Small Business Saturday falls on November 30, 2024, but smart entrepreneurs have already begun their preparation work. Harnessing the consumer energy of this day takes the right approach but can significantly boost sales before the end of the year. Here are five steps to growing your bottom line by rocking Small Business Saturday.
Analyze What Customers Want
Have you fully explored the power of your point of sale (POS) system? Such devices cost too much to function as mere cash registers. Consider them valuable partners in fueling business operations.
For example, many POS systems work with third-party software to create customer loyalty programs that also allow you to customize the shopping experience. They track frequently purchased items, offering automatic price breaks. Program yours to remind sales associates to provide special discounts on products they know certain customers use — a reminder pops up instructing them to ask, “Are you out of X? We can offer 50% off today only — just for you.”
Such innovations offer a genuinely personalized shopping experience while growing sales. The shopper receives something they already value at a discount while basking in the warm glow of community, thinking, “This store understands me and my needs.” It means much more when coming as a personalized recommendation from your associate, furthering the human connection that so often gets lost in a technological society.
Connect With Customers Early
One thing technology has failed to do is reduce work obligations and stress on individuals. If anything, it’s made life even busier. As such, many people miss out on sales they might otherwise attend because something else came up and they forgot.
So, start connecting with customers early. Fortunately, technology does make it easier to accomplish this by allowing automated email and text campaigns. Plan your strategy now, including the mode of contact and messages. Schedule periodic reminders starting in September, with notifications coming out more frequently as Small Business Saturday 2024 approaches.
Offer Inclusivity
The world may have moved on from the COVID-19 pandemic. But people haven’t stopped getting sick, and many with compromised immune systems or who love someone with one still have valid fears about crowded public spaces. Welcoming these folks — who often struggle with feeling left out — can win you loyalty for life. Consider hosting a virtual raffle or other fun initiative with your online sales instead of strictly in-person promotions.
Offer a varied in-person experience throughout the day so everyone can enjoy visiting your retail location. Do you remember how grocery stores had special hours for at-risk populations during the pandemic’s height? Another idea is having a quieter sensory hour where you dim the lights slightly and turn down the music so those with processing differences can shop without all the distractions — a boon for parents of neurodiverse children.
Rally and Reward Your Staff
You might have the most ingenious business model in the world, but it can all fall apart if you fail to care for the people working hard to make it a reality. Shred the mindset that pulling mandatory overtime is “just part of the job” and instead coordinate with your staff to make your Small Business Saturday event a success. Predictive scheduling laws, which require you to give advance notice to staff about their days and hours of work, are only in limited locations and in many instances only apply to large employers, but these laws are something to keep in mind.
Now is the time to meet your staffing needs. Many people plan to travel around the holidays, so speak with your team now to determine who is available and for what hours. Work with a temp agency if you need additional coverage. Who would you rather have representing your small business on one of its biggest days of the year — someone grateful for extra cash or depressed over missing Thanksgiving with their ailing grandmother?
As long as you have sufficient experienced team members to answer tough questions, you can find ample temps who can run a register, stock shelves, and hand out samples. Reward employees who volunteer to do extra with holiday pay or another agreed-upon treat. After all, you celebrate your successes — shouldn’t the team members who make it possible also reap the fruits of their labor?
Go Light on the Promotional Gifts
Many retailers spend a bundle on promotional gifts that go unused. Some ironically end up in landfills and can drive away customers focused on environmental sustainability.
It’s much better to invest in an overall pleasant shopping experience and great discounts. That way, your customers save on items they genuinely need and use. If you must give a gift, keep it something useful, like a pen — you can use any extras to replenish your supply.
Prepare for Small Business Saturday
Small Business Saturday 2024 can propel your business from the red to the black. It’s a valuable opportunity to drive sales and customer loyalty. Maximize your profits with this approach.
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