Beauty Store Business magazine - January, 2020

Small Business Saturday to Boost Indie Retailers' Holiday Sales

Small Business Saturday to Boost Indie Retailers' Holiday Sales

With the holiday season rapidly approaching, more small business owners—including those in the beauty industry—are making Small Business Saturday an integral factor in their sales plans.

Small Business Saturday falls between Black Friday and Cyber Monday, and serves as the traditional kickoff to the holiday-shopping season for independent retailers and restaurateurs. The day was created in response to small business owners' most pressing need: more customers.

Forty-six percent of independent merchants plan to incorporate Small Business Saturday as part of their holiday strategy—and the majority of them say they will offer discounts on Nov. 24, according to the inaugural Small Business Saturday Insights Survey, recently released by the National Federation of Independent Business and American Express. 

Of those small business owners who plan to promote Small Business Saturday, 80% expect a year-over-year boost in sales on that day.

Discounts and special offers are among the key incentives to drive consumers to "Shop Small."

“Research has shown that American consumers have a deep trust in and admiration for the small business community," says NFIB CEO Dan Danner. "Small Business Saturday gives them a chance to show their appreciation—and help America’s essential job creators in a very real way—by patronizing small shops, restaurants and service providers. And anything that helps with sales is certainly appreciated by small business owners, many of whom have struggled to stay afloat in a rough and uncertain economy.”

There are a number of ways that small business owners plan to take advantage of the day. The survey reports:

  • 46% will create coupons for future offers or discounts
  • 25% will offer free gift wrapping
  • 23% will giveaway prizes or hosts contests
  • 20% will give away free items with purchases

Other survey findings include:

  • 87% will be active in social-media channels to promote Small Business Saturday
  • 34% say Small Business Saturday is the most important shopping day during the holiday season—more important than Black Friday or Cyber Monday
  • 28% intend to increase the number of employees who will work on Small Business Saturday

“In just three years, Small Business Saturday went from an idea to help [small businesses] find more customers to a permanent fixture on the holiday-shopping calendar,” adds Susan Sobbott, president of American Express OPEN. “According to the research, we are seeing the small business community take ownership of the day and make it their own.”

For the third year in a row, American Express is offering a merchant toolkit to help small businesses.

For the second consecutive year, FedEx gave away $1 million worth of American Express Shop Small Gift Cards—each worth $25—to consumers via Facebook.

[Image courtesy of Thinkstock/Comstock]