How to Shop Small and Make it Easy for Your Customers to Shop Small
Black Friday is here, followed closely by Shop Small Saturday!
It probably comes as no surprise that I love a good list—and holiday shopping (and selling!), is no exception.
Here are some marketing touchpoints to help ease your customers’ holiday shopping as they shop small.
Help Your Customers Shop Small
1. Post your specials on social media.
Make it easy for your customers to shop–include links and enough details so they immediately see benefit for them. I like to think through the 5W's - Who, what, when, where, why so that my customers don't have to think about how to make a purchase.
2. Send 3 reminder emails.
Share special offers, gift certificates, or bundles in a quick email series. Done is better than perfect—use your inbox as inspiration! We live in a busy world and need more than one nudge. There's often a fear that we are bothering our customers by sending emails, but did you know that email marketing is *still* the most effective way to increase sales?
3. Offer something new!
Bundle a new product or service with a holiday discount. This can be especially helpful if you want customers to purchase an add-on regularly but they haven't experienced the benefit for themselves. For example, let customers add a post-holiday deep clean to their regular cleaning service or try a “Buy 3, Get 1 for 25% off” offer.
4. Host a VIP event.
Whether you sell a product or a service, give customers a special opportunity to shop and enjoy an exclusive perk. This could be online or in-person!
5. Run a give-back promotion.
Donate a portion of the proceeds to a favorite nonprofit and let customers match that donation to double the impact!
6. Incentivize referrals.
Ask your top customers to refer you to someone else who is like them and would also find value in what you sell. Remember that we often associate with people who think like us, so your ideal customers likely know other ideal customers!
7. Personalized recommendations.
Offer curated gift guides based on budget, interests, or recipient type (e.g., “Gifts Under $25” or “Perfect for Teachers”). This reduces decision fatigue for shoppers. You can do this as a service-based business too! If you are a bookkeeping firm, offer a, "done for taxes," package that customers have to use within a designated window.
8. Partner with a complimentary business.
Offer a special that your ideal customers can't refuse when you partner with a business. Some examples could be:
A paint-and-sip studio partners with a local wine shop: “Join a painting class and get a voucher for a bottle of wine.”
Partner a graphic designer with a print shop: “Design your business cards and get 20% off your first print order.”
A pet grooming service teams up with a local pet bakery: “Book a grooming appointment and receive a free done-for-you holiday stocking for your furry friend.”
9. Create a social media contest.
Run a holiday-themed contest and encourage your customers to highlight your product or service on their platforms by tagging you. Give them a chance to win a prize or gift card, or one of your holiday offers.
10. Sell a holiday limited-edition package.
Offer an exclusive holiday bundle featuring your best-selling products or services with a festive twist. For example, a spa might create a "Holiday Relaxation Package" with a massage, facial, and holiday-scented candle, or a bakery could sell a "Seasonal Sweets Box" with limited-edition flavors. Market it as a limited-time offer to encourage urgency and make it the perfect gift for customers or their loved ones.
Remember: The average customer needs up to 20 touchpoints before they make a purchase–those reminders matter!
How I’m Shopping Small This Holiday Season
Teacher Gifts: With two kids in elementary school, I’m gifting local shop gift cards and using Bookshop.org to support independent bookstores. My kids are making handmade bookmarks to accompany them! Bookshop.org lets you choose a local independent bookstore where the recipient can choose to shop and they receive a portion of the profits!
Stocking Stuffers: I have multiple well-curated gift shops in my hometown of downtown Apex. So far I have chosen some very cute socks and hand-crafted chocolate mint patties to go in stockings. I’ll be picking up several more small gifts and stocking stuffers over the next few weeks.
Service Gift Certificates: The best gift is sometimes a done-for-you service. This year, I’m giving the gift of house cleaning to someone who deserves a little extra pampering.
Shopping small supports our entire community. Not only can you make an impact on other businesses by shopping small this holiday season, you can also remind customers that your business exists to make their lives easier!
If you are wondering how to plan ahead for your business in 2025, you can start now by purchasing The Guided Small Business Planner! This step-by-step guide includes a customer discovery and marketing chapter so that you can map out (in detail) every single customer touchpoint throughout the year! 
You May Also Enjoy
The Three Legal Mistakes Your Startup is Making and How They Can Impact Your Business
How to Pay Yourself as a Business Owner Without Hurting Your Business
About Flourish In Growth
We help business owners navigate the ups and downs of building the business they want. Our rules are: Clear, simple, no-fluff, and actionable! Stop doubting yourself. Meet your small business map — The Guided Small Business Planner™. This is a workbook guide with step-by-step instructions for building a strong business foundation. It's your go-to instruction manual with clear instructions for creating a sustainable business. It's not a calendar. It's a guided workbook.
