Grow your audience AND support fellow Independent Businesses on Small Business Saturday 2020

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Small Business Saturday 2020

At Coleman Hammond we love Small Business Saturday. With so many great British brands and retailers, we feel spoiled for choice when it comes to gifts, treats for the home, or delicious foodie finds.

With lockdown 2.0 in place for the rest of November and into December, online shopping will be more important than ever in 2020. The run-up to Christmas is a crucial time for many businesses, so how can premium-luxury brands maximise visibility, with little footfall in town centres?

We all know that independents are the backbone of our high streets, offering a special gifting experience and beautiful, unique products. We also know that we’re stronger when we work together. So how can small businesses support one another AND grow their audience?

Taking place on 5th December 2020, Small Business Saturday is just around the corner. Here are our top tips for supporting other indies and making the most of this critical time of year.

Appeal to Local Customers

Remind customers of the vibrancy of their local shops, and emphasise the provenance of your products in your communication.

Shoppers may be avoiding the physical high street this year, but you can still offer local shopping online and through social media. Highlight the importance of supporting the local community, because small businesses are looking forward to welcoming customers back soon.

Create a Community of Like-Minded Brands

In a time when people feel isolated, creating a community feel will generate a much-needed sense of belonging for your audience. With the online world becoming ever more crowded, your business can stand out by engaging with other brands and their customers.

Join forces with independent brands to devise reciprocal marketing activities. Working with small businesses that have an aligned customer base either locally, in their product type, or their values, is an ideal way to raise awareness and grow your audience. For example, a specialist gin brand could partner with an artisan tonic company and some delicious, high quality nibbles for a festive foodie treat. A jewellery maker could pair with a fashion brand for added Christmas sparkle.

As long as your brands are non-competing and share core values, there are a multitude of enticing, mutually beneficial partnerships that your business can develop to bring excitement to your digital marketing.

Get Creative with Collaborations

The types of promotional activity open to you are limited only by your imagination. Here are a few of our favourite ideas:

  • Build your Instagram following prior to Small Business Saturday by getting together with two other brands for a follow and tag competition.
  • Collaborate with another business to offer a 10% discount to each other’s email databases during Small Business Saturday, or run a competition with a prize offered from each brand.
  • Create a buzz with a flash sale shopping day: gather 10 like-minded brands for an online event with its own hashtag. When several brands work together there is opportunity for a large audience to discover your business, growing your followers or mailing list.
  • Don’t forget that Christmas is about giving, so why not offer a charity shopping day, with proceeds donated to a cause held dear by locals.

Make the most of Small Business Saturday 2020

Aim to get involved with Small Business Saturday 2020 as much as possible. Using official Small Business Saturday branding will highlight your activity and build anticipation in the preceding weeks. Use social media and newsletters to make it a date in the diary for your audience.

If you have new products to unveil for Christmas, Small Business Saturday is an ideal day to launch, with eyes on your brand and consumers in the mood to shop. Give an incentive for customers to purchase on Small Business Saturday, and schedule an email in the morning with an enticing hook, such as a gift guide. Make it easy for visitors to find your best sellers on your site.

Shopping Trends for Q4 2020

Before lockdown was announced, research showed that 71% of British consumers were reluctant to shop in store in the lead up to Christmas, with 56% expecting to do more shopping online this year. With lockdown now in place, online shopping for gifts and treats is likely to skyrocket, so ensure your brand will stand out from the crowd.

Small Business Saturday is now in its 8th year, and well-established in the shopping calendar. This is the perfect opportunity for customers to discover your brand and your products easily.

A Small Business is for Life…

Don’t forget to keep your audience interested after Small Business Saturday. Follow up with attractive social media posts, and emails to thank customers. Remind your newly-grown audience that a small business is for life, not just for Christmas.


If you want to nail down your strategy for a successful Small Business Saturday, book a Power Hour with me to get the results you need.


Kerry x

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