4 Ways Company Owners Can Make the Most of Small Business Saturday

Black Friday is arguably the most important day of the year for businesses of all sizes. But if you run a small business, there's another important event to focus on that weekend -- Small Business Saturday.

A good 36% of Americans intend to shop on Small Business Saturday, according to recent data from Drive Research. But unfortunately, 78% of shoppers expect to spend less than usual due to the ever-rising cost of living.

As a small business owner, it's important to do what you can to make the most of Small Business Saturday. Here's how.

1. Think outside the box

On Small Business Saturday, companies everywhere will be offering promotions and discounted products. But if you're able to come up with a more creative hook, it might really bring more customers to your door.

Rather than just hold a 30% off sale, consider something fun like "free cookies with every purchase." An idea like that could drum up business because customers are apt to be curious and engaged at the very least.

2. Partner with other businesses for cross-promotion

Maybe you run an apparel shop, and there's a nearby brewery that's been looking to drum up business. Why not work together on marketing to drive customers back and forth on Small Business Saturday?

Partner with that brewery so your shared patrons get a free beer with a minimum in-store purchase at your shop. And offer customers 10% off of their credit card tab if they show a same-day receipt from the brewery.

3. Use social media to your benefit

Social media can be an effective means of driving customers to your door. Talk up your business in the days leading up to Small Business Saturday. Also, talk about who you are. If you have ties to the community -- say, you grew up in town -- open up about that.

Customers are often eager to support people whose stories they can relate to. If you explain that you launched your business so you could support your young kids and do something you're passionate about, that might resonate with locals. And it might inspire them to show up with cash in hand the Saturday after Thanksgiving.

4. Incentivize existing customers to pay you a visit

You may have certain regulars who help keep your business afloat. Encourage them to support your company on Small Business Saturday by offering up special incentives -- consider options like discounts on specific products (perhaps the ones you've overstocked) or fun coupons they can redeem during the day.

If you let it be known that these perks are for existing, loyal customers only, those on the receiving end may be more inspired to show up. Better yet, come up with some sort of incentive that motivates them to bring a friend along -- perhaps a courtesy friends-and-family discount.

Small Business Saturday only happens once a year, so it pays to try to make the most of it. But the reality is that you can use these tips outside of that event to drum up business all year-round. And that could be even more beneficial to your company.