How Can Small Businesses Profit from Small Business Saturday?

Small Business Saturday: What You Need to Know

• Start early: Promote your offers before Thanksgiving and build buzz on social and email.
• Team up locally: Partner with nearby businesses to boost foot traffic and shared visibility.
• Plan beyond the weekend: Use sales data, loyalty rewards, and community events to keep customers coming back.

Since its launch in 2010, Small Business Saturday has generated over $200 billion in local economic impact. This holiday weekend isn’t about being the biggest store — it’s about being the most prepared. Shoppers are seeking memorable local experiences, which gives small businesses a chance to stand out, drive traffic, and build lasting customer relationships.

Here’s how to make the most of the season, from early promotion to post-weekend engagement.

How Early Should You Prepare for Small Business Saturday?

Consumers are shopping early this year. While spending is projected to grow modestly, shoppers are being cautious and looking for deals, so it's important to start promoting Small Business Saturday now. The sooner shoppers know your name, the more likely they are to plan a stop at your business during the biggest retail weekend of the year.

Use the lead-up to Black Friday to begin your community engagement early. Tease your offers through social media, email newsletters, and in-store signage to build anticipation for the Shop Small movement. Consider offering an early access deal for loyal customers to reward repeat business. You can review past sales patterns, peak transaction days, and customer behavior through your bank, using business checking analytics to find the perfect time to make your push.

Why Team Up with Neighboring Businesses?

Partnerships can amplify your reach without increasing your budget, turning foot traffic for one store into sales for many. Consider coordinating with other local retailers — neighboring shops, cafés, or service providers — to create shared holiday weekend promotions. These promotions could be a joint discount, punch card, or neighborhood shopping map. When small businesses unite under one message, it encourages shoppers to spend more time (and money) locally. Remember: a rising tide lifts all boats!

What's the Best Way to Create a “Shop Local” Incentive?

Give shoppers a reason to choose you over the big-box stores and online giants. Create a special offer that rewards community support, like a limited-time discount, a free gift with purchase, or a loyalty card that extends beyond the weekend. Even small gestures can make a big impact when tied to local pride.

Consider framing your promotion around the value of keeping money in the community. According to the American Independent Business Alliance, on average about 53 cents on every dollar spent at a local independent business is recirculated locally, compared to only 14 cents at chain retailers. You can communicate that Small Business Saturday is an opportunity for your customers to invest in their own neighborhood, helping to sustain jobs, services, and growth where they live. 

How Can You Market Your Business on Social? 

Your customers are your best marketers, so make it easy for them to share. Create eye-catching moments that look great on camera, whether that’s a festive store display, a “thank you for shopping local” selfie station, or branded shopping bags that pop on social media. Encourage followers to tag your business or use a custom hashtag to expand your reach organically. 

Customers who engage with a brand on social media spend 35-40% more on that brand’s products or services, according to a study done by Synup. That makes Small Business Saturday the perfect time to spark authentic engagement. The more shareable your experience, the more your marketing dollars work for you, even long after the weekend ends. 

How Can You Leverage AI to Work Smarter?

Artificial intelligence is an accessible tool that can help small business owners save time and make smarter decisions. According to a Salesforce study, nearly 9 in 10 small business owners using AI tools report improved margins. Take a look at your strategy thus far, and see where you can use AI-powered tools to optimize efficiency. For example, AI can assist in analyzing sales trends, writing social media posts, automating email campaigns, or forecasting inventory needs. 

How Can You Prepare for the Small Business Saturday Rush? 

A successful Small Business Saturday can bring in more customers — and more pressure. Make sure your operations are ready to handle higher foot traffic and faster transaction volume. Review your staffing schedule, stock your bestsellers, and test your checkout systems ahead of time to prevent last-minute hiccups.

Having the right financial cushion also matters. Make sure you’re ready to pay extra in staffing, overtime, shipping, and packaging if necessary. Old National offers tools designed to help small businesses stay nimble and capitalize on high-traffic days. A flexible credit line gives you quick access to funds so you can stock up and staff up without waiting for weekend revenue to roll in. Meanwhile, Merchant Services makes checkout seamless by enabling customers to pay however they prefer, whether by card, check, gift card, or digital wallet.  

How Can You Keep the Momentum Going?

A successful Small Business Saturday can be a launch pad for lasting growth. Take time after the rush to review your results: Which promotions or posts drove the most engagement? What products sold fastest? Which payment types were most popular? Use those insights to fine-tune your marketing and operations for the next busy season. 

Thank customers for their support with a follow-up email or loyalty reward, and keep the “shop local” energy alive year-round. Keep nurturing those new customer relationships with personalized offers, community events, or early access to future promotions. Staying consistent after the holidays is what transforms a sales spike into steady growth.

Ready to elevate your Small Business Saturday strategy? Connect with an Old National Small Business Banker today to explore tailored financial solutions and strategies that can help your business thrive this holiday season.