What falls between Black Friday and Cyber Monday?

So, first things first - what is Small Business Saturday? In a nutshell, this shopping day falls between Black Friday and Cyber Monday. It was established in 2010 by American Express to encourage consumers to support small, local businesses during the holiday season. Since then, the movement continues to grow by leaps and bounds. An estimated $14.3 BILLION was spent at small, independent businesses on Small Business Saturday last year. Visit the Shop Small site on American Express to get access to materials to help promote your business.

Small Business Saturday spokesperson Nicole Leinbach-Reyhle explains, "even without being a traditional retailer, you can still maximize this day. Have food, music and raffles that customers can enjoy. Thank past customers and promote upcoming specials on future services they may need."

The key is to celebrate your business and invite your customers to join you. Here are a few ways experts suggest you maximize the benefit of this special day and reap a little more holiday cheer this year:

1. Offer incentives. Examples: Free gift with purchase (free lip balm with purchase of moisturizer) or a free service with purchase (free lip or brow wax with purchase of a facial). Stimulate weekday appointments with specials on services booked for a Tuesday or Wednesday ("Wax It Wednesday" - hand out a coupon for 20% off any wax service booked on Wednesday) or offer a 10% or 20% discount for any service appointment scheduled within the next two months. It’s a great way to extend the holiday sales into the new year when business is often slower.
2. The No-Fail Gift. What woman (and a growing number of men) wouldn't enjoy the gift of a rejuvenating facial or a spa mani/pedi? Be creative with gift certificates - package them together with a retail product, such as a hand cream, candle, or lip balm that allows clients to purchase as attractive, ready-made gifts for family and friends.
3. Pay it forward. Join forces with a local charity and let customers know that each time a service (or gift card) is purchased, a portion of the sale goes to the dedicated charity.
4. Collaborate. Small-business owners in the service industry have an opportunity to partner with stores or other service providers to gain attention. As an example, Salons & Spas can partner with chiropractors, fitness professionals, boutiques, florists, or bakeries to combine forces and help bring exposure to each others businesses.

Now’s the time to start considering your marketing plan for Small Business Saturday and build a big buzz around why your customers and community should join you on this fun day! Utilize Eventbrite or Facebook to create a free event for your salon & spa and share it on social media, email, etc to help spread awareness to existing and potential customers of your special offerings and happenings on Small Business Saturday.

Do you have additional tips for making Small Business Saturday a great success? Comment below!