Last Year Stats from Small Business Saturday

In conjunction with the efforts of American Express OPEN, Signet Interactive is helping to promote Small Business Saturday® which is to help market and advertise small and medium businesses (SMB) on the Saturday between Black Friday and Cyber Monday.

American Express, who created this holiday, reported a 28 percent increase in sales for small businesses in 2010 (the first Small Business Saturday) compared to the same date in 2009. This national movement urges shoppers to support small businesses during the holiday season and to raise awareness for these companies who drive a substantial percentage of the US economy. It is reported that the SMB sector produces over $6 trillion in GDP each year (Small Business Administration - SBA).

In the trailing twelve months, commonly watched economic indicators illustrated a bifurcated recovery. While this may have increased a percentage of high income and employment, stagnation and unemployment persisted at middle and lower levels. In a similar fashion, the business sector saw a steady rise in profits for larger corporations, while the SMB sector did not gain as much positive traction, along with its customers.

With the support of SMB by companies like Signet Interactive and American Express it is hopeful that we can positively impact this sector where the latest figures show that small and medium businesses create 75 percent of the net new jobs in our economy and employ over 50 percent of all private sector workers (Small Business Administration - SBA).

Week of November 17th:

Start by sending one or two email campaigns to your customers and subscribers promoting any unique offers you’re doing to support Small Business Saturday®. Remember to include any special discounts offered by the manufacturers and distributors of products you carry. There will be tremendous buzz around Black Friday and Cyber Monday so make sure to touch on these theme ideas:

  • Don't wait in long lines and get better customer service
  • Unique products offered at your store
  • Offers and discounts you won't find anywhere else
  • Shop local and save more

Use your social media platforms to post updates throughout the day. Ask your in-store customers and patrons to like and/or share your posts, offers and creativity with their networks and friends, too. Some additional ways to promote on your social platforms:

  • Post pictures of products and mention your offers
  • Post pictures of happy customers in front of your store
  • Offer a discount for people who use their smart phone and post something about your store or "tag" your store in their posts
  • Provide "behind the scenes" updates for your countdown to Small Business Saturday
  • Take a poll: Ask people on Facebook or Twitter what store they are avoiding most this year
  • Create a hashtag for your store or tagline and promote it in your email blast and during in-store transactions (i.e. #MyStoreRocks)
  • Tweet and post genuine "thanks" to the friends and patrons who support your business (i.e. "Wanted to thank Mary A. from Houston for shopping with us today. Enjoy the box full of widgets!)

Here are some great Free Promotional Resources available to help you promote your small business. If you have any questions or need any help, contact Signet – we’re here to support you!

  • Create a personalized marketing campaign and add your business to the Shop Small Neighborhoods page. You can also download non-personalized Small Business Saturday® logos, printable signage, and more to help encourage local customers to “Shop Small” with you.
  • Welcome customers on Small Business Saturday® with a free welcome mat and shopping bags.
  • Get printed signs: FedEx is allowing small businesses to print two 11” x 17” signs for free.
  • Get ad credits: Yelp is offering $100 in Yelp Ad credits through December 26th to help drive customers to your business. Bing is offering $100 in ad credits through December 31st plus a downloadable Bing Ads Toolkit and you can attend in-store educational seminars to learn how to successfully market your business.
  • Piggyback off of others’ networks: Let the “voice” of Small Business spread the word about your small business on Saturday, November 29th. Submit your business details to the National Federation of Independent Businesses (NFIB) so your business can appear on; it will subsequently be shared with NFIB’s 160,000+ Facebook fans and 30,000+ Twitter followers.
  • Extra exposure to Signet clients: If you are a Signet Interactive client, Signet Interactive wants to feature your business on our Facebook page and via other social marketing efforts. Sign up today to get featured by Signet Interactive!

According to the National Federation of Independent Business (NFIB) and American Express, the following statistics put the contribution of owners and operators into perspective:

  • Awareness of Small Business Saturday rose to 71% from 67% in 2012.
  • 46% of those aware went out of their way to shop small on Small Business Saturday this year.
  • The 23 million small businesses in America account for 54% of all U.S. sales.
  • Small businesses provide 55% of all jobs and 66% of all net new jobs since the 1970’s.
  • The 600,000 plus franchised small businesses in the U.S. account for 40% of all retail sales and provide jobs for some 8 million people.
  • The small business sector in America occupies 30-50% of all commercial space, an estimated 20-34 billion square feet.