Since its inception in 2010, Small Business Saturday has become a key piece of the holiday shopping trifecta. Small Business Saturday, happening this year on November 25, started as an American Express initiative to encourage shoppers to support small and local businesses during the holiday season. Last year, an estimated 112 million consumers reported shopping at small businesses on Small Business Saturday, marking a 13% increase from the previous year. Below are a few tips for making the most of this shopping holiday tailor-made for small businesses like yours. \tRemind People About Small Business Saturday. Research shows that people want to support small businesses. In fact, 94% of those surveyed say shopping local is important. But life can be hectic (especially around the holidays) so make sure you promote your Small Business Saturday events. American Express offers free customizable and printable signs you can post in your store and online—use them! \tBe Specific in Your Advertising. Your customers will likely be inundated with advertisements and emails during the holidays. To avoid getting lost in the shuffle, be deliberate with what you post online. Avoid broad statements like, “Stop by on Saturday for amazing deals!” Instead, tell your customers precisely what’s on sale and offer suggestions on which of your products would make great gifts. \tOffer Special Edition Products. People love the idea of being part of an exclusive club. And nothing prompts purchasing like a feeling of exclusivity. Entice customers to shop at your business on Small Business Saturday with special-edition items like reusable water bottles, tote bags, and even fidget spinners. Make sure to include your logo somewhere on the limited-edition item or on its packaging. \tSupport Your Favorite Small Businesses. While you’re focused on your own Small Business Saturday sales, don’t forget to throw a little love at your favorite local businesses. You can feel good about supporting greater local economic impact and contributing to the sense of community in your neighborhood. To keep the Small Business Saturday momentum going after the sale is over, print coupons and place them in shopping bags for your customers to redeem later. You can also encourage customers to return to your store by offering a raffle for merchandise and gift cards, and collect their email addresses so you can send exclusive discounts throughout the year.