SMBS Using Traditional Media for Small Business Saturday Promotions

Small businesses might feel like their opportunities are getting squeezed by online merchants and big-​box retailers. SMBs could also be feeling extra pressure this year because of the shortened holiday shopping season. As a result, they're rolling out more promotions and earlier than giftshopusual according to the National Federation of Independent Businesses (NFIB)  which has just released its Small Business Saturday Insights Survey. This year, researchers have learned that 70% of SMBs will engage in some sort of promotion to attract shoppers that day.

At least 18% of SMBs will turn to traditional media – newspaper, TV and radio – to engage with local shoppers. Last year, only 9% of SMBs used traditional media for the Small Business Saturday event. Social media will be an important way for 33% of these operators to connect with consumers.

These business owners understand that they have to do more than advertise to generate sales. As a result, 67% plan to offer discounts and 33% will offer shoppers a gift. 36% will give shoppers coupons that will be good for a future visit. In general, about 32% started their holiday promotions earlier than usual this year.

SMBs play a unique role and strive to emphasize the strength of the local community. 21% will be staffing up to make sure they meet or exceed customer service expectations on Small Business Saturday. 73% will try to hire employees from the local community – an excellent strategy to spread the word about their products to their target audience.

At least 70% of SMBs believe that promoting themselves during Small Business Saturday is vital for attracting new clients. Have you encouraged your SMB clients to do more traditional and digital advertising this holiday season?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.