Small Business Saturday 2025: Your Complete Marketing Playbook

Small Business Saturday falls on November 29 this year, nestled between Black Friday and Cyber Monday. For local businesses, it’s one of the best opportunities of the year to attract new customers and remind your community why shopping local matters.

Here’s a practical, timeline-based marketing playbook to help you make the most of it.

Two Weeks Out (Now Through Nov 15)

Set your offer. Decide on your Small Business Saturday promotion. It doesn’t have to be a deep discount. Consider exclusive bundles, free gift wrapping, a loyalty card bonus, or a donation to a local cause with every purchase. The key is giving people a specific reason to visit on that day.

Update your Google Business Profile. Add your special hours, post about your upcoming promotion, and make sure your address and phone number are accurate. Customers searching “shops near me” on November 29 need to find correct information.

Create your visuals. American Express provides free marketing materials through their Shop Small program, but custom graphics featuring your actual products or storefront will always outperform generic templates. Create a few social media graphics and an email header image now so you’re not scrambling later.

One Week Out (Nov 16-22)

Launch your email campaign. Send an announcement email to your list highlighting your Small Business Saturday offer. Keep it simple: what you’re offering, when, and where. Follow up with a reminder email on November 26 or 27.

Post on social media daily. Share behind-the-scenes content, feature specific products, highlight your team, and count down to the big day. Use the hashtag #ShopSmall, which American Express actively promotes.

Partner with neighboring businesses. Coordinate with other local shops to create a neighborhood shopping experience. Cross-promote on social media, create a shared map or walking route, or offer a joint giveaway for customers who visit multiple stores.

Keep track of every customer interaction during the holiday rush. A CRM like SMBcrm helps you capture new contacts and follow up after the holiday so one-time shoppers become repeat customers.

The Week Of (Nov 23-29)

Thanksgiving week social push. Post your final reminder on Wednesday, November 26. Many people plan their Saturday shopping while relaxing on Thanksgiving Day, so a well-timed Instagram story or Facebook post can make the difference.

Prepare your in-store experience. Small Business Saturday shoppers are choosing you over big-box stores. Make the experience memorable: offer coffee or hot cider, play music, have staff ready to engage. The personal touch is your competitive advantage.

Set up a way to capture contact info. Whether it’s a simple sign-up sheet, a QR code linking to your email list, or a digital loyalty card, make sure you have a way to stay in touch with every new customer who walks in.

After the Day

Follow up within 48 hours. Send a thank-you email to everyone who visited or purchased. Include a reason to come back, like a bounce-back coupon valid through December.

Post your results. Share photos from the day, thank your community on social media, and highlight any fun moments. This builds goodwill and reminds people that supporting local businesses has a real impact.

Analyze what worked. Look at your sales data, email sign-ups, and foot traffic. What drove the most engagement? Use these insights to plan for next year and for the rest of the holiday season.

The Bottom Line

Small Business Saturday works best when you treat it as more than just a sale. It’s a chance to deepen your relationship with your community and turn seasonal shoppers into year-round customers. Start your prep now, and November 29 will take care of itself.