By: Erika Stevens

It’s the week of Thanksgiving and to me that means appreciation for family, friends and all that we have in our lives, but I know that many Americans are focused on the ever chaotic shopping event known as Black Friday.  Working in marketing and loyalty marketing in particular where I am focused on customers, rewards and shopping throughout the year it is impossible to escape the Black Friday madness.  Last year I wrote a blog focused on the way mobile deals were changing Black Friday and increasing popularity of Cyber Monday.  The results of those two shopping days were more than retailers had hoped for and while I imagine this year will be a repeat, I am focusing on blogging about Small Business Saturday.  

This year is the second Small Business Saturday sponsored by American Express to drive consumers to their local businesses on Saturday after Thanksgiving.  The Facebook page for Small Business Saturday has over 2 million likes.  It includes a place for businesses to list themselves and deals that consumers can search by zip code.  Also available for small business owners are a number of free Facebook ads, in-store marketing materials, a way to publish offers and tools to drive consumers via social media.  Since American Express is sponsoring the day if you are a American Express merchant you have access to even more special offers.

This special shopping day and tools for small businesses struck a particular cord with me after reading a recent iContact survey which highlighted the struggles small businesses are facing in its results.  I heard about the iContact survey through a widely circulated article about a bakery in London that recently lost $20,000 on a Groupon offering a dozen cupcakes for 75% off.  One of the statistics that stuck out from the iContact survey is 70% of small businesses hate Groupon.  Bottom line - regardless of the number of marketing, loyalty, rewards and other services businesses have at their fingertips many small businesses are struggling to stay alive and find productive ways to market to their customers.  

While you are out and about this holiday weekend be sure to show your loyalty to your favorite local businesses by supporting Small Business Saturday.