Thanksgiving is a time of gratitude and togetherness, but it’s also a crucial period for businesses, big and small, to attract shoppers. Marking the beginning of the holiday shopping season, with Black Friday and Cyber Monday following closely, this season can be daunting for small businesses and local retailers as they compete with large corporations. With the right marketing strategies, small businesses can stand out and attract their fair share of Thanksgiving sales.
While larger corporations may have more extensive resources, small businesses, and local retailers can employ creative marketing strategies to successfully compete during the holiday season. Beyond promoting sales and discounts, your Thanksgiving marketing can also demonstrate your appreciation for the loyal customers who help you succeed and create ways to give back to the community. In this article, we will analyze six effective marketing strategies to help businesses like yours thrive during this holiday season.
Show gratitude
Expressing gratitude to your customers and clients is a powerful way to enhance loyalty and foster repeat business. While the primary aim of the holiday shopping season is to boost sales, the value of increased customer loyalty should not be underestimated. Studies have shown that even a modest 5% improvement in customer retention can lead to a profit increase ranging from 25% to 95%. Demonstrating your appreciation and strengthening customer loyalty can be achieved by offering special discounts, complimentary services, or small tokens of gratitude.
You can convey your gratitude through various means, such as sending a festive email along with your token of appreciation or displaying banners and signs to make customers aware of the gesture when they visit. Additionally, remember to include a personalized message in your Thanksgiving email marketing strategies.
Customer-centric promotions
Provide a personalized touch that is often missing from large corporations. Take the time to understand your customers, their preferences, and their shopping history. Utilize this data to send personalized Thanksgiving greetings and exclusive offers, showing your customers that they are valued and appreciated.
For instance, if you run an online bookstore, you can send personalized book recommendations to customers based on their past purchases, along with a special discount on Thanksgiving-themed reads. Likewise, a local florist can send customized emails to customers who have previously purchased flowers, suggesting Thanksgiving centerpieces and providing them with an exclusive discount. This personalized approach fosters a stronger bond with your customer base.
Embrace your local connection
One of the unique advantages that small businesses possess is their close connection to the community, both online and offline. Make the most of this by incorporating local elements into your marketing strategy. Consider collaborating with local artisans to create Thanksgiving-themed products or hosting events that showcase regional talents. This not only helps support the local economy but also appeals to customers who value the community connection.
For example, a small bakery in a town could partner with local farmers to craft a special “Harvest Pie” made with locally sourced ingredients, celebrating the community’s agricultural roots. Similarly, an online clothing business might choose to design humorous gratitude-themed apparel that their customers will love to wear during the holiday season.
Participate in community events
Connect with your local community by getting involved in Thanksgiving parades, charity initiatives, or food drives. Consider sponsoring or hosting events that resonate with the holiday’s charitable spirit, demonstrating your brand’s dedication to making a positive impact. Active participation in such activities helps cultivate a favorable brand image.
For instance, a neighborhood bookstore can support a children’s reading session at the local library, promoting a love for books and learning during the Thanksgiving season. Similarly, a local coffee shop can team up with a nearby bakery to offer a “Thanksgiving Morning Delight” combo, introducing customers to both businesses simultaneously.
Collect and highlight customer testimonials
Positive reviews and testimonials from satisfied customers can have a significant impact on potential buyers. Encourage delighted customers to share their feedback on your website, social media pages, or review platforms. Make sure to prominently display these testimonials, emphasizing the distinct value your business offers.
For instance, a small catering service can feature testimonials from clients who raved about their delectable Thanksgiving meals and impeccable service, instilling confidence in potential customers.
Focus on Post-Thanksgiving Sales
Don’t confine your promotions to Thanksgiving Day alone. Consider extending your sales throughout Black Friday, Small Business Saturday, and Cyber Monday weekend. Provide special discounts, bundle deals, or incentives to maintain customer engagement. For instance, a local electronics store could extend discounts on gadgets and tech products for the entire holiday weekend. And let’s not forget Small Business Saturday is your time to shine!
Small Business Saturday presents a significant opportunity for many small business owners. It can boost traffic, introduce new customers to your products and services, and encourage return visits from existing customers. In fact, a 2021 survey revealed that consumers are increasingly prioritizing their support for small businesses, with 3 in 5 consumers planning to forgo Black Friday in favor of shopping on Small Business Saturday.
This year, Small Business Saturday falls on November 25th, the Saturday following Thanksgiving. The more you prepare and promote in advance, the better your chances of reaping the day’s rewards. Don’t worry; we also have upcoming articles dedicated to other November holidays that you can leverage to your advantage, so keep your eyes peeled to your inbox for our emails!
Thanksgiving offers a significant opportunity for small businesses and local retailers to shine, even in the shadow of larger corporations. By implementing these marketing strategies and adapting them to your unique business, you can not only compete but thrive during the holiday season. Remember, connecting with your community and emphasizing your brand’s uniqueness are key to drawing customers away from the larger players in the field.
