With Thanksgiving falling as late as possible on the calendar this year, Independent retailers have a few extra days to get ready for Small Business Saturday (November 30) — the annual event held the Saturday after Thanksgiving. This year also marks the 15-year anniversary of its inception.

First observed in 2010 as an American Express initiative to support local businesses in the depths of the economic recession, Small Business Saturday quickly gained widespread traction. One year later, the U.S. Senate passed a resolution in favor of supporting Small Business Saturday and all 50 states have recognized and observed this day since 2012.

So that’s the history. That is why consumers are encouraged to support local businesses on one of the busiest shopping days of the year. But how can Independent retailers prepare for this day, knowing that in-store — and even online — traffic may be up?

Let’s look at four ways your business can drive awareness, better engage shoppers and showcase a culture of customer appreciation on this special shopping day.

Host an Open House 

Don’t assume your community will show up on Small Business Saturday. Invite them into your store with an event that makes it all about them, not you. But how does an open house differ from just being open?

Make it a true event, with food, drinks, door prizes, drawings and product demonstrations. Partner with other local businesses to showcase fresh baked goods, specialty coffee and hot chocolate or locally made wares that complement your own products. Play holiday music or Christmas movies on your in-store TV displays. You could even invite a local musician to play in your store or decorate for Christmas and invite families to bring their kids to see Santa.

Whatever you do, encourage customers to stay a while and be sure your staff mingles and really gets to know them. Make it feel like an exclusive, can’t-miss fun occasion amidst what might otherwise be a stressful shopping day.

Offer Exclusive Promotions 

Advertise unique doorbuster deals to the first few customers in the door, or to all early bird shoppers who show up before a certain time. Offer one-day-only specials, like free delivery or a gift with purchase. Be sure to promote any extended Black Friday or Cyber Week sales as well, but use this day to go above and beyond for the customers who do show up for you.

Spread the word on your social media accounts and through other local advertising channels to get the word out ahead of that weekend — and ideally as early as possible, to get ahead of the swirl of sales messaging in the latter part of November.

Extend the Fun Online 

Speaking of Cyber deals, don’t forget to set your website up for Small Business Saturday. Shopping local includes online shopping, too. Not everyone wants to — or is able to — go out into the holiday shopping frenzy during that long Thanksgiving weekend.

While it is easy enough to make in-store promotions available on your website — especially using NMG’s OneShop digital platform — consider other ways you can bring the in-person party online.

Share video snippets and photos of the event on your Instagram and Facebook stories. Interview customers who are willing to be shown on your social channels. Post a recap of the day as a permanent in-feed post to show how you appreciate your customers. The more authentic and less polished the better.

And don’t forget to tag any other businesses or local celebrities you partner with so they can share your posts with their audiences.

The Follow Up Matters, Too! 

Hosting an in-person event gives you an opportunity to grow your email marketing list. Ask attendees to sign up and receive emails for future promotions and customer appreciation days. Gather email addresses from online shoppers as well with targeted popups.

And then, actually follow up. Start with a “thank you” email to those who visited your store or your website on Small Business Saturday. You could even follow up with a coupon for their next visit.

Don’t let your customer appreciation event be a one-and-done situation. Show how it fits with your company’s core values and the culture you have cultivated. And set the expectation that there is more to come.

NMG MEMBERS: Check out our Black Friday Promotion Toolkit on MemberNet here.