Small Business Saturday is an excellent opportunity to connect with holiday shoppers, attract new customers, and encourage people to support your business. But making the most of the day takes more than announcing a sale or opening your doors for a few extra hours. You also need a plan that matches your goals, available resources, and ability to serve customers.
This year, Small Business Saturday falls on Nov. 28, the Saturday after Thanksgiving. Whether you operate a retail store, restaurant, service business, or online shop, planning ahead may help you make the day a major victory for you. We’ve put together a checklist to help you successfully position your small business for Small Business Saturday.
Set your Small Business Saturday goals
Before planning promotions or ordering additional inventory, decide what you want Small Business Saturday to accomplish. Your goal might be to increase sales, introduce customers to a new product, attract first-time visitors, book future appointments, or encourage existing customers to return during the holiday season. Choose one or two primary objectives so that you may direct your time and resources toward the activities most likely to support them.
Make sure that your goals are specific and measurable. Review sales and customer activity from previous years to create a realistic benchmark. If this is your first year participating in Small Business Saturday, use an average business day as a starting point and adjust your forecast based on your planned marketing strategies and capacity.
Check your inventory, supplies, and service capacity
Review the products, materials, and supplies that you realistically expect to need. Retailers should identify popular items, seasonal merchandise, and products that complement one another. Restaurants and other food businesses may need to check ingredient availability, packaging, and takeout supplies. Service businesses should review appointment availability, equipment, and materials needed to complete scheduled work.
Use past sales, current orders, supplier lead times, and your budget to determine whether you need additional inventory. Avoid ordering more than you may be able to reasonably sell or afford to carry after the event. If you plan to feature a particular product or service, confirm that you'll be able to deliver what you advertise. Communicate with suppliers early about delivery dates and potential delays, and identify alternatives for essential items if your first choice becomes unavailable.
Prepare your team and daily operations
Carefully walk through normal operations to identify potential bottlenecks. Check payment terminals, online ordering systems, appointment and bookkeeping software, and other tools that your business relies on. As you prepare to attract more customers, prepare a process for managing lines, communicating wait times, and keeping orders organized.
Make sure customers are able to find you
Your business won't be the only one that customers see, so you need to make sure that it may be found, especially online. Make sure that your website, business listing, and social media profiles have updated and accurate information. You should also confirm your address, contact information, and operating hours on major search engines. If your company offers in-store pickup, delivery, online ordering, or appointments, make sure that the instructions are easy to follow and consistent across platforms. Customers shouldn't have to guess whether you are open or if they may make a purchase.
Consider asking someone you trust who isn't affiliated with your company to test the customer journey from start to finish. Have them visit your website on a mobile device, check product pages and booking links, and complete a test transaction. Make sure that payment methods work and the checkout process is easy to follow. If customers are able to shop both online and in person, explain how they may access each option.
Create a promotion that supports your business goals
Just like a holiday initiative, a Small Business Saturday promotion should give customers a reason to engage with your business while supporting your financial goals. You do not have to offer a storewide discount. Depending on your products and services, you might create a bundle, offer a complimentary add-on with a purchase, feature a seasonal item, provide a loyalty incentive, or highlight a service customers may not know you offer.
Before announcing a special deal for the day, calculate the potential cost of offering it. Consider product costs, labor, payment processing fees, and any other additional expenses associated with the offer. Also, be sure that your promotion fits your margins and that your employees understand how to apply it. A promotion that generates sales but doesn't positively impact profit may not be a worthwhile investment.
Connect with other local businesses
Small Business Saturday may provide an opportunity to strengthen relationships with other businesses in your community. Consider partnering with a nearby retailer, restaurant, service provider, or community organization whose audience overlaps with yours without directly competing. You might coordinate promotions, recommend one another to customers, participate in a local shopping event, or share information about nearby businesses worth visiting.
Keep these relationships practical and beneficial for all of the parties. Agree on what each participant will contribute, how you will promote the activity, and whether any costs will be shared. For example, two businesses might distribute each other's promotional materials or coordinate social media posts that encourage customers to visit both locations. Local partnerships may help expand your reach while giving customers more reasons to explore and support independent businesses.
Follow up with customers and learn from the results
Small Business Saturday might be the major event, but your work doesn’t end on the Sunday following it. Thank customers for their support through the communication channels where they have agreed to receive messages. If you collected customer information with appropriate permission, use it to share relevant updates, upcoming events, or offers that fit their interests. Make it easy for first-time customers to return by explaining your regular services, loyalty program, or upcoming seasonal offerings.
Depending on what you’re reasonably expecting for Small Business Saturday, additional capital might be an important part of the planning. If you need a small business loan, find out if you pre-qualify for one from SmartBiz Bank® today.
FAQs
When is Small Business Saturday in 2026?
Small Business Saturday is Nov. 28, 2026. This annual event takes place on the Saturday after Thanksgiving and encourages consumers to support small businesses during the holiday shopping season. Owners often use the date to welcome new customers, connect with their communities, and promote products or services ahead of the end-of-year holidays.
How can a small business participate in Small Business Saturday?
Small businesses may participate in Small Business Saturday by inviting customers to shop in person or online, promoting their products and services, and encouraging community members to support local businesses. Create your own event or promotion, share information through your usual marketing channels, and collaborate with nearby businesses. American Express also offers Shop Small resources for eligible merchants, which may help with event promotion.
What should a small business do to prepare for Small Business Saturday?
Start by setting a clear goal, reviewing inventory and service capacity, and preparing your team. Confirm that your website, business listings, payment systems, and customer information are accurate. Plan your marketing, choose any promotion carefully, and review your cash flow before committing to additional spending. A written checklist may help you keep preparations organized and make sure important tasks are completed before the event.
Does a business need to offer discounts on Small Business Saturday?
You are not required to offer a discount on Small Business Saturday. A discount is only one way to encourage customers to shop with you. You might want to offer product bundles, complimentary add-ons, demonstrations, limited-edition items, loyalty incentives, or personalized service. Choose an approach that fits your business and customer base, and evaluate the costs before making a commitment. The goal is to create value for customers without undermining profitability or stretching your operations beyond capacity.
How can a small business promote Small Business Saturday on a limited budget?
Focus on low-cost channels you already use, such as email, social media, your website, and in-store signage. Share clear details about your products, services, hours, and event plans, and encourage satisfied customers to spread the word. You may also collaborate with neighboring businesses to reach one another's audiences. Planning content in advance and focusing on the channels your customers use most may help you make the most of a limited marketing budget.
How can a small business prepare financially for Small Business Saturday?
Estimate the costs of inventory, staffing, promotions, marketing, and other event-related expenses, then compare them with your expected cash receipts and regular operating obligations. Set a spending limit and account for a conservative sales scenario so you do not rely entirely on optimistic projections. Track payment timing as well as expected revenue, and identify potential cash shortfalls early. If you need outside financing, compare available options carefully and make sure the repayment terms fit your business's cash flow.
