Small Business Saturday and Giving Tuesday


While Black Friday and Cyber Monday get most of the attention during the holiday shopping season, we shouldn’t forget Small Business Saturday and Giving Tuesday. 

Small Business Saturday is the day after Black Friday, and encourages consumers to shop at their local, neighborhood stores. Giving Tuesday happens the day after Cyber Monday and is meant to encourage people and organizations to give back to their communities through charity, generosity, and  volunteering. 

These days present two awesome opportunities to connect with your audience. 

Plus, we know COVID-19 impacted independent small businesses and non-profits in a way no one could have predicted this year. So to help small businesses and non-profits make the most of these days, AWeber’s design team built free email templates for you to use on Small Business Saturday and Giving Tuesday.  

This holiday season, we hope everyone considers supporting independent small businesses on Small Business Saturday and non-profits on Giving Tuesday. 

What is Small Business Saturday?

Small Business Saturday is an annual shopping holiday, first celebrated in 2010. It highlights and brings attention to the importance of shopping locally at small businesses in your community. It is celebrated each year on the Saturday after Thanksgiving to keep local businesses top of mind during holiday shopping.

However, this year may look different for many brick-and-mortar small businesses. Due to COVID-19, many small businesses may need to alter their Small Business Saturday plans due to local social distancing mandates. 

That means tools like email marketing and social media, will play a larger role than ever before to connect with your audience and let them know what they can expect when shopping in your store. 

How to talk to your audience about Small Business Saturday 

Graph on on how $68 of every $100 stays in a local community when  customers should buy from a local small business.

Here are a few things to keep in mind when promoting your small business this shopping season. 

Remind your audience that shopping local has a positive impact on the entire community. $68 for every $100 spent with independent local small businesses stays in the community, versus only $43 when purchases are made from a national chain. 

Plus, shopping local means they are helping people in their very own community: neighbors, families, events, non-profits, and more. 

One of the best ways to communicate with your audience and visually engage them with your brand is through eye-catching email design. So AWeber created three different Small Business Saturday email templates you can customize — available for free in your AWeber account. 

These templates allow you to keep your brand identity while including logos identified with Small Business Saturday. Pick one of the professionally designed templates you like as a starting point and easily customize the content for your Small Business Saturday offers.

1. #ShopSmall template

#ShopSmall email template for Small Business Saturday

You can customize the #ShopSmall template to highlight your business in a matter of minutes. Simply add in any special offers, your logo, hyperlinks to your website, and social media links, and you are ready to start interacting with your audience to promote any specials.

2. Invitation to Small Business Saturday email template 

These Small Business Saturday email templates include four different color and image options.  You can drag an element widget into your email template to change the color, add a logo, or replace any images. 

3. Traditional Small Business Saturday email template

Traditional Small Business Saturday email template

If you love the traditional Small Business Saturday logo and blue background, then this template is the one for you. Easily add your logo, customize the call to action button colors, and add a coupon or images with the drag and drop editor. 

What is Giving Tuesday?

Giving Tuesday is an amazing opportunity for non-profits to raise awareness and funds for their worthwhile causes. Giving Tuesday is a global day of giving, celebrated on the Tuesday following Thanksgiving. 

It kicks off the charitable season and the end-of-year giving. Giving Tuesday was created in 2012 by New York’s 92nd Street Y in partnership with the United Nations Foundation to encourage people to do good and help others.

Email is a powerful tool for non-profits on Giving Tuesday

Your donors won’t turn out to support your organization on Giving Tuesday if you don’t ask them to. A Giving Tuesday email is an excellent way to connect with your donors and educate them on your organization’s incredible work. 

A Giving Tuesday email campaign also provides a terrific opportunity to collect donor data and get to know your audience better. Studies show that 45% of donors make another gift to the same non-profit the following year. 

AWeber makes it easy to segment and tag your donors so you can follow up with relevant information about your organization. 

Take action! In the video below, learn how to easily create a segment of subscribers using tags, save your dynamic segments, and then send a personalized email within AWeber.

The week leading up to Giving Tuesday is an awesome time to send out a few emails about your organization. Just make sure that each email is relevant to your donors and keep your subscribers engaged. 

Free Giving Tuesday email templates

Giving Tuesday email template

AWeber’s Giving Tuesday email template is professionally designed and pre-built with content suggestions. Simply add your company information, a link to donate, and information about your non-profit’s fantastic work and mission.

Ready to plan your Small Business Saturday and Giving Tuesday emails? 

If you only plan to send one email during the holiday shopping weekend, your subscribers will likely miss it due to the sheer volume of emails sent that weekend. Sending multiple emails or setting up an automated campaign will help you generate more revenue or awareness for your cause than a single email.

Each email should be unique to reinforce your value and to prevent unsubscribes. Tailor your emails to different segments so each group of people receives emails with appropriate messaging.

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