A Retailer’s Last-Minute Small Business Saturday Checklist

✅ Make sure you’re on the map

Register your business on the American Express Shop Small map so nearby shoppers can find you. Many customers use it to locate small businesses to support. Register at least three days in advance so you get a piece of the action.

You can do that by logging in to the system to enter your details and opt in to show your business on the map. Follow up again before the weekend to make sure you’re included. Reach out to customer support if you still can’t find your business.

✅ Review your inventory

Check what you have in stock to figure out which items you can offer at a discount or in a bundle deal on Saturday. Look for items you have too many of, ones that are perishable with upcoming sell-by dates, or ones that take up storage space you can put to better use.

You don’t need to match big-retailer prices. Shoppers who seek out small businesses expect to pay a little more, and a small discount still feels generous. It also helps in this expense-heavy time of year.

✅ Offer incentives

On top of discounts, you can offer other perks to make customers appreciate your business and keep them coming back.

You can, for example, offer a small gift like a keychain, a headband, or even a homemade Christmas cookie with every purchase made on Saturday. You can also reward customers who share your business on social media.

You can add a complimentary greeting card to every gift you wrap. If it’s branded, it’ll double as almost free advertising for your business.

Another idea is to hold a raffle. Give a ticket for every purchase over a certain amount, based on what you sell and the value of the prizes you can offer.

✅ Spread the word

Make sure everyone knows your store is open and taking part in Small Business Saturday. Create clear messaging with your Saturday opening hours and any special promotions you’re offering that day.

Easy ways to spread the word include:

• Social media: post your hours and promotions on your business pages, and your personal ones so friends and family can share.
• Email: send a quick newsletter to your existing customers.
• Website: add a banner so visitors see your plans right away.
• In-store signage: tape a physical sign to your shop window or door.

✅ Make your store more welcoming

Make sure your store looks its best on the big day. Take some time to tidy up and remove clutter and outdated stock so customers feel comfortable and find what they need.

Consider hanging some decorations or offering a few refreshments like hot cocoa or nonalcoholic punch. These are inexpensive and you can make them in large portions in advance. With a drink in hand, customers feel welcome and are more likely to stick around and find what they’re looking for.

✅ Motivate your team

With more people coming in, you’ll likely need more hands than usual to make this day a success. Ask your team to be available on Saturday and explain how important the boost in sales can be for your shop.

Keep your team motivated by offering larger commissions on sales or a bonus for the day. You can also hold a friendly contest between employees, with the person who brings in the most sales getting a special prize like a spa day or movie tickets, based on your budget.

Another great option is to organize a team dinner the following week. Host it at a restaurant, at the store, or at your home to personally thank them for their hard work and their part in the day’s success.

Is Small Business Saturday always after Black Friday?

Yes, it is always the Saturday right after Thanksgiving, the day after Black Friday and just before Cyber Monday.

Who sponsors Small Business Saturday?

American Express founded it in 2010, and the SBA has co-sponsored it since 2011.

Is Small Business Saturday still a thing?

Yes, it runs every year and has grown into a lasting holiday shopping tradition.