SMBS Using Traditional Media for Small Business Saturday Promotions

by | 2 minute read

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.