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How To Keep the #SmallBusinessSaturday Relationship Going

How To Keep the #SmallBusinessSaturday Relationship Going

Small Business Saturday is an interesting phenomenon. American Express launched the idea back in 2010 to encourage shoppers to patronize small, local businesses. The campaign struck a chord with the American public; participation has grown every year. Last year, consumers spent 5.7 billion.

This is obviously great news for the small business owner. A significant portion of the community values small businesses and what they add to the community!

But there’s bad news too, and it’s that we don’t see these sales spikes occurring periodically throughout the year. Sometimes it’s really hard for a business to make it from this Small Business Saturday to the next. Where’s the disconnect? What can small business owners do to get their once-a-year shoppers through the door more frequently?
The small businesses that are the most successful put a tremendous amount of time and energy into cultivating the relationships they have with their existing customer base. They use multiple communication channels – online, social media, print, television, radio and the in-store experience – to let their customers know they’re valued and important. Cheerful, regular communication is an essential component in increasing return traffic.

The other essential component in generating customer traffic is the sense that patronizing a small business is an event. The best brands put the spotlight on what makes them unique and special. In a world where all the Wal-Marts look pretty much the same, the shop that’s one of a kind stands out. Centering messaging on the idea that shopping with you is special and exciting will help boost customer interest. Well-designed and promoted events add to that sense of excitement. Think through what type of events you can run in order to give people a reason to shop with you. This list can include holidays, sales events, seasonal celebrations and more.

Finally, Small Business Saturday is successful in part because it taps into people’s feeling that they should support small businesses. It makes them feel good to do something that’s recognized as helping the community. We can keep that recognition going on all year long, with reminders of why shopping local matters. That doesn’t have to be your sole or even primary marketing message, but the fact you’re a small, local business should be part of your year-round messaging. It’ll help keep your community minded customers coming back.

If you need help maximizing your Small Business appeal throughout the year, give us a call. We’re here to help, with smart, budget friendly digital marketing plans designed to make your business grow!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

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As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

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