Since its founding a decade ago, Small Business Saturday has been a great opportunity for local retailers to boost sales. It’s important to make the most of this special event by utilizing every available tool to reach new and existing customers. Here are just a few ideas to help you leverage Nov. 28 and beyond.

1. Get web ready – Make sure your address and contact info are correct on your website and update your social media profiles. Review your site as if you were a customer, ensuring that all promotions are prominently displayed and that your payment process is working properly.
2. Utilize free resources – American Express, founder of the event, is offering a variety of resources to help small business connect with customers and promote their Small Business Saturday specials.
3. Extend your hours – Consider staying open longer to make the most of foot traffic, especially to coincide with any local events.
4. Plan incentives – Consider in-store and online incentives, such as drawings, giveaways, holiday-themed gifts and special promotions.
5. Join forces – Work with neighboring shops to give shoppers more reasons to visit.
6. Invite a local celeb or official – Consider inviting local officials, authors, athletes, and media to make an impromptu visit to your store for a photo opportunity. Don’t forget to give them a shout out on your social media!
7. Support local charities – Customers like to shop with retailers that support local causes like animal shelters, children’s literacy and food banks.
8. Don’t be left out – Even if you have a product or service that doesn’t necessarily fall under the “holiday shopping” category, use Nov. 28 to offer discounts and promotions.
9. Utilize social media and hashtags – Tell your story on social media. Document your preparation for the big day and get your customers excited. Take photos of your displays and share images of your fastest selling products. Use the hashtag #ShopSmallDetroit.
10. Update your advertising – Utilize cost-effective social media advertising to target customers and change your profile to reflect your most up-to-date offers and promotions.
11. Make your website mobile-friendly – Especially this year, a large portion of customers will be buying online so make sure they can use their smartphones and tablets to shop and purchase. Consider other COVID-conscious offers such as curbside pickup and overnight shipping.
12. Make Small Business Saturday an annual event – After the holiday season has ended, take stock of what worked and what didn’t. Many of these strategies can be repurposed beyond the holiday season, allowing you to strengthen the relationships with customers and partners all year long. Whatever you do, remember to make Small Business Saturday a tradition for your business!

-Excerpts from Entrepreneur Magazine