Last year’s Small Business Saturday drew in an estimated number of 108 million shoppers, according to a survey conducted by the National Federation of Independent Businesses and American Express. This year’s Small Business Saturday is on November 30th and promises to be just as strong, if not stronger than ever. Here are some ways that custom framing stores can tie into what has become one of the most popular days of the holiday shopping season.
1. Tap into your local chamber of commerce
There is strength in numbers when it comes to drawing customers in on Small Business Saturday. Find out what your local chamber is doing to support the day and how you can participate. For example, if your chamber is promoting the day on social media, your custom framing projects would provide great visuals for their posts.
Another fun idea is to volunteer a corner of your shop for hot chocolate and cookies if your chamber is looking for stores to host refreshments for shoppers. Some chambers will provide gift certificates at a local restaurant for shoppers who spend a certain amount of money at local businesses; make sure purchases at your shop count toward that.
2. Prepare to be social
Plan your social media posts a week in advance to take advantage of #hashtags and buzz about the day. Incorporate #ShopSmall and #SmallBizSat in all posts leading up to the day and over the weekend. Post photos of projects that send the message of how small businesses are the perfect place to find the highly personal gifts people seek out every holiday.
3. Offer free gift wrapping
Like custom framing, gift wrapping is all about the presentation, so it makes sense to draw customers in by offering to wrap their items purchased from your shop as well as other small businesses in your area. While gifts are being wrapped, potential customers will browse your shop and take in all of the ideas for creative and truly unique gifts that your display wall showcases. If you offer free gift wrapping, make sure you promote this through window signage, a sandwich board, your website, and your social media accounts.
4. Host a holiday wall décor class
A wall décor class provides tips for using framed art to add a festive touch to decorating for the season. Incorporate project ideas such as framed ornaments and holiday cards, and how to rotate art for a fresh seasonal look in and among more traditional decorations such as wreaths, lights, and greenery.
5. Give thanks for small businesses
One of the reasons Small Business Saturday is so popular is because of the connection customers feel when shopping at a business that represents their community. Tell stories about your own experiences with customers and show appreciation for being a part of the small business community in your area on social media and your website. Make sure to tag your chamber and other local businesses in your social media posts to maximize sharing.
6. Prepare your staff
The customer experience is what helps keep brick and mortar stores stay top-of-mind in the age of increasing reliance on cyber shopping. Make sure your staff is prepared to show customers such a great time they can’t help but come back for more. For days with high foot traffic and busy hours at the design counter, make sure your staff knows how to handle waiting or indecisive customers, or people “just browsing.” Don’t forget to help your silent salesperson — your display wall — look its best with examples of holiday gifts and outstanding design.
Regardless of what you do to recognize Small Business Saturday, make a point to reach out to customers in advance with details. Check out the holiday-themed email marketing tools available on our website that do double duty by showcasing gift ideas and providing an easy way to drop in details about your shop’s Small Business Saturday happenings.
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This article is intended for educational purposes only and does not replace independent professional judgment. Statements of fact and opinions expressed are those of the author(s) individually and, unless expressly stated to the contrary, are not the opinion or position of Tru Vue or its employees. Tru Vue does not endorse or approve, and assumes no responsibility for, the content, accuracy or completeness of the information presented.