Mohamed Eltoukhy, founder of EVOGENCY ·
Small Business Saturday falls on the Saturday after Thanksgiving, sandwiched between Black Friday and Cyber Monday. It's a day when many shoppers deliberately choose local businesses. The ones who benefit most aren't the ones who post about it that morning. They're the ones who started planning weeks earlier.
Here's a simple plan you can follow, even if you've never done anything for it before.
Four weeks out, decide what you're offering
Pick one clear reason for people to visit or buy that day. It doesn't have to be a big discount. It could be a limited item, a gift with purchase, a special bundle, a free class or demo, or gift cards with a bonus. Service businesses can offer gift certificates or book future appointments at a special rate.
Keep it simple enough to explain in one sentence.
Three weeks out, team up locally
Small businesses do better together. Talk to neighboring businesses about cross promoting, sharing a map of participating shops, or running a joint giveaway. Check whether your local chamber of commerce or business association is organizing anything, since many do.
Two weeks out, tell your existing customers
Email and text your past customers who've agreed to hear from you. Tell them what's happening, when, and why it matters. Post on your social profiles. Add a Google Business Profile post with a photo and a clear date.
One week out, prepare the store and the website
Make sure your hours are correct everywhere, including Google. If you're opening early or staying late, set special hours. Make your offer visible on your website's homepage and confirm your online gift card purchase works on a phone.
Prepare the physical space too. Signage, stock, extra staff, and a simple way to collect emails from new customers, with their permission.
On the day
Post photos throughout the day showing real people and real activity. Thank customers personally. Mention any partner businesses. Make it feel like an event, not just a sale.
The week after, follow up
This is where most businesses drop the ball. Send a thank you to everyone who came in or bought. Invite new customers to come back with a reason to return, like a January offer. Ask for reviews from every customer who bought, the same way you normally would.
Why it matters
The real win isn't the sales on one Saturday. It's the new customers you meet and keep. A business that turns a busy day into a growing customer list benefits all year.
Start now
Write down your one sentence offer today and put the dates on your calendar. If you want your Google profile and website ready for holiday searches, our free audit is a quick way to find the gaps.
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