Key Takeaways: 

• Consistent messaging helps turn a single shopping day into an ongoing community-focused season. 

• Small, frequent events and collaborations keep customers engaged and returning. 

• Simple, shared marketing efforts make participation easy and strengthen the local business network. 

Small Business Saturday has come and gone, but the energy it creates doesn’t have to fade with the weekend. The Saturday after Thanksgiving is always a welcome boost for small business owners, a moment when people intentionally show up and support the local businesses that give their communities character. 

Now that the rush is over, this is the perfect time to keep that momentum going. With a little coordination and clear messaging, you can help turn that one-day surge into a full Small Business Season: a stretch of weeks when the community continues to engage and stays invested in the businesses around them.  

It doesn’t require a big budget or a formal campaign. What it takes is steady communication, simple shared efforts and a focus on reminding people why supporting small businesses matters in the first place. By keeping the conversation going, you help keep customers coming back, turning one day of enthusiasm into something much longer lasting. 

Start With a Mindset Shift 

The first step is helping customers and fellow business owners see Small Business Saturday as the start of something, not the whole event. That means talking about “Small Business Season” in your own marketing, using the phrase in your emails, bringing it up in conversations with customers and encouraging other shop owners to do the same.  

When enough businesses use the same language, the idea starts to stick. It becomes part of the community’s vocabulary. 

Bring the Community Into the Effort 

Creating a Small Business Season works best when more than one business participates. Reach out to community groups that already communicate with local residents — libraries, schools, clubs, faith organizations and neighborhood associations. Most of them are happy to help if the message is simple: shine a little extra light on local businesses throughout the holiday season. 

Local newspapers and radio stations are often looking for positive stories, too. If you share a short profile of your business and tell an inspiring story, like why you opened your business, what you love about your town and customers or how you serve your community, you make it easier for reporters to say yes. 

Social media plays a big role as well. If several businesses use the same hashtag or share each other’s posts, people start seeing reminders everywhere. It’s a subtle but effective way to get the word out. The goal is simply to keep local shopping on people’s minds all season long. 

Give People Reasons to Keep Coming Back 

Once you have people’s attention, the next step is to keep it going. Instead of relying on a single big event, try offering a steady rhythm of small experiences. They don’t need to be elaborate or expensive: a weekend tasting event, a maker demonstration or a holiday-themed craft for kids can be enough to bring people in. What matters is giving people a feeling that something is happening regularly. 

A shared loyalty card or “passport” can help with this too. It doesn’t have to be digital or fancy — a paper punch card that can be used at several local shops can be enough to get people exploring parts of town they don’t usually visit. When customers earn a small reward or a chance at a prize, they’re more likely to return. 

Another smart approach is to partner with other businesses to create simple holiday bundles. When a bookstore pairs with a cafe, or a yoga studio pairs with a tea shop, customers get an easy gift idea and a reason to visit multiple places at once. Collaboration spreads foot traffic naturally. 

Make Participation Easy for Business Owners 

The holiday season is already busy, so reducing friction is key to getting others to join in. Provide a shared folder with simple marketing materials — a few posters, some basic, ready-to-use social graphics and short blurbs anyone can copy and paste to their social media or email. 

Encourage your fellow business owners to share personal stories as well. Customers love seeing behind the scenes: how products are made, who works in the shop or why you started the business in the first place. These real-life stories help shoppers feel an authentic connection, which is one of the biggest advantages small businesses have over big retailers. 

Invite Residents to Help Spread the Word 

Getting your most loyal and enthusiastic customers involved in small but meaningful ways is a great way to spread the word and strengthen the bond they have with your business. Give them easy ways to show their support, like sharing a graphic on social media, putting a small sign in their window or recommending their favorite local spots to friends and coworkers. People enjoy feeling proud of their town and this taps into that pride. 

Track What Works and Celebrate It 

When the season wraps up, take a little time to reflect. What events brought people in? Which collaborations got attention? Did a certain type of post perform better? Even simple observations can improve your plan for next year. 

And don’t forget to celebrate. Thank the businesses that got involved, the volunteers who helped and the customers who showed up. Public gratitude strengthens community pride and encourages people to participate again. 

Keep the Momentum Going 

If your Small Business Season is successful, use it as a starting point. Host a few small events in the spring or summer to keep the community engaged and ready to support local businesses all year long. You don’t need to turn every month into a major campaign; look for natural moments throughout the year when you can remind people that their spending has real impact. 

Keeping the Small Business Community Strong 

Small Business Saturday may have sparked excitement but turning that momentum into a season is what keeps the fire alive. With a few simple shifts like consistent messaging, light coordination, steady engagement and a shared sense of community pride, you can make local shopping a habit — not just for one weekend, but throughout the holidays and beyond.