Every year about this time, when Small Business Saturday preparations begin, I get the same calls from retailers: What should I do to make it work this time?
My answer: stop waiting for a miracle and start running your business like a pro.
Saturday, November 29, 2025 is designed to put local retailers in the spotlight. Don't waste it chasing discounts or trying to match Amazon on price. You can't out-discount the big boxes, but you can out-human them every time.
Here's what smart retailers will be doing this year.
How to Greet Customers on Small Business Saturday 2025
Walking into a store and feeling invisible is one of the biggest complaints shoppers have — and one of the easiest problems to fix.
I once visited a major department store in New York. I walked the floor for 15 minutes before a single employee even looked at me. When I finally asked for help, the associate didn't even glance up from the register.
That's not just bad service. That's lost opportunity.
Train your staff to make every customer feel seen within 10 seconds of entering the store. It doesn't matter how busy you are — people don't remember the discount you offered, they remember how you made them feel.
And yes, train for this. Don't just tell your team to "be friendly." Role-play it. Practice it. Reward it.
How to Capture Customer Emails on Small Business Saturday
You'll have new faces walking through the door on Small Business Saturday — people you've never seen before and might never see again unless you get a way to stay in touch.
Set up a QR code at checkout or a simple tablet form where people can enter their email. Offer something in return: a free holiday guide, decorating tips, a gift-wrapping tutorial — something useful that keeps your brand in their inbox.
You're not spamming them. You're building a relationship. Follow up in December or January with a thank-you note or an invitation to an exclusive event. That's how one-time shoppers turn into loyal customers.
If you don't follow up, Amazon gets the next sale.
Small Business Saturday Event Ideas for Retail Stores
The holidays are about memories, not markdowns.
Instead of trying to be the cheapest, be the most memorable. Turn your store into an experience people want to be part of.
Set up a hot chocolate bar, host live music, invite a local artist to personalize ornaments, or offer free gift-wrapping while customers browse.
These aren't gimmicks. They're ways to create emotional connection. Shoppers want to feel joy, community, and warmth. You can't get that from a "50% Off" email.
When you make shopping with you fun and personal, people come back. They tell friends. They post photos.
John Lin, owner of JB Motor Works in Philadelphia, hosted a free car maintenance workshop and launched a referral-based “teamwork discount” program. It expanded their customer base while reinforcing local loyalty and education-focused engagement.
How to Use Your Store's Story for Small Business Saturday Marketing
The big boxes will never have what you have: you.
Your customers want to know the human behind the counter — why you started, what keeps you going, and how your business makes a difference in your community.
Maybe you opened your store after leaving corporate life, or maybe it's been in your family for three generations. Whatever your story is, share it.
Post it on your website, tell it in your emails, display photos of your journey in your store. People buy stories as much as they buy products.
You can even pitch that story to local media. Reporters are looking for fresh Small Business Saturday angles, especially if you're doing something innovative or hosting a community event. Reach out. Be newsworthy.
Small Business Saturday Staff Training Guide for Retailers
Your staff makes or breaks your holiday season. You can decorate the store, stock the shelves, and advertise all you want, but if your team can't sell, none of it matters.
Use role-playing exercises so employees can practice how to greet, recommend, and close a sale. Let them handle objections and get comfortable asking for the add-on sale.
Employees don't become better at selling because you told them to smile more. They need repetition, feedback, and encouragement.
And don't forget motivation. Recognize performance daily. Create small contests. Celebrate wins. A happy, confident team translates directly to a happy, confident customer.
AI Tools for Small Business Saturday Marketing and Customer Reviews
AI isn't here to replace you. It's here to make you faster so you can spend more time where it matters — with customers.
You don't have to be a tech expert. Here are three ways to use it:
Write better. If writing newsletters or social posts drains you, let AI draft them. Ask a tool like ChatGPT to "make this sound more like me — friendly, short, and human." You'll save time and sound sharper.
Spot patterns. Copy and paste your Google, Yelp, or Facebook reviews into an AI tool and ask, "What are the main things people love or complain about?" You'll see trends in minutes that could take weeks to notice on your own. Maybe your staff is great, but checkout is slow. Fix it before the holidays are over.
Improve your marketing. Feed your last few email campaigns into an AI editor and ask how to improve the subject lines. My open rates jumped from 45% to over 60% after I started doing this.
Small Business Saturday Planning: What Retailers Can Control
The holidays can bring out the worst in business owners.
Yes, there will be challenges. Inventory delays, labor shortages, unpredictable sales. But none of that is an excuse to check out mentally or emotionally.
Your attitude sets the tone for your entire team.
If you walk in angry, they walk in defensive. If you focus on problems, they focus on excuses.
Stay positive. Celebrate progress. Look for small wins.
You can't control the economy, but you can control how you greet every customer, how you merchandise your floor, and how you train your team. Focus on those things and watch your results follow.
Negativity is contagious — but so is enthusiasm.
Your Move
Small Business Saturday isn't about sympathy for local businesses. It's about opportunity.
You can't guilt people into shopping small. You have to earn it by being extraordinary.
So this November 29, take a look around your store. Is your team ready? Is your story clear? Are your customers being treated like guests, not transactions?
If not, the time to fix it is now.
The future of retail belongs to the bold — the ones willing to adapt and lead with heart.
Your customers are ready to shop local. The question is: will you be ready to deliver?
And now I need your help, submit your best ideas you've used for Small Business and I'll share them here.
