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Slated for the Saturday after Thanksgiving in the United States, Small Business Saturday is an initiative started by American Express. During such a shopping-centered time of year, the initiative encourages consumers to shop small and support small businesses that are often overlooked by the blockbusters of Black Friday deals from large corporations. It acts as a counter to Cyber Monday and Black Friday, but expert marketing campaigns bolster it just as much.
Read on for The Best Small Business Saturday Marketing Campaigns.
What Makes a Great Small Business Saturday Campaign
To support brick-and-mortar businesses, the most effective campaigns tap into local pride and neighborhood stories. Small Business Saturday marketing campaigns will be bolstered by authentic storytelling. For social media, creators and businesses should share behind-the-scenes content of the company, as well as stories about the founders. Customers love a storytelling element, so be sure to incorporate these elements into your campaigns. Campaigns that celebrate craftsmanship, relationships, and resilience stand out.
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Small Business Saturday marketing campaigns will also benefit from local social amplification. The use of local influencers or micro-creators can engage communities to purchase from small businesses.
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Finally, offer limited-time promotions. Limited-time promotions, such as “shop small” bundles, drive urgency, especially as consumers seek to find the perfect holiday gift for their families.
Case Study #1 – American Express’s ‘Shop Small’ Movement
American Express is the originator of Small Business Saturday. The company continues to champion small merchants through national awareness campaigns. American Express’s ‘Shop Small’ movement involves collaborations with influencers and celebrities sharing their favorite local shops. The campaign utilizes branded hashtags, such as #ShopSmall, and the company provides business resources through American Express.
- Why It Worked: American Express utilized storytelling and a strong brand association with community empowerment to enhance its Small Business Saturday marketing campaigns.
- Takeaway for Brands: Even big brands can spotlight small ones—use your reach to create a ripple effect for local businesses.
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Case Study #2 – Etsy’s #ShopLocal Creator Campaign (150 words)
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For their Small Business Saturday marketing, Etsy created its #ShopLocal Creator campaign. The business encouraged creators to share handmade or vintage finds from small Etsy shops in the lead-up to Small Business Saturday. Etsy partnered with micro-influencers across lifestyle, DIY, and design niches to share personal “gift lists” and shopping videos. This tactic tapped into the micro-influencers’ audience, providing them with ideas for what to purchase for themselves or others over the holidays. Etsy tapped into the handcrafted, well-made, and well-loved aspect of their business, and Etsy shoppers reciprocated the love.
- Why It Worked: Personalized, organic-feeling recommendations resonated with audiences tired of mass-produced holiday ads.
- Lesson for Brands: Authentic product storytelling through niche creators drives both engagement and conversion.
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Case Study #3 – Square’s “For Every Kind of Business” Series
Business and technology company Square spotlighted small merchants using their POS systems through short social videos and testimonials. They invited real entrepreneurs to their challenges and wins, creating mini-documentaries amplified by local creators. This tapped into the human connection between entrepreneurs and their customers. Customers like to know from whom they are buying – to see a face attached to the business is a breath of fresh air in an economy run by faceless conglomerate giants. As we mentioned above, customers love a story, whether it’s a multigenerational family-owned business or a more recent one built from the ground up.
- Why It Worked: Humanized tech marketing, building business credibility through storytelling rather than hard selling.
- Lesson for Brands: Focus on the people behind the products—audiences love to see real business owners thrive.
Case Study #4 – Shopify’s “Meet the Makers” Influencer Series
Our next Small Business Saturday marketing campaign is Shopify’s “Meet the Makers” influencer series. Shopify collaborated with creators to profile small business owners during Small Business Saturday week. Shopify features artisans, bakers, and fashion designers sharing their processes and products via YouTube and Reels. The uplifting tone and professional quality of the social media campaign allowed customers to feel connected once again to the entrepreneurs and merchants creating products and goods. This once again made a sense of shared humanity between entrepreneurs and customers that big businesses cannot replicate.
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- Why It Worked: Uplifting tone and professional-quality storytelling encouraged both inspiration and action.
- Lesson for Brands: Long-form storytelling and video content create stronger emotional ties around community shopping days.
Local Collaboration Example: Visit Asheville’s #AshevilleShopsSmall
Last year, Asheville, North Carolina, announced its Shop Small, Win Big campaign, with the hashtag #AshevilleShopsSmall. This Small Business Saturday marketing campaign, in partnership with Bank of America, is an excellent example of local collaboration, as it involved the regional tourism board teaming up with local influencers to highlight downtown stores and craft markets.
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Their tactics included geo-tagged campaigns, weekend itineraries, and influencer-led shopping tours, which promoted both tourism and small business sales. The idea was not only to bring regional tourism to Asheville, but also.
- Why It Worked: Blended tourism marketing with community support, tapping into local pride and destination appeal.
- Lesson for Brands: Don’t Underestimate Local Influencer Power—Authentic Neighborhood Advocates Outperform Generic National Messaging.
How Influencer Marketing Amplifies Small Business Saturday
Although the initiatives may not seem connected at first, influencer marketing does a significant amount of heavy lifting when it comes to Small Business Saturday marketing. The bottom line is:
Micro-influencers = macro impact.
The tight-knit communities of local micro-influencers are more responsive to calls to action, especially when a campaign is regionalized and personalized to locals or regional tourists.
Micro-influencers can make reels, day-in-the-life shopping vlogs, and “gift guide” collaborations to encourage consumers to shop small during Small Business Saturday.
Tips for small businesses:
- Partner early to align on messaging.
- Offer unique perks (discount codes, giveaways).
- Repost influencer content to your own channels for social proof.
Data shows influencer-led campaigns around Small Business Saturday generate higher engagement than traditional paid ads.
This Small Business Saturday, be sure to engage your local community and tap into your area’s micro-influencers. Happy shopping!
