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Small Business Saturday is a significant, dedicated event that encourages consumers to support local, independent businesses. In 2025, this exciting day falls on 29 November. It’s a powerful opportunity for your business to shine, increase visibility, and strengthen ties with your local community.
The numbers prove the enthusiasm, with over half of Brits preferring the more personalised and unique offerings of small businesses, highlighting the public’s eagerness to provide essential local support. We've broken down your preparation into four core phases that focus on connection, authenticity, and delivering an unforgettable experience.
Part 1: Setting the stage
The foundation of a great Small Business Saturday is your unique identity and making sure customers can easily find you.
Share your authentic story
Customers choose small businesses for connection, authenticity, and meaning. This is your chance to shine.
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Own your identity: Highlight the values, history, and people behind your brand on your website and social channels. Show the face behind the business.
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Register and own your local profile: Sign up on the official Small Business Saturday UK website. Registration often comes with free promotional materials and inclusion in the Small Business Finder tool.
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Update your local listings: Make sure your Google Business Profile (or equivalent local listings) has accurate hours, photos, and mentions any SBS offers.
Craft meaningful promotions
Small Business Saturday is more about value and experience than chasing the best discount.
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Create exclusive offers: Offer something customers can only get on 29 November. This could be a special discount, a limited-edition bundle, or a conditional reward (e.g., a free gift with a £25 purchase).
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Reward loyalty: Give existing customers or email subscribers early access to promotions to show appreciation and build anticipation.
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Align with the season: Stock up on popular festive items to meet demand and inspire gift purchases.
Part 2: The pre-game
Smooth operations allow you to focus on your customers, not the chaos. This readiness is key to delivering a great experience.
Prepare inventory and financial readiness
Ensure your shop can handle the expected increase in demand without stress.
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Stock smartly: Use last year’s data to anticipate popular items and confirm delivery timelines. You need enough stock of popular items to avoid disappointing customers.
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Streamline your online store: If you sell online, make sure your website is fast, secure, and that all payment methods are working.
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Manage cash flow: Use a business credit card, like the Capital on Tap Business Credit Card, to fund stock purchases or any increased staffing costs. This helps you manage your cash flow during the pre-sale investment period.
Prepare your team and policies
A prepared team is a happy team, which translates directly into a better customer experience.
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Train your team: Ensure your staff is knowledgeable about the day’s promotions and your product inventory.
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Clarify policies: Display returns, shipping, or gift policies clearly to build customer confidence. A simple, fair policy helps reduce hesitation.
Part 3: The day
This is where you bring the spirit of the day to life, focusing on connection, not just transaction.
Engage and build community on social media
Use your platforms to connect with your community, not just to advertise.
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Use relevant hashtags: #SmallBusinessSaturdayUK, #ShopSmall, and local hashtags (e.g., #ShopLocalYork) help your posts reach a wider audience.
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Promote user-generated content: Share customer photos, glowing reviews, and testimonials. Content from real people adds an authenticity that resonates with the day's spirit.
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Work with local influencers: Identify local figures who align with your brand. They can offer an authentic endorsement to a highly relevant audience.
Host and support local
Show commitment to your neighbourhood and make your shop a destination.
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Host a welcoming event: Offer complimentary snacks or drinks, or host a short workshop related to your products to encourage browsing and lingering.
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Collaborate with others: Partner with other local businesses to host a joint pop-up market or a "Shop Small Trail". This pools your marketing efforts and showcases your collective commitment.
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Support a Local Cause or Charity: Commit to setting aside a small percentage of your sales revenue from 29 November for a local charity. Use your social media and in-store signage to clearly explain how customer purchases contribute.
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Offer personalised service: Look for opportunities to go the extra mile, whether it’s through custom gift options or simply offering a warm, friendly welcome.
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Extend your hours: Consider staying open a little later to accommodate busy weekend shoppers.
Part 4: Building long-term loyalty
The day is over, but the opportunity to build a long-term relationship is just beginning. This is how you convert a transactional shopper into a loyal fan.
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Thank your customers: Immediately reach out to customers (via email or a social post) to genuinely thank them for their support.
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Nurture new customers: Welcome new shoppers to your community with a follow-up email that includes a small discount on a future purchase to encourage their next visit.
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Collect feedback: Ask customers what they enjoyed or what could be improved. Simple post-purchase surveys can uncover valuable insights for your next event.
Why get involved with Small Business Saturday?
Getting involved is about more than just a single day's sales; it’s a strategic move to secure long-term growth and strengthen your place in the community.
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Increase your exposure: The nationwide campaign drives public attention, and if you are registered, the Small Business Finder tool makes it easy for new clients to discover you.
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Boost your sales: Customers are actively looking for unique products and gifts that they can’t find in major chain stores. This is your chance to showcase high-quality, distinctive items.
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Encourage customer loyalty: By offering special deals and a personal, friendly shopping experience, you are actively building relationships that lead to repeat business and positive word-of-mouth marketing.
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Create community spirit: Participating shows you are committed to your local area. Partnering with other local entrepreneurs builds goodwill and helps drive collective traffic.
The bottom line
Small Business Saturday is an excellent opportunity to showcase your business and connect with the community. By focusing on authenticity, local partnerships, and great customer experience, you lay the foundation for sustainable growth and thriving customer relationships that last long past the holidays.
Frequently asked questions
What is Small Business Saturday?
Small Business Saturday UK is a grassroots campaign dedicated to supporting small businesses and highlighting their crucial role in the economy. Established in 2013, it takes place annually and encourages people to 'shop local' by visiting or buying from small independent shops, artisans, and entrepreneurs.
Who participates in Small Business Saturday?
Absolutely everyone! Whether you’re a shopper looking to support local businesses or a small business owner, anyone who wants to champion the cause of small business can take part.
