Small Business Saturday UK: What It Is And 12 Ideas To Get More Customers
Small Business Saturday UK is a yearly day that encourages people to shop with, and support, small and independent businesses. It falls in early December, right in the middle of the Christmas rush, which makes it one of the best free marketing opportunities of the year.
This guide explains what Small Business Saturday UK is, when it happens and practical ideas to get more customers from it, whether you have a shop, sell online or offer a service.
What Is Small Business Saturday UK?
Small Business Saturday is a grassroots campaign that celebrates small businesses and encourages people to “shop small”. It began in the United States and has run in the UK since 2013, with support from businesses, local councils and community groups across the country.
It isn’t a sale day. There’s no requirement to offer a discount. The focus is on people choosing local and independent businesses, online and on the high street.
When Is Small Business Saturday UK?
Small Business Saturday UK takes place on the first Saturday in December each year. It comes a week after Black Friday, so it’s a great way to reach customers who want an alternative to the big brands. Check the official Small Business Saturday UK website for this year’s date and campaign materials.
Why It Matters For Small Businesses
- Free visibility: the hashtag and campaign get lots of attention on social media and in the local press.
- Goodwill: many customers actively look for small businesses to support on the day.
- Christmas timing: it lands when people are buying gifts and booking festive services.
- Community: it’s an easy reason to team up with other local businesses.
12 Small Business Saturday Ideas
For Shops And Cafés
- Create a simple in-store offer, such as a free gift with purchase or a festive treat for every visitor.
- Team up with neighbouring businesses on a “shop small trail” with a stamp card or prize draw.
- Host a small event, such as a late opening, a demo or a meet the maker session.
- Decorate your window with campaign materials so passers-by know you’re taking part.
For Online Shops
- Send an email to your list telling your story and why shopping small makes a difference.
- Offer free gift wrapping, a handwritten note or a small extra in every order on the day.
- Feature other small businesses you love in your social posts and ask them to share yours.
For Service Businesses
- Offer a gift voucher for your service, perfect for last-minute Christmas presents.
- Open a limited number of discounted or bonus-value bookings for January.
- Share behind-the-scenes content showing the people behind the business.
For Everyone
- Update your Google Business Profile with a post about the day, your opening hours and photos.
- Ask happy customers to leave a Google review. It’s a simple, free way to support a small business, and it helps you long after the day ends.
How To Promote Small Business Saturday
Before The Day
- Announce that you’re taking part on social media a week or two before.
- Add a banner or note to your website and email signature.
- Plan your posts, offers and stock so the day runs smoothly.
On The Day
- Post stories and photos throughout the day, and use the official hashtag, #SmallBizSatUK.
- Tag local partners, customers and community pages.
- Thank everyone who visits, buys or shares.
After The Day
- Follow up with customers who joined your email list.
- Share the highlights and say thank you publicly.
- Turn new visitors into regulars with a January offer.
Need help planning your posts? Our marketing tools for small business guide lists free tools for design, email and scheduling.
Fit It Into Your Christmas Plan
Small Business Saturday works best as part of your wider festive marketing. Read our guides to Black Friday marketing ideas for small business, Cyber Monday vs Black Friday and Christmas marketing ideas.
Want a hand with your Christmas marketing? Book a free 20-minute call or get in touch.
Small Business Saturday UK: FAQs
What is Small Business Saturday UK?
It’s a yearly campaign that encourages people to support small and independent businesses, both on the high street and online.
When is Small Business Saturday UK?
It takes place on the first Saturday in December each year.
Do I have to offer a discount on Small Business Saturday?
No. The campaign is about supporting small businesses, not discounting. A gift, an event, extra value or simply great service all work well.
Can online and service businesses take part?
Yes. Any small business can take part, including online shops, freelancers and service businesses.
What is the Small Business Saturday hashtag?
The UK campaign hashtag is #SmallBizSatUK. Use it on your posts on the day to join the conversation.
