Small Business Saturday, observed on the last Saturday of November, was created by American Express during the 2010 recession to encourage people to Shop Small and bring more holiday shopping to small businesses.

For more detailed show notes, visit https://www.skyrocketradio.com/podcast/owning-small-business-saturday.

Shopping small during the holiday season is more important than ever. According to the American Express Shop Small Impact survey, 78% of small business owners have stated that holiday sales indicate whether they stay open the following year or not. This means that most small businesses are poised to accept ways to increase their traffic in every way possible.

Throughout November, you’ll find that media outlets will mention “Small Business Saturday” here and there. If your station or group can grab hold of the reigns and own it more than the others, it could mean more profitable relationships that last much longer than the month. Here are some ways you can do that.

1. Create a Public Interest Campaign

2. Tell Small Business Stories

3. Go Big with Digital Properties

4. Create a Small Business Saturday Page/Directory

5. Create customized SBS signage

Why is Small Business Saturday important?

Small businesses have long been considered the heart of the American economy. Successful small businesses bring a community together, increase real estate value and help keep local money local – which directly benefits their towns’ economies.

Make your November all about Small Business Saturday. If you can own it more than your competition, those businesses should rely on you more to help with their advertising beyond November.

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