Small Business is Big Business

November 22, 2016
Toni Jakovec

As a small business owner, it can be a daunting task to know what promotions pay off and which ones are just a disappointing waste of time. vomFASS takes the risk out of promotional decisions by providing both national and international marketing experts to guide franchisees. The vomFASS marketing team eagerly supports participation in Small Business Saturday with its well-proven track record and nationwide customer approval.

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Small Business Saturday’s customized graphics are available for all retailers

American Express initiated the Small Business Saturday (SBS) concept and has been championing the annual campaign actively over the past 6 years. Consumers now have a trifecta of shopping opportunities: Black Friday, Small Business Saturday and Cyber Monday. vomFASS is an avid proponent of SBS and encourages their independent franchisees to participate.

Last year over 95 million consumers shopped at small businesses – including restaurants, retailers and more – on Small Business Saturday, marking an 8 percent increase from 2014. Additionally, total spending among U.S. consumers who were aware of Small Business Saturday reached $16.2 billion, an increase of 14 percent from $14.3 billion in 2014.

To paraphrase the famous adage, at vomFASS high visibility lifts all shops. Each independent franchise benefits from the experiences and successes of their sister shops. Recently Colleen Cavalieri, San Diego owner, was curious to know what other shops were doing to promote Small Business Saturday. vomFASS shop owners across the country were happy to share their promotional plans.

Kim Peeples–Claremont, CA: We are going to do a small gift with a $50 or greater purchase for that day.

Tamra Kramer–Mall of America, Twin Cities of Minneapolis / St. Paul: I’m using the Joy promotion on Black Friday and Small Biz Saturday, and probably throughout the season. (Free Joy set (3- 40ml set) with $100 purchase.) Plus free “Perfect Pair” (100ml oil and vinegar) with $250 purchase.

Melissa Bartholomew–Des Moines, Iowa: We are doing a shopping center event for small biz Saturday with the other shops. Santa, music, food/drink, shopping punch card passport, kids punch card for finding hidden elves in each shop. In my store we’ll be doing cider; I have a chef doing a book signing and making/flipping crepes; wine sampling later in the day, and what we’re calling daddy daycare–dads sample whiskies while the spouse/kids shop. All the shops going for a big day!!! Last year we did gift cards, for example, spend $100 get $10 gift card to give or use on next visit.

The success of SBS is a marketing marvel. Launched on November 27, 2010, the first SBS was structured by American Express who advertised heavily and encouraged shoppers to support small businesses on the designated day. The following year SBS received a ringing endorsement from President Obama, governors, mayors and senators. The US Senate officially recognized November 26, 2011 as Small Business Saturday.

By 2012 the little-day-that-could boasted 73.9 million people shopping in small businesses, reported by the Small Business Saturday Consumer Insight Survey independently conducted by Redshift Research. American Express actively invited small businesses to promote the day with personalized ads appearing across the web.

2013 advanced the concept with 1450+ neighborhood champions signed up to rally their communities pledging support as individuals, neighborhoods, and local organizations. An estimated 14.3 billion was spent on SBS as reported by the Small Business Saturday Consumer Insight Survey independently conducted by Ebiquity on 11/30/14. Since 2010, 88 million shoppers have “shopped small.” If these past years are an indicator, 2016 promises to raise the bar even higher.

A 2015 Forbes article by Rohit Arora took an in-depth look at SBS and its appeal to consumers. “Small businesses power the U.S. economy. In fact, according to the SBA, they represent 54% of all domestic sales and generate approximately 40% of all retail jobs. Small businesses add vibrancy and strengthen communities, as well as their local economies.

Small stores pride themselves on high levels of customer service, the one-on-one attention that big box retailers simply cannot offer. While typically small retailers cannot compete well on price, they can offer unique items, helpful service, and the personal touch that seems to get lost in the Black Friday hysteria. Smart retailers partner with other businesses, such as nearby restaurants, on special promotions to generate added value for customers. Savvy marketers will take it another step and promote deals and partnerships on social media with the hash tags #SmallBusinessSaturday and #ShopSmall.

It is important that we remember to shop local at the stores that support our community not just on Small Business Saturday, but all throughout the year. Small business is the key to the American economy and this annual initiative has evolved as a great way to offer support to the great entrepreneurs of our country.”

At vomFASS we think we should celebrate small business every day, but SBS is the perfect reminder to support and patronize locally owned businesses.

vomFASS Cranberry Apple Chutney is the ultimate condiment for your Thanksgiving table. Easy to make and incredibly flavorful, this spin on the traditional will become a welcome addition to your holiday menus. (Makes 2 cups)

vom Fass Cranberyy Apple Chutney
Toni Jakovec November 22, 2016

Ingredients:

  • 2 large Granny Smith apples, peeled, cored & chopped
  • 1/2 cup Onion, chopped
  • 1/2 cup Dried cranberries
  • 1/4 cup vomFASS Cranberry Vinegar
  • 1/4 cup Brown sugar, packed
  • 1 Tbl. Orange zest
  • 1 Tbl. Ginger, grated
  • 1/2 t. Allspice
  • 1 t. Mustard seeds

Directions:

  1. Combine all ingredients in a medium saucepan, stir well.
  2. Bring to a boil; reduce heat and simmer, covered, for 40 minutes.
  3. Remove cover and simmer over low heat to reduce excess liquid; let cool.
  4. Cover and refrigerate for up to 2 weeks.

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Disclaimer: This information is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise. It is for information purposes only. Currently, the following states in the United States regulate the offer and sale of franchises: California, Hawaii, Illinois, Indiana, Maryland, Michigan, Minnesota, New York, North Dakota, Oregon, Rhode Island, South Dakota, Virginia, Washington, and Wisconsin. If you are a resident of one of these states, we will not offer you a franchise unless and until we have complied with applicable pre-sale registration and disclosure requirements in your jurisdiction.