Small Business Saturday and Giving Tuesday Marketing Ideas

As Cyber Week approaches, businesses can capitalize on Small Business Saturday and Giving Tuesday to boost sales and engage communities. This article explores the origins, significance, and effective marketing strategies for these key days, offering insights into enhancing customer loyalty and promoting generosity. Whether you’re a small business owner or a marketer, discover actionable tips to make the most of these impactful events.

Small Business Saturday Fun Facts

• Small business Saturday started as a campaign launched by American Express in 2010. 
• Congress passed a resolution in 2011 officially recognizing Small Business Saturday. 
• Circulating money within the same locality helps that community flourish. A robust network of local funds allows individuals and businesses within a community to support each other effectively. 

Giving Tuesday Fun Facts

• Giving Tuesday launched in 2012 at the Young Men’s Christian Association (YMCA) on 92nd street in New York City.  
• Giving Tuesday is a global movement that aims to unleash the power of radical generosity around the world. 
• Giving Tuesday inspires hundreds of millions of people to give, collaborate, and celebrate generosity worldwide. 

Small Business Saturday Statistics 

• There are 33.3 million small businesses in the US, and they make up 99.9% of all businesses. 
• In 2023, 86% of Small Business Saturday shoppers shopped in-store. 
• More than half (55%) of small business owners expect that Small Business Saturday will play a crucial role in boosting their overall holiday sales. 
• Since American Express launched Small Business Saturday in 2010, consumers have reported an estimated $184 billion in spending at small businesses on that day. 

Giving Tuesday Statistics 

• It is estimated that $3.5 billion will be raised on Giving Tuesday 2024. 
• In 2023, $3.12 billion was raised on Giving Tuesday, an increase of 0.6% from 2022. 
• In 2023, 34 million adults in the U.S. participated in Giving Tuesday in some way, reflecting a 10% decline in participation from the year prior. 
• A 2015 study by the John Templeton Foundation found that 93% of consumers were familiar with Black Friday, while only 18% were aware of Giving Tuesday. 

The Rise of Cyber Week 

What was once limited to Black Friday has now expanded into a week-long series of spending and promotional events. Small Business Saturday and Giving Tuesday occur during one of the busiest shopping times of the year—Cyber Week. Black Friday originated in the US as a major shopping discount day, taking place the day after Thanksgiving. Its success was so significant that the sales phenomenon spread internationally to countries including Canada, Australia, and the UK. 

The success of Black Friday also led to the creation of Cyber Monday, which gained popularity in 2005. Cyber Monday has since expanded into an entire week of sales, aptly named Cyber Week. Small Business Saturday was introduced by American Express in 2010 to encourage consumers to shop at small businesses on the Saturday after Thanksgiving. Following this, Giving Tuesday was established in 2012 to inspire generosity worldwide and is now held annually on the Tuesday after Thanksgiving. 

Why are Small Business Saturday and Giving Tuesday Important for Marketers?  

Small Business Saturday

For small businesses, Small Business Saturday is like Black Friday with a distinct local flavor. Customers are encouraged to support their neighborhood businesses, driving significant foot traffic and online engagement. This is an invaluable opportunity to showcase unique offerings and foster customer loyalty. 

Giving Tuesday

This global movement leverages the power of social media and collaboration to encourage giving back. It’s a day to focus on philanthropy, making it an excellent moment for brands to demonstrate their commitment to social responsibility. #GivingTuesday is often used for the purposes of hashtag activism online.  

Marketing Strategies 

Community Engagement

For Small Business Saturday, consider hosting local events to make shopping a more engaging experience. Think themed days, in-store demonstrations, or family-friendly activities. Collaborating with other local businesses for joint promotions is another effective strategy. This can increase your reach and attract diverse customer groups, fostering a sense of community support. 

On Giving Tuesday, align your brand with a cause that resonates with your audience. Promote this alignment through your social media channels and email campaigns for maximum visibility. Encourage more giving by offering to match customer donations to selected charities, showing your commitment and encouraging more significant contributions. 

Social Media Campaigns

For Small Business Saturday, encourage customers to post about their purchases using a specific hashtag. This can generate buzz and provide you with valuable, free marketing content. User Generated Content (UGC) greatly influences 79% of people’s buying decisions. When running Social Media Campaign Ads, create look-alike audiences or segment your current customers, allowing you to easily target them on social media, ensuring your promotions reach the most relevant and engaged audience. 

For Giving Tuesday, highlight impactful stories that showcase the importance of giving. Share testimonials from beneficiaries or share behind-the-scenes look at charitable activities. Use popular Giving Tuesday hashtags like #GivingTuesday, along with your unique spin, to gain traction and expand your reach. Segment your social media ad campaigns to effectively target customers with personalized messages, enhancing your campaign’s effectiveness by reaching those who are most likely to engage and contribute. 

Email Marketing

A targeted email marketing strategy is crucial for both days. Divide your email list into relevant segments such as loyal customers, recent buyers, and newsletter subscribers, and tailor your messages to each segment. For instance, send a promotional email to last year’s Small Business Saturday supporters with an exclusive offer to thank them for their support (example seen below). For loyal customers, highlight a VIP experience or additional loyalty points on their purchases. Target recent buyers with suggestions for complementary products based on their past purchases, encouraging them to return. 

Example of Small Business Saturday email creative to be deployed to customers that purchased last year.

For Giving Tuesday, email marketing campaigns are essential for effectively promoting your charitable initiatives and encouraging community participation. Through well-crafted emails, you can highlight donation incentives, such as matching gifts or exclusive rewards, to motivate your audience to contribute. Additionally, use email marketing to announce any special offers or events you are hosting for the holiday, ensuring your subscribers are fully aware of the impact their support can make. By delivering engaging and informative content directly to your audience’s inbox, you can drive greater engagement and maximize the success of your Giving Tuesday efforts. 

Offer Incentives

On Small Business Saturday, offering incentives can drive significant engagement and bolster sales. Providing exclusive, time-sensitive deals creates a sense of urgency that encourages customers to make immediate purchases. Special discounts, limited time offers, and flash sales can captivate your audience and boost foot traffic and online sales. Additionally, implementing a loyalty program that offers rewards for repeat purchases can be highly effective in retaining customers and building long-term relationships.  

On Giving Tuesday, consider offering a percentage of sales to charity to incentivize purchases while supporting a good cause. For instance, if you are a pet care company, pledge to donate a portion of your profits on Giving Tuesday to animal welfare organizations. To maximize impact, segment your existing audience and expand your segmentation strategy to target consumers interested in animal welfare (example seen below). This day provides a unique opportunity to reconnect with past customers and broaden your reach through targeted email campaigns. Additionally, offering free gifts that align with your brand’s values for every donation or purchase can further encourage participation and foster goodwill. 

Example of Giving Tuesday incentive creative to be deployed as a customer acquisition strategy to animal welfare donors and/or to maintain customer retention strategy among customers who have purchased within the last 12 months.

SEO and Website Optimization

Optimizing your online presence is vital. For Small Business Saturday, focus on local SEO. Optimize your website for local search terms to appear in “near me” searches and ensure your Google Business profile is up to date. 

For Giving Tuesday, create story-driven content. Develop blog posts or landing pages dedicated to the charitable causes you support and share the impact of these causes to engage visitors. This approach not only boosts your SEO but also helps to build an emotional connection with your audience. 

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