35 Small Business Saturday Marketing Ideas

Small Business Saturday Marketing Ideas for Retail Stores

Similar to Black Friday (here’s our list of 30 Black Friday marketing ideas), retail stores are the cornerstone of Small Business Saturday. There's a lot they can do to create an inviting atmosphere and boost sales over the long weekend that kicks off the holiday shopping season.

1. Choose the Right Playlist

Create a playlist of background music for your retail store that aligns with your unique brand and atmosphere. Research shows that playing a mix of popular and lesser-known songs that fit your brand can influence customer mood, keep them in the store longer, and drive sales.

Soundtrack offers over 100 million songs and 1,300 playlists, and it’s all ad-free and fully licensed for business use. The easy, drag-and-drop scheduling feature will let you build your perfect Small Business Saturday playlist from a wide range of holiday music genres, so you can carefully curate the perfect soundscape to enhance the shopping experience and potentially increase sales.

2. Engage on Social Media

Leverage a social media marketing strategy to connect with your local community. Create social media posts on platforms like Instagram, Facebook, and TikTok, and encourage the use of branded hashtags and geotags to draw attention to your business and promotions (it’s free marketing).

Hosting a giveaway or raffle through these social media platforms can also drive engagement. Consider making it possible for both online and in-person shoppers eligible to win prizes.

To reach a bigger online audience, partner with the local chamber of commerce or other relevant organizations with larger platforms. You can maintain these partnerships year after year, expanding to other major shopping days like Black Friday and Cyber Monday and beyond the holiday season.

3. Free Gift Wrapping

Provide free gift-wrapping for purchases to add a touch of holiday cheer and make it easier for customers to buy gifts on the spot.

4. Host a Pop-Up Shop for Local Artisans

Invite local artisans or other small businesses to set up a pop-up within your store. This helps you cross-promote while adding value for customers.

5. Offer Loyalty Program Bonuses

Encourage repeat visits by offering extra points or perks for loyalty program members who shop on Small Business Saturday.

Small Business Saturday Marketing Ideas for Restaurants

While retail stores may get the spotlight on Small Business Saturday, holiday shoppers can work up an appetite. Especially if your restaurant is located in a walkable area or close to popular local stores, you can capitalize on hungry shoppers looking to refuel.

Here’s how to attract shoppers to your restaurant on Small Business Saturday—and how to offer them a complete experience, from the food to the ambiance, to make the day memorable.

1. Create the Perfect Ambiance with the Right Songs

Set the mood with a restaurant music playlist that enhances the dining experience. Choose upbeat, festive songs if you want a lively atmosphere or softer tunes for a cozy, family-friendly vibe. Mix and match tracks from a wide variety of Christmas music genres and blend them with non-holiday tracks to create a balanced ambiance for your customers and employees.

2. Partner with Local Influencers

Recruit local influencers like popular local artists, bands, and other personalities to boost your reach and attract new customers. Most cities have popular local celebrities and well-known citizens with large online platforms you can leverage to draw attention to your restaurant’s Small Business Saturday promotions.

Likewise, you could partner with a local charity or community organization. This can be mutually beneficial while fostering goodwill and a stronger sense of community. Consider donating a portion of the day’s food and drink sales to the charity or organization, and encourage your customers and online audience to donate or volunteer.

In addition to promoting this partnership on social media and other online channels, it’s still a good idea to contact local media outlets to expand your reach and generate buzz.

3. Feature a Small Business Saturday Menu

Create a special menu for the day with limited-time items, local ingredients, or holiday-themed dishes that give customers a unique reason to dine with you.

4. Promote Gift Cards with Discounts

Offer a discount or added bonus (like a free appetizer) on gift card purchases. This brings in revenue now and encourages repeat visits.

5. Host a Special Tasting Event

Organize a tasting event with local beers, wines, or specialty items on your menu, making the experience exclusive to Small Business Saturday.

Small Business Saturday Marketing Ideas for Bars

For bars, Small Business Saturday is an opportunity to bring in patrons looking for a fun night out or to relax after a day of holiday shopping.

1. Play the Right Background Music

Open up your favorite bar music app and create a festive playlist that will keep spirits high. Think upbeat, crowd-pleasing music that encourages patrons to stay longer and enjoy the vibe, or chilled out soft rock or lofi tracks to help them catch their breath before venturing out for another round of shopping. Playing the right background music can be an effective way to increase your bar’s profit margins year-round.

2. Craft Small Business Saturday Cocktails

Invent a few signature cocktails just for the day, perhaps using locally sourced ingredients or giving them catchy, community-inspired names.

3. Utilize Cross-Promotional Digital Marketing with Other Local Businesses

Collaborating with other local businesses can significantly expand your bar’s reach and build a sense of community among local small business owners and a community-oriented customer base. Offer a drink discount for customers who show a receipt from a participating store, or create a cross-promotional campaign with local shops that includes joint social media marketing materials that highlight combined special discounts or coupons to encourage customers to visit both businesses.

A collaborative approach can include an interactive, digital “shop small map” for potential customers to easily locate and explore participating bars, restaurants, and stores in the local community.

4. Host a Local Band or DJ

Live music or a local DJ can attract more foot traffic and create a lively atmosphere that feels like a community celebration.

5. Offer Happy Hour Specials

Hold an extended happy hour or special offers on drinks that are exclusive to Small Business Saturday to bring in patrons who want to unwind.

Small Business Saturday Marketing Ideas for Hotels

Hotels can make Small Business Saturday memorable for guests by offering unique experiences that go beyond just a place to stay. Whether they’re visiting for the long Thanksgiving weekend or have come to town just to shop, here are some ways you can attract guests on this major retail day.

1. Pick the Perfect Playlist

Welcome guests with a relaxing, inviting hotel music playlist in the lobby and common areas. This first impression can set the tone for a warm and hospitable experience, and encourage them to reserve some time for the hotel restaurant or bar during the big day.

2. Promote a ‘Staycation’ Package

Create special packages for locals who want to enjoy a weekend getaway without leaving town. Include amenities like free breakfast, discounted spa treatments, or restaurant vouchers.

3. Partner with Local Tour Guides

Offer discounted tours or activities with local guides to make the experience richer for guests interested in exploring the area.

4. Host a Local Artisan Market in the Lobby

Invite local artists and crafters to sell their work in your lobby. This supports small businesses in your community and gives guests something unique to explore.

5. Offer Discounts for Booking Future Stays

Provide a one-day offer for discounts on future stays for guests who book on Small Business Saturday. It encourages return visits and builds customer loyalty.

Small Business Saturday Marketing Ideas for Coffee Shops

Coffee shops are natural gathering places and can leverage Small Business Saturday to become a hub of community activity and creativity.

1. Set the Vibe with the Right Playlist

Create a cozy, inviting coffee shop background music playlist that encourages customers to stay a while. Choose indie or acoustic tunes for a relaxed vibe that complements the ambiance of a coffee shop. For variety and to avoid overplaying holiday tunes, work the holiday songs into your usual playlists.

Know the atmosphere you want but don’t want to build a playlist song by song? Use Soundtrack’s AI Playlist Creator to generate the perfect playlist from a simple text prompt, then edit it however you wish.

2. Feature Limited-Time Holiday Drinks

Offer holiday-themed drinks exclusive to Small Business Saturday, like peppermint lattes, gingerbread cappuccinos, or hot chocolate specials.

3. Host a Book Exchange

Encourage customers to bring in a book and swap it with others. This adds a community feel to your shop and encourages customers to stay longer.

4. Collaborate with Local Bakers or Artists

Offer treats from a local bakery or display artwork from a local artist. This supports other small businesses and adds a unique touch to your coffee shop.

5. Leverage Email Marketing Campaigns

Engage your email list with email marketing campaigns tailored for Small Business Saturday. Annonce the day's special discounts, giveaways, and in-store activities. Personalize the email templates to show customers they are valued as individuals. Announcing your event or promoting limited-time raffle entries and discount code incentives can help drive traffic and encourage customers to share the promotion.

Small Business Saturday Marketing Ideas for Grocery Stores

For grocery stores, Small Business Saturday can be a chance to showcase local products and offer customers a holiday experience they won’t find in large chains.

1. Play the Right Mix of Holiday and Other Brand Fit Music

It’s important to mix it up—don’t start playing the holiday tracks too soon (no more than a week before Thanksgiving, and stop before New Years), and be sure to keep some non-holiday songs in the mix. Your customers and employees will thank you.

Also, avoid overly loud background music for your grocery store. Create a friendly, upbeat playlist that helps customers feel at home and in the mood for holiday shopping as they browse the aisles.

2. Organize a Small Business Saturday Tasting Event

Dedicate a section of your store to local vendors or farmers. Offer samples of local products such as cheeses, bread, and seasonal fruits. This can encourage customers to try (and buy) items they may not have considered before.

3. Offer a One-Day Loyalty Discount

If you have a loyalty program, provide a special Small Business Saturday discount or bonus points to members. Leverage social media and your email list to get the word out.

4. Optimize Your Online Presence with SEO and Interactive Content

Enhance your digital footprint by optimizing your website for local SEO. Include relevant keywords like “shop local,” “holiday discounts,” and “Small Business Saturday event” in product descriptions, blog posts, and landing pages. Whether you’re an independent or chain grocery store, add the name of the city or neighborhood to create long-tail keywords and boost your rankings in local searches.

Use interactive website content like videos and pop-ups to engage visitors, potentially linking them to special promotions or an email list sign-up form. Add a discount code for those who subscribe to increase your email marketing reach and build customer loyalty.

5. Bundle Gift Baskets of Local Goods

Create gift baskets featuring local foods and products, which are perfect for holiday gifts. Offer these at a discounted rate or include a small freebie with each purchase.

Conclusion

Small Business Saturday is the perfect opportunity for small businesses across various industries to connect with customers, build community spirit, and create memorable experiences.

From curating the right playlist to hosting local artisans and offering unique promotions, there are many ways to make this day special and encourage customers to come back. By focusing on community partnerships, exclusive offers, and personalized experiences, businesses can not only boost Small Business Saturday sales but also build lasting relationships with customers.