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Forty-six percent of independent merchants plan to incorporate Small Business Saturday [1] in their holiday strategies, and a majority (67 percent) said they will offer discounts on November 24, according to the Small Business Saturday Insights Survey, released last week by the National Federation of Independent Businesses [2] (NFIB) and American Express.
In addition, 80 percent of small business owners who are promoting Small Business Saturday expect a year-over-year boost in sales for the day, and discounts and special offers for consumers will be key incentives to drive consumers to ‘shop small.’ Eighty-seven percent of merchants are using social media channels to promote their participation: 96 percent of them will be using Facebook; 33 percent will use Twitter; 15 percent will use Google+; and 15 percent will use Pinterest.
“Research has shown that American consumers have a deep trust in, and admiration for, the small business community,” said NFIB CEO Dan Danner. “Small Business Saturday gives them a chance to show their appreciation – and help America’s essential job creators in a very real way – by patronizing small shops, restaurants and service providers.”
Though discounting will be a big part of many merchants’ strategies, they’re also be employing other incentives to drive consumers to “shop small.” The Small Business Saturday Insights Survey found:
To handle the anticipated increase in business on November 24, 28 percent of survey respondents said they intend to increase the number of employees who will work on Small Business Saturday.
For the third year in a row, American Express is offering a merchant toolkit on ShopSmall.com [3] that includes:
Online banners and logos – Digital offerings to promote small businesses on their blogs, websites or anywhere else online;
Signage – Two 11"x17" pieces of signage (which can be professionally printed for free at FedEx Office® if they choose to take advantage of FedEx’s offer) to help attract customers in-store or around town. Small business owners can visit shopsmall.com/fedexoffice to access the Small Business Saturday posters and see the FedEx Offer Terms. FedEx Office will also provide additional discount printing offers to small business owners when they pick up their posters;
Social media and email templates – Preloaded posts, blog examples, tweets and emails to help drive traffic;
In addition, American Express is providing small businesses access to free tools and offers to attract customers beyond Small Business Saturday. A small business can use these tools and offers to:
More information can be found at the “Free Biz Tools” tab on facebook.com/ShopSmall [13].
Links:
[1] http://www.shopsmall.com
[2] http://www.nfib.com/
[3] http://www.shopsmall.com/
[4] http://www.shopsmall.com/marketing-resources
[5] http://www.shopsmall.com/business-advertising
[6] http://www.shopsmall.com/success-stories
[7] http://www.shopsmall.com/#involve_community
[8] https://apps.facebook.com/sbsmerchant/Default.aspx?p=CreatePage&extlink=us-Facebook-OPEN-SmallBusinessSaturday-merchantphase2-AfterLike-CreateAPage&pageId=167641889920409#access_token=AAADCZB2mpcyIBAGZAzaoTkhDWZBuj5GepMSEyZBnjZCyTCqeh7SEnD77s2cTdyK186BeeIWnUcxTL9lOkZCRd1ecag0n2sUqiNhy3HWkVsJ48sZA0CvLZAfi&expires_in=5489
[9] http://www.pagemodo.com/2012-small-business-saturday
[10] https://www.yola.com/amex/small-business-saturday
[11] http://www.youtube.com/mybusinessstory
[12] http://twitter.com/about/resources/buttons#follow
[13] http://www.facebook.com/ShopSmall