The second annual Small Business Saturday, a shopping holiday created by American Express, is set to take place on November 26, and local merchants are encouraged to prepare for this potentially profitable nationwide event.
"Last year, independent merchants who accept American Express saw an average boost in sales of 28 percent on Small Business Saturday," said Mary Ann Fitzmaurice Reilly, senior vice president at American Express OPEN, as quoted by the news source. "Shoppers sent a clear message that shopping local is an important part of the holiday season and small businesses are rewarding that loyalty with what their customers care about most – superior service, unique selection and some great deals."
According to Business Insider, there are a number of reasons why consumers should consider shopping on Small Business Saturday rather than Black Friday. Among them, helping the community is a major selling point, as small businesses are known to reinvest money into their local economies more than most big box retailers and chain stores.
The website also touts the potential for incredible deals, avoiding crowds and the ability to find unique gifts as major incentives to patronizing local merchants.
To capitalize on these benefits, small businesses could utilize direct mailing lists to make consumers aware their one-of-a-kind offerings.