How to Capitalise on Small Business Saturday

Every year, Small Business Saturday brings a spotlight to independent businesses, giving them a moment to shine in a season dominated by big chains. In the UK, this grassroots campaign encourages consumers to shop local, champion their communities and discover the unique offerings that small businesses bring.

In 2025, Small Business Saturday falls on Saturday 6 December. To really maximise the opportunity, you’ll want to plan ahead. Whether you run a gift shop, café or homewares store, or provide local business services, here are some ideas that you can put into action now to make the day a success.

1. Plan Your Offer: Deals, Bundles and Exclusives

Create standout deals that feel special. Some ideas include:

Limited-time discounts (ie, 10% off, BOGOF, first-hour specials – I particularly like this last one as it’s typically not the type of offer we encounter regularly, unlike the others)
Gift bundles or sets, packaged for the season and/or Christmas
Exclusive items or gift-wrapping just for that day
A free gift with purchase, even if it’s a small token
Discounted services or packages for service-based businesses

The aim is to give people a reason to choose you instead of the usual high street option.

2. Create an Experience That Draws People In

For shops and cafés:

Host an in-store event with live music, demos, tasting stations or artisan pop-ups
Set up a festive photo corner to encourage social media shares
Serve refreshments or free samples
Extend your opening hours for the day

For business and service providers:

Run free mini-consultations or taster sessions
Host a short workshop or open day
Invite your community to visit, meet you and see the space – perhaps consider a tour of your premises or organise an on-site business networking event or ‘meet the supplier’ event

The more engaging and memorable the experience, the longer people will stay and the more they will share.

3. Be Visible Both Online and Offline

Use the Small Business Saturday UK marketing pack (downloadable from the website), with logos, posters and social media templates, to display in your windows and on your website
Update your website or online shop with banners or a dedicated Small Business Saturday section
Promote heavily via email, with teaser campaigns in the weeks beforehand and reminders such as ‘today only’ alerts
Use social media to show behind-the-scenes preparation, product reveals and countdowns, and include hashtags like #SmallBizSatUK, #ShopSmall and #ShopLocal
Get the local press or community newsletters involved by sending a press release or pitching a story
Ensure you are listed on local and ‘shop small’ directories and maps (you might also like to refer to a previous blog: The Importance of Local SEO for SMEs)

4. Partner Up and Amplify

Collaborate with nearby small shops or cafés for joint offers or a ‘shop trail’
Cross-promote one another on social media and in-store
Invite local influencers or community figures to help promote your event
Link up with local associations or chambers to gain broader visibility

5. Nurture Loyalty and Encourage Repeat Visits

Slip coupons or vouchers into purchases, redeemable after 6 December or perhaps for 2026 to encourage those repeat visits
Collect email addresses or social follows in exchange for a small reward
Encourage customers to post on social media and tag you (refer to points 2 and 3 above for social media ideas)
Run referral deals such as ‘bring a friend, both get a discount’

6. Post-Day Follow-up and Measurement

After 6 December, send a thank-you email or message to everyone who shopped with you
Ask for feedback or reviews and share posts on social media
Analyse your performance, including footfall, sales uplift, new customers and popular offers
Document what worked (and what didn’t) so you can build on your experience for next year

Closing Thoughts

Small Business Saturday offers more than just a single sales bump. It’s about telling your story, strengthening your community ties and earning new fans for your business. With the right preparation and creativity, 6 December 2025 can be your day to shine!

Start planning now, download your assets, think through your offers, reach out to your neighbours and build momentum. Let’s make this year’s Small Business Saturday one to remember!

If you would like some assistance maximising Small Business Saturday for your shop or company, please get in touch on tel: 07963 002065 or email: hello@alisonpagemarketing.co.uk.