Small Business Saturday may be another new holiday tradition. With Small Business Saturday, the smaller retailers stand to finally get some attention, while the big ones rest from Black Friday. It appeared that this weekend would be relatively free of a shopping rush, since Thanksgiving and Black Friday certainly left many exhausted. Shoppers likely need to rest today and tomorrow, to prepare for the rush of Cyber Monday. But Small Business Saturday could let them pick up a few more little items along the way.
American Express is getting the credit for this latest shopping rush. Those who use American Express cards can get a discount, if they buy items at local businesses today. However, those who want this credit need to act fast.
The incentive for Small Business Saturday is that American Express card holders can get $25 credit, if they spend $25 on their card at a local store today. Yet only the first 100,000 who registered with the program on Facebook, between November 8 and now, are eligible for this gift. What’s more, there’s no way for someone to know if they made the cut beforehand.
According to the San Francisco Chronicle, American Express doubled those who could preregister from 100,000 to 200,000, after demand went up. It is clear that this promotion has made it big, but this day will show if it will pay off for local stores as well.
Although Small Business Saturday may be big because consumers want the deal, it also gives smaller stores and outlets the chance to shine. American Express’s OPEN division serves local businesses, and came up with this new shopping holiday to give them a boost.
Yesterday was all about the big stores and companies, as the Black Friday madness set in. Two days from now, the big online retailers will take the spotlight on Cyber Monday. Yet now an often looked subsection of stores will get the holiday bump.
The chances of success on Small Business Saturday are fairly high, given the rush to register. Early Black Friday projections are high, so there may be another uptake in shopping from this promotion. However, since it was limited to American Express users, the boost may not seem that big by comparison.
If today is a success, then there may indeed be room for one more shopping holiday on Thanksgiving weekend. This leaves Sunday as the odd day out, so companies can now start dreaming up new promotions on that end for 2011.
San Francisco Chronicle- “American Express boosts Small Business Saturday”
CBS Moneywatch- “Small Business Saturday: Buyer Beware”
Facebook- “Small Business Saturday”