Blog · Seasonal
Small Business Saturday Is Not Just for Shops: How Service Businesses Can Join In
Small Business Saturday falls on November 28 this year, the Saturday after Thanksgiving. Started by American Express back in 2010, it has become a yearly reminder for people to spend some of their holiday money close to home.
Most of the attention goes to boutiques, coffee shops and restaurants. That makes sense, since they have a storefront people can walk into. But if you run a service business, like plumbing, HVAC, cleaning, roofing, insurance, bookkeeping or auto repair, you can be part of the day too. You just have to approach it a little differently.
Think "shop local," not "shop"
Nobody is going to buy a water heater as a stocking stuffer. That is fine. The spirit of the day is choosing local businesses over big national chains, and that message fits service companies perfectly.
Use the weekend as a chance to remind people that you are local, that you live and work in the same neighborhoods they do, and that the money they spend with you stays in the West Valley. A simple post with a photo of your team or your truck in a recognizable spot in Peoria, Glendale or Surprise says a lot.
Offer something that makes sense for your business
You do not need a doorbuster deal. A good Small Business Saturday offer for a service business is usually one of these:
- A gift certificate. A house cleaning, a detail, a tune-up or a carpet cleaning makes a thoughtful gift for parents, grandparents or busy neighbors.
- A booking incentive. A small discount or bonus for anyone who schedules January or February work over the weekend. It fills your slower winter calendar early.
- A bundle with a partner. Team up with another local business for a combined offer. Think a window cleaning plus a carpet cleaning, or a home insurance review with a mortgage check-up.
- A free resource. A seasonal checklist, a short home maintenance guide or a year-end tax prep worksheet. It costs little and gives people a reason to remember you.
Keep it simple. One clear offer is easier to share than three complicated ones.
Promote each other
Here is where a referral group really shines. Small Business Saturday is a one-day spotlight, and you have a room full of business owners who can help amplify each other.
A few easy ways to do it:
- Share each other's posts. If every member shares two or three fellow members' offers that weekend, everyone reaches a much bigger audience.
- Make a local gift list. Put together a short "gifts from local businesses I trust" post featuring the people you refer to all year.
- Buy from each other. Need holiday gifts for clients or employees? Start with your own network.
When customers see local business owners recommending each other, it builds trust in all of you.
Do not forget your current customers
Your best audience for the weekend is the people who already know you. Send a short email or text to past customers. Thank them for supporting a small business this year, mention your offer and ask them to pass it along to a friend.
That last part matters. A happy customer forwarding your gift certificate to their sister is exactly the kind of word-of-mouth that keeps local businesses going.
Get ready this week
Thanksgiving week gets busy fast, so do the prep now:
- Decide on your offer and the dates it runs.
- Make or update your gift certificates, whether printed or digital.
- Write two or three short posts and schedule them for Friday through Sunday.
- Tell your referral partners what you are offering so they can share it.
- Plan how you will follow up with anyone who buys or books.
Small business support all year
Small Business Saturday is one day, but the idea behind it is something our chapter practices every week. At BNI A1 Networkers, local business owners meet every Thursday to learn about each other's businesses and pass referrals to people they know and trust. That is Givers Gain® in action, and it works just as well in March as it does in November.
If you own a business in the West Valley and want a group of people who will help spread the word about you all year long, come see what a meeting is like. We meet Thursdays at 7:00 AM at Brothers Family Restaurant, 8466 W. Peoria Ave, Ste. 1, in Peoria.