In 2010, American Express founded Small Business Saturday to encourage people to shop at small businesses on the Saturday after Thanksgiving.

Research shows consumers who were aware of Small Business Saturday spent $5.7 billion with independent merchants the day of the event last year.  This event should definitely be on your radar as you prepare to kickstart the holiday season. Here are a few key ways to make sure you are getting the most out of Small Business Saturday:

1. Offer A Special.

It’s no secret that offers and deals are the main reason most people are out shopping on Small Business Saturday. Enticing new and existing customers with special pricing or a free gift is a great way to increase traffic to your store on Small Business Saturday and the rest of the holiday season.

2. Create an Experience.

The special pricing you create on Small Business Saturday will be what gets the people in the door, but the experience you provide is what will encourage them to make a purchase, tell their friends about you, and become loyal repeat customers. Small Business Saturday is a unique way for you to introduce yourself to the community, so tell your story and give them the experience to remember.

3. Be Prepared.

If you have taken all the right steps of marketing your business you are bound to have a great turnout for Small Business Saturday. The only thing that could ruin this great sales day is if you are understaffed or run out of a product. Make sure you have prepped your staff and ordered enough product to keep your shelves stocked.

4. Give Your Customers Something to Share. 

If you have provided an amazing experience and a quality product to your customers they will want to tell their friends. Make sure you have some sort of collateral, digital or physical, for them to remember you by and that can lead to simple, easy referrals. Also, make sure your website, social media profiles and online listings are up to date with your contact info, hours, services, pricing, and inventory so your business can be easily referenced.

Lastly, American Express offers a ton of free resources to help businesses market themselves on Small Business Saturday. They also have some success stories from businesses that have participated in the past if you need some inspiration.

Good luck and remember #ShopSmall and #ShopLocal!