Rethinking Small Business Saturday

In 2010, American Express started Small Business Saturday to help boost small businesses during the Great Recession. The initiative quickly took off, and since then, consumers have spent more than $300 billion supporting small businesses across the country.

As we approach another year of Small Business Saturday, I encourage every business owner to look at it with a fresh perspective. Let this day kick off a new year-long marketing initiative for you — networking.

Small Business Saturday tends to focus on the sale of goods, which can make it tougher for service-driven businesses to take part. So instead of focusing on selling, create a networking strategy.

Networking in your area is one of the most important marketing steps you can take. I was once given the advice, “If no one knows your business exists, then you don’t have a business.” True statement.

As a business owner, your number one goal is to make sure people know your business exists, and that it’s open, active, and excited to welcome new customers. But that doesn’t happen if you never leave your house. You have to get out there, and into your community, into conversations, into people’s lives. And what better time to start than Small Business Saturday, when everyone is out, and shop owners are putting their best foot forward?

Here’s the thing: networking is one of the most underutilized marketing strategies because it’s a long-tail game. It doesn’t deliver instant gratification. You don’t walk away from one coffee chat with ten new clients. And, unfortunately, that’s where many business owners stop. But the magic of networking happens over time. It’s built on consistency, trust, and showing up. The more people get to know you, the more likely they are to refer to you, remember you, and support you when opportunities arise.

Playing this long-tail strategy is about building the foundation your business truly needs. It’s brand building. It’s referral building. It’s staying top of mind and establishing yourself as the expert in your field. 

Every conversation, every introduction, every bit of genuine connection is another brick in that foundation which will support your business for years to come.

Let’s break it down. Partnering with other businesses doesn’t happen overnight, as it takes time and trust. Start small. Find three to five local shops that serve the type of clients you’d like to serve. Make sure your values and client base align. Then, go shopping. Meet the owners. Chat. Compliment. Connect. Let them know you’re a fellow business owner looking to connect with other business owners.

Next, add those new connections to your 17hats account so you can manage the relationship. Send a quick follow-up email thanking them for their time and mentioning what you loved about their shop. Be genuine; people can spot insincerity from a mile away.

From there, keep nurturing the relationship. Drop in again next month. Buy something. Invite them for coffee. Talk shop. Build the connection.

Not every business you visit will be eager to partner — and that’s okay. You only need one or two genuine connections to start building momentum. Because that’s where growth begins: not from a single sale, but from relationships that last all year long.

At the end of the day, you never know who knows who or what doors those connections might open. The opportunities are endless when you step out, show up, and build relationships that go beyond a single transaction. Let this year’s Small Business Saturday be the start of some great relationships!