➤ Print marketing materials. A card or fl yer can be placed in shopping bags during the weeks leading up to
the event. Consider including a coupon special or offer free gift-wrapping. Example: “Return this card for 20% off any single item. Valid only on Small Business Saturday, Nov. 30, 2013.”
➤ Utilize the power of social media. Promote your Small Business Saturday involvement on Facebook and Twitter
beginning several weeks prior to the event. SBS images are available on the
shopsmall.com website. Including images will make your posts more effective and get more shares and retweets.
➤ Offer special one-day-only deals and discounts. Free shipping for orders over a certain amount is a popular
promotion during the holiday shopping season.
➤ Partner with mall management to fi nd creative ways to include SBS. Include a coupon for your business in any marketing/promotional materials the mall sends out to their wider lists.
➤ Educate your staff about the benefi ts of shopping small. This way, customers can also make an informed
decision.
Becky Tyre is the trends editor for GIFT SHOP, a visual merchandising consultant and owner of the Retail Details blog. For more information, please visit
swirlmarketing.com.
GET VOCAL ABOUT LOCAL! Here are some sample posts for Facebook:
• True or False: I #shopsmall because the service is personal and welcoming.
• Fill in the blank: I like shopping small at <insert business name> because ___________________.
• Do you enjoy shopping at our store? If so, tell us why and encourage your friends and family to Shop Small year round. #shopsmall
• Let’s make every day a great day for small businesses. Help the Shop Small initiative grow by shopping small all year.
• Do you know someone who owns a small business? #ShopSmall all year to support them and our community.
• We’re proud to be a small business, and we are proud to support our community. Help support our local economy by shopping small all year.
"This initiative is growing like wildfire. Every year there is increased consumer awareness about the importance of shopping small. The more that gift shops can promote their participation, the more likely it is that customers will stop by on the day to show their support." Patricia Norins, Publisher of Specialty Retail Report and Spokesperson for Small Business Saturday.
SpecialtyRetail.com Fall 2013 n Specialty Retail Report 45
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