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How to Promote Your Brand for Small Business Saturday


Small Business Saturday is celebrated every year on the Saturday after Thanksgiving. In 2021, this holiday falls on November 27. This is the day set aside to support small businesses in the U.S. It was started by American Express in 2010 to bring more holiday shopping to small businesses. 

In 2016, 112 million consumers across the nation participated in this event by shopping and dining with small businesses, as stated on This upcoming holiday is a great opportunity to promote your brand, and here are some ideas on how to do it.

Offer Special Promotions

Many consumers like to shop on Small Business Saturday to have fun, save money, and get ahead on their holiday gift-buying. Special promotions can help your business stand out from the crowd. For example, you can offer:

  • A free gift with a purchase
  • Bundled services and/or products suitable for gifts
  • Sale prices on specific products or services
  • Buy one, get one free, or buy one, get one at a discount specials

Market By Email

Use your email list to let people know in advance what your business is planning for Small Business Saturday. This is a great cost-effective way to promote your specials and help bring customers into your business. As luck would have it, American Express provides email marketing templates specifically for Small Business Saturday, in addition to other resources, according to your industry. 

Use Social Media

Post on your social media profiles to promote Small Business Saturday and other specials. You might want to upgrade your profiles with new cover photos for the occasion. American Express makes resources available for profile updates. As another option, you can use Canva to create graphics that will promote your brand. 


Cross-promotion involves promoting different brand products with similar audiences but not in competition with each other. It can help boost sales and create brand awareness. It provides a way for businesses that do not compete to cooperate for mutual benefit. With cross-promotion, it is important to choose the right partner and select the best channels for promotion. 

Utilize Business Directories

Set up a Google My Business account or update your business profile to capture attention from consumers and to connect with your customers. You can also use the small business directory provided by American Express to help drive customers in for Small Business Saturday shopping. Properly optimized business directories can significantly increase foot and website traffic. 

Use Local Media

Publish a write-up for Small Business Saturday in a local newspaper or online publication. For example, it could be an article on the history of your business or a piece on the importance of Small Business Saturday and the role of small businesses in the economy. End your article by promoting your specials for the holiday. 

If you own a small business, you undoubtedly know the importance of having the right business insurance to protect you against various risks. Our agent can help ensure your small business has the insurance coverage it needs. 

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