How to Market Your Small Business During the Holidays and on Small Business Saturday
The holiday season gives small businesses a chance to reconnect with regular customers, reach new shoppers, and make it easier for people to buy local. You don’t need a complicated campaign to participate. Start with a clear offer, accurate business information, and a few useful reminders across the channels your customers already use.
Small Business Saturday is November 28, 2026. It’s a good opportunity to invite customers to shop local during the holiday season.
Start with what customers need to know
Before you promote a holiday offer, make sure customers can quickly find the basics:
- What do you sell or offer?
- Who is it a good fit for?
- How much does it cost, or where can customers see pricing?
- Can people buy online, book, call, or visit in person?
- What are your holiday hours, order deadlines, and return policies?
Check your website, social profiles, and Google Business Profile for outdated hours, links, or contact information. Update your special hours so customers know when you’re open.
Make your holiday offer easy to understand
You don’t need to run a discount. Give customers a clear reason to consider your business, such as:
- A gift card or service package
- A holiday product bundle
- A seasonal menu or limited-time service
- Gift wrapping, local delivery, or an easy booking option
- A gift guide organized by recipient, interest, or price range
Be specific. “Holiday gifts for teachers under $30” gives a shopper more direction than “Shop our holiday collection.” If you have limited inventory or an order deadline, state it accurately and update customers if anything changes.
Create a simple marketing plan for Small Business Saturday
Use the weeks before November 28 to help people plan not just to announce the date.
Before November: Choose the products or services you want to feature. Take clear photos, confirm prices and inventory, and decide how customers can purchase.
Two weeks before: Tell customers what you’ll offer on November 28. Send an email to your customer list and post the details on social media. Include your hours, location, and a direct link or contact method.
The week of: Share a short reminder, answer common questions, and make sure your online business information is current. If you’re participating in a local gift guide or promotion, tell customers where to find it.
On November 28: Post that you’re open, share what customers can shop or book, and respond to messages promptly. If customers share their purchases or visit, ask permission before reposting their photos.
The SBA and American Express offer free Small Business Saturday marketing materials and downloadable Shop Small resources. Check the usage guidelines before adding campaign logos or assets to your materials.
Use the channels you can maintain
You don’t have to be everywhere. Pick the channels you already use and keep your information consistent.
- Email: Send an announcement with your offer and key shopping details, then a brief reminder closer to the date.
- Social media: Share product demonstrations, gift ideas, staff picks, customer FAQs, and reminders about hours or deadlines.
- Your website: Add a holiday landing page or update your home page with a clear path to shop, book, or contact you.
- Google Business Profile: Check your hours, location, phone number, website, and holiday updates.
- In person: Put a sign in your window or at checkout with your Small Business Saturday plans and any upcoming deadlines.
A local partnership can also help customers discover you. Consider a cross-promotion with a nearby business that serves a similar audience; for example, a gift bundle, shared event, or reciprocal social post. Agree on the details before promoting it, and make the customer benefit clear.
Turn the day into a longer customer relationship
Small Business Saturday can introduce someone to your business, but the follow-up helps them remember you. Thank customers after the purchase, include a note about your next event or seasonal offering, and invite them to sign up for updates if they choose.
Track a few simple measures so you can see what worked: sales of featured items, website visits, email clicks, bookings, new customer inquiries, and customer questions. Compare the results with your usual activity and use what you learn to adjust the rest of your holiday marketing.
A quick checklist
Before November 28, confirm that you have:
- Selected a specific product, service, or offer to feature
- Checked inventory, booking availability, and order deadlines
- Updated your holiday hours and contact information
- Prepared photos and posts customers can understand quickly
- Sent an email or shared the offer with your customer list
- Made the purchase or booking steps clear
- Planned how you’ll thank and follow up with customers
The goal is to make it simple for people to choose your business: show them what you offer, how to get it, and when they can shop. Small Business Saturday is one opportunity to do that and the same clear, helpful marketing can support your business all season.