At Jewelers of America, we are always looking for ways to support independent jewelers, who make up the majority of our membership. Much of our promotional efforts goes toward educating consumers on the importance of shopping with local Jewelers of America-member jewelers. It's why we love Small Business Saturday and the Shop Small® campaign created by American Express in 2010. Sandwiched between Black Friday and Cyber Monday, Small Business Saturday is an opportunity for jewelers to get a jump on holiday sales, stand out from e-tailers and generate customer excitement at the start of the holiday sales season. Here's how jewelers can make the most of it on November 30:
In 2012, U.S. consumers spent $5.5 billion during Small Business Saturday. Make sure your jewelry business gets a piece of the 2013 Shop Small profits. To make the most of Small Business Saturday, jewelers need to feature a promotion to garner excitement and prompt visits to your store. Participating retailers usually create coupons for future offers or discounts; offer additional customer service like free gift wrapping; giveaway prizes or host contests; and/or give free items with purchase.
This is a chance to showcase what makes your store unique, but it doesn't need to be complicated. Last year, DJ Crater -- a clothing boutique in Chatham, NJ -- increased sales by $10,000 on Small Business Saturday by simply offering 20% off any accessory and muffins and coffee to early morning shoppers.
Once you have your Small Business Saturday strategy, plan the marketing elements in advance. American Express makes it easy with free marketing tools (signage, email content and Facebook graphics) available at the Shop Small website. Click here to see the resources. The website even lets you customize the Shop Small poster with your store name and location. Make sure you add any planned marketing emails, press releases and social media promotions to your holiday marketing calendar. (Don't have one? Use this as your guide.)
- Plan Small Business Saturday marketing emails to begin the first week of November.
- If you are holding a special event, create a press release and submit it to your local media at least two weeks prior.
It goes without saying that Small Business Saturday is primarily a social media-driven campaign. American Express promotes it online; American Express cardholders are also encouraged to "check in" to their local businesses for exclusive deals via FourSquare or Facebook. To get the most reach from Small Business Saturday incorporate social media posts into your marketing calendar in the month prior to Saturday, November 30:
- Schedule Facebook and Twitter posts, escalating frequency two weeks before November 30.
American Express offers a directory of participating "Shop Small" retailers at the campaign's website that lists qualifying American Express® Card accepting small merchants. This is the equivalent of free advertising! Visit the Shop Small website to make sure that your business is included on the Shop Small® Map so that local American Express® Cardmembers and potential customers can have another way to find your business.
After three years, the Shop Small campaign continues to raise awareness of the importance of supporting local, independent retailers. Consumers want to, so make it easy for them to find you on November 23, 2013. Check out more information at the Small Business Saturday Facebook page, which features retailer's stories of how they made it a success in year's past.