TL;DR
Small Business Saturday® is an opportunity to attract new customers, strengthen relationships, and build momentum for the holiday season. Here are six ways to make the most of it:
- Make shopping easy: Organize your space and help customers quickly find what they need.
- Prepare your team: Review staffing, responsibilities, and common customer questions ahead of time.
- Simplify checkout: Test payment equipment and offer convenient payment options to keep lines moving.
- Promote your business: Update your online information and use marketing channels to attract shoppers.
- Encourage repeat visits: Give customers a reason to return through special offers, loyalty incentives, and personal connections.
- Learn from the day: Review sales and payment data to help prepare for the rest of the holiday season.
6 Ways to Make the Most of Small Business Saturday®
Small Business Saturday® is an opportunity to connect with customers during one of the busiest times of the year. But attracting shoppers is only part of the equation. From helping customers find what they need to making sure checkout is quick and convenient, every step of the shopping experience can influence how customers feel about your business.
Taking place on November 28, 2026, Small Business Saturday® is part of the American Express Shop Small movement, which encourages consumers to support small businesses in their communities. For small business owners, making the most of the day goes beyond promotions and storefront displays. It’s about creating a positive shopping experience that keeps customers coming back long after the holiday season.
Here are six practical ways to prepare your business, attract shoppers and make the most of Small Business Saturday®.
1. Make Finding Things Effortless for Customers
Holiday shoppers often have a goal in mind. They might be searching for a gift, looking for a particular product, or trying to finish their shopping before moving on to the next stop. The easier you make it for customers to find what they need, the better their shopping experience.
A few simple adjustments can make a difference:
- Organize your space: Group related products together and make popular items easy to locate.
- Improve signage: Use clear signage to direct customers to different sections, service areas, or checkout.
- Highlight important information: Make pricing, product details, and relevant policies easy to find.
- Help shoppers compare options: Make sure employees can explain product differences and answer common questions.
For businesses that sell online, the same principles apply. Make sure product descriptions are clear, important details are easy to find, and customers can navigate your website easily.
2. Prepare Your Team for a Busy Day
A busy day can put pressure on even the most organized business. Customer questions may come in faster, checkout lines may grow, and employees may need to juggle several responsibilities at once.
Think about where your business typically gets the busiest. For retailers, it might be at checkout. For restaurants, it could be managing orders and seating. For service-based businesses, scheduling and customer communication may need extra attention.
Once you’ve identified potential, make sure your team is prepared.
- Review staffing needs: Schedule employees based on expected traffic and your busiest times.
- Clarify responsibilities: Make sure everyone understands their role, including who handles customer questions and manages checkout.
- Prepare for common questions: Review frequently asked questions about products, services, availability, and policies.
- Check essential supplies: Confirm that bags, receipts, packaging, and other everyday necessities are stocked.
- Create a backup plan: Make sure employees know who to contact if equipment stops working, or if a customer needs additional assistance.
When employees know what to expect, they can spend less time troubleshooting routine issues and more time helping customers.
3. Make Checkout Quick and Convenient
The checkout experience is an important part of the customer journey. Even if customers find exactly what they’re looking for, a slow or complicated checkout can leave a negative impression.
Small Business Saturday® is a good opportunity to review how your business accepts payments and make sure your setup is ready for increased activity.
Customers want to pay in the way that’s most convenient for them, whether that’s with a credit or debit card, a contactless payment, or a digital wallet. Offering a variety of payment options can help reduce friction at checkout and keep lines moving.
Before the big day:
- Test your equipment: Make sure your payment terminal and point-of-sale system are functioning properly.
- Check connectivity: Make sure your internet connection is reliable.
- Review payment options: Make sure employees know how to process the payment methods you accept and what to do if a transaction fails.
- Know your backup plan: Make sure your team knows what to do and who to contact if payment equipment or connectivity becomes unavailable.
For businesses that accept payments online, review the checkout process from a customer’s perspective. Make sure it’s mobile-friendly, easy to navigate, and provides clear order confirmations.
A smooth payment experience helps customers complete purchases with confidence and gives your team one less thing to worry about during a busy day.
4. Help Customers Find You Before They Shop
Not every customer will discover your business by walking past your storefront. Some will search online, check social media, or ask friends and family for recommendations before deciding where to shop.
Make sure your website and online business listings have accurate hours, contact information, and location details. If you’re offering special holiday hours, communicate those changes in advance.
You can also use your existing marketing channels to build awareness:
- Update your website: Make sure important information is current and easy to find.
- Post a reminder on social media: Let followers know you’re participating in Small Business Saturday® and give them a reason to stop by.
- Show what customers can expect: Share photos of your products, storefront, menu, or services.
- Answer common questions online: Address practical details that could help customers plan their visit.
- Use official Shop Small resources: Explore available marketing materials to promote your participation.
American Express provides Shop Small resources at AmericanExpress.com/ShopSmall, including materials designed to help businesses promote the movement. The Shop Small Map can also help consumers discover nearby businesses. Be sure to review the applicable guidelines before using official Shop Small marketing materials.
5. Give Customers a Reason to Come Back
Small Business Saturday® is a great opportunity to attract new customers, but the real value can extend well beyond a single day. Turning first-time shoppers into repeat customers can help your business build lasting relationships and encourage sales throughout the year.
Think about simple ways to stay connected with customers after their visit:
- Offer an incentive to return: Consider a discount on a future purchase, a loyalty reward, or a special offer for returning customers.
- Encourage customers to stay connected: Invite shoppers to follow your business on social media or sign up for email updates to hear about upcoming promotions, products, and events.
- Make it personal: A friendly conversation, helpful recommendation, or thoughtful thank-you can leave a lasting impression.
- Ask for feedback: Encourage customers to share their experience or leave a review to help you understand what’s working and where you can improve.
Encouraging repeat business doesn’t require an elaborate loyalty program or a big marketing budget. Small gestures and consistent communication can help keep your business top of mind and turn a one-time shopper into a loyal customer.
6. Use What You Learn to Prepare for the Holidays
Small Business Saturday® can provide useful insight into how your business performs during the holiday rush. After the day ends, take time to review what went well and where your team encountered challenges.
Payment data can also help you understand transaction activity. Depending on the reporting available through your payment system, you may be able to review transaction volume, average transaction amounts, and purchasing patterns.
Look beyond how much you sold. Were there certain times when your business was especially busy? Did customers gravitate toward particular products or services? Were there any checkout delays or operational challenges?
Use what you learn to make adjustments to staffing, inventory, and operations, so your business is better prepared for the rest of the holiday shopping season.
Make This Small Business Saturday® Count
Small Business Saturday® is more than an opportunity to boost holiday sales. It’s a chance to introduce new customers to your business, strengthen relationships with existing ones, and remind your community what makes shopping small special.
Whether it’s preparing your team, simplifying checkout, or finding new ways to connect with customers, small improvements can make a meaningful difference. By focusing on the customer experience, you can make the most of Small Business Saturday® and build momentum that carries into the holiday season and beyond.
Xplor Pay offers flexible payment solutions designed to help small businesses accept payments with ease and keep business moving.
Frequently Asked Questions
When is Small Business Saturday® 2026?
Small Business Saturday® takes place on Saturday, November 28, 2026, the Saturday after Thanksgiving. It’s part of the American Express Shop Small movement, which encourages consumers to support small businesses in their communities.
How can small businesses prepare for Small Business Saturday®?
Start by reviewing staffing needs, organizing your space, testing payment equipment, and making sure your business information is accurate online. Preparing ahead of time can help your team manage increased activity and create a smoother shopping experience.
How can I promote my business for Small Business Saturday®?
Use your website, social media, and other marketing channels to let customers know you’re participating. Share what makes your business unique, highlight products or services, and consider using official American Express Shop Small marketing resources.
How can I encourage customers to return after Small Business Saturday®?
Consider offering incentives for future purchases, encouraging customers to join your email list or follow your social media accounts, and providing a positive customer experience. Small gestures and consistent communication can help turn first-time shoppers into repeat customers.
Why is the checkout experience important on Small Business Saturday®?
A quick, convenient checkout helps reduce frustration during busy shopping periods. Offering flexible payment options, testing equipment in advance, and preparing employees to handle payment issues can help keep transactions moving and create a better customer experience.
by Xplor Pay
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First published: October 30 2026
Written by: Xplor Pay