7 Strategies to Make the Most of Small Business Saturday for Photographers
Hundreds of thousands of consumers will take part in Small Business Saturday, spending billions of dollars in the process. However, it takes more than just being an entrepreneur to catch their eye and secure their business. If you plan on making the occasion successful, you need to strategize and prepare. Cover photo by Marissa Grootes.
What Is Small Business Saturday?
Over 33 million small businesses in the U.S. are prepping for this year’s Small Business Saturday. This day of appreciation for local stores happens annually on the first Saturday after Thanksgiving — the beginning of the holiday shopping season.
Usually, commercial giants secure the majority of holiday spending. However, consumers have shown how fond they are of supporting their local communities in recent years. Nestled between Black Friday and Cyber Monday, Small Business Saturday has become an incredibly popular occasion.
Why Should You Participate?
There is no downside to participating in Small Business Saturday. While people usually prefer to spend money at big box stores and e-commerce giants, they go out of their way to shop locally for this occasion. This is a unique opportunity to capitalize on consumer spending and get record profits.
Keep in mind Small Business Saturday falls between the two most profitable spending days of the year — consumers are already in a “spend” mentality. Frankly, it also gives you the perfect opportunity to stand out from big businesses. If you can secure potential customers’ loyalty now, you benefit later.
Promoting your products and services for a shopping holiday celebration as big as this one significantly raises brand awareness, meaning it could dramatically lengthen your client list. Freelance photographers and small business owners stand to gain massively from the boost in support.
When Is the Best Time to Get Involved?
While Small Business Saturday will not happen until the weekend after Thanksgiving, it is best to start getting ready as soon as possible. At the very least, you should start by the beginning of November to get a few weeks of preparation in. Organizing everything well in advance gives you time to experiment and troubleshoot, increasing your chances of success.
Strategies for Small Business Saturday Success
To make the most out of Small Business Saturday, you need to strategize. If you capitalize on this boost of community support, you can secure your future success.
1. Digitize Your Portfolio
Your portfolio is a representation of your experience and level of quality. If you digitize it, you can showcase it to every potential customer who visits your website or social media pages. Further, you can create prints or custom merchandise to boost sales even if people are not interested in paying for a service.
2. Optimize Your Online Presence
You need to optimize your online presence to make potential customers aware of your business. First, update your prices, contact details and all outdated information. Once you have completed that, make sure your search engine optimization is adequate.
Small business owners with a physical location should be mindful of location-based search results. Most people shopping for Small Business Saturday primarily support local, meaning they will look for nearby stores. To get their attention, update your listing. Add photographs, hours, contact information and link your website.
3. Get Active on Social Media
If you are not already active on social media, the period leading up to Small Business Saturday is the ideal time to start. Potential customers are much more likely to buy your services if they engage with you online first. In fact, people spend up to 40% more once they interact with a brand on social media.
Most importantly, you should post about the upcoming celebration, advertise your services and display any promotions you plan on running. Additionally, linking your social media accounts to your portfolio or website can drive more traffic and boost sales.
4. Partner With Other Locals
Whether you are a hobbyist or a seasoned professional, you likely dabble in weddings, architecture, graduations, maternity or celebrations. The great thing about event-based photography is that many other vendors are involved — you could team up.
If you know of local caterers, florists, venues or boutiques, consider partnering with them for Small Business Saturday. Since anyone who visits them hears about you, your traffic increases. Plus, anyone who shops with them feels an incentive to book with you, boosting your sales.
5. Leverage Your Network
Leveraging your personal and professional network can boost brand visibility and potentially increase sales. Reach out to your past clients, industry contacts and local friends to get the word out about your services, products, offers or promotions.
6. Boost Your Marketing Efforts
Since Small Business Saturday began in 2010, people have spent tens of billions of dollars. Usually, sales easily reach over $10 billion nationwide. As more people become aware of the tradition, spending has increased. In 2022, about 60% of consumers planned on making purchases at their local shops to celebrate the occasion.
However, customer awareness of the celebration does not automatically translate to knowledge of your business’s existence. If you want to increase brand visibility, boost your marketing efforts in the period leading up to Small Business Saturday. Post more, create unique advertisements and use the Small Business Administration’s premade materials.
7. Offer Incentives or Discounts
Bundles, buy-one-get-one deals and special offers are fantastic for attracting and retaining customers. Discounts are ideal for hobbyists or new entrepreneurs. On the other hand, seasoned veterans who have built a solid client list would be better off with smaller promotions.
If you do not want to discount your services, consider offering incentives. A raffle ticket for a special session or a free souvenir for purchases beyond a specific dollar amount have lower overall costs but can still increase consumer spending. Appealing to your existing customer base can improve brand loyalty and increase sales.
Make Small Business Saturday Successful
Being a small business does not automatically guarantee a successful Small Business Saturday. Whether you are a hobbyist or an experienced professional, you need to strategize to ensure you make the most out of the occasion.
