The Ultimate Week-By-Week Small Business Saturday Plan for Pet Businesses

Yes, it’s already November, but it’s NOT too late for your pet business to map out a plan for celebrating this Small Business Saturday!

Black Friday might get all the headlines with mainstream media, but Small Business Saturday is when local businesses have the opportunity to truly shine. 

Back in 2010, American Express created Small Business Saturday as a way to redirect holiday shopping dollars to local small businesses during the biggest shopping weekend of the year. Sandwiched between Black Friday and Cyber Monday, this special day has become more of a movement to celebrate and showcase what makes you so special in your community! 

And let’s be real– what makes a community more vibrant and fun than YOU, the local pet business?! 

When thinking about how Pet Boss Nation could help your pet business plan to celebrate Small Business Saturday, we thought we’d break down the overwhelm of event planning by giving you a week by week checklist! 

So, if your pet business (ANY pet business– retailers, groomers, dog daycares, trainers, pet sitters, etc.) needs a Small Business Saturday celebration plan,  here’s exactly what you need to do week by week (starting today!) to make this your most celebrated one yet! 

4 Weeks Before: Mapping out your Small Business Saturday plan with strategy!

This week, you’ll focus on dreaming up how you’re going to celebrate your amazing pet business! This isn’t just another sales day, but a chance to SHINE. 

So start by asking yourself: How are you envisioning this celebration? How do you want your customers to feel when they come to celebrate this day with you?

Do you picture: 

• A festive photo opp that everyone will share on social media?
  
• A “thank you” event to your customers for helping your local pet business thrive?
  
• Community partnerships with other local small businesses?
  
• Surprise gifts to remind your customers how special your business makes them feel?

Once you’ve got your vision in place, make sure you have what you need to bring it to life! For example:

➡️ Pet retailers, take stock of inventory you might need. Are there any special orders needed to support your plans? 

➡️ All pet businesses, make sure you check out American Express’ Small Business Saturday marketing resources for signage and more! 

➡️ Want to make it special with custom branded swag? Now is the time to think about that! This might look like branded bandanas, treat bags, or photo opportunity signage! 

🌟Pro tip: Don’t forget to leverage Astro Loyalty deals and promotions during this celebration of your pet business to make it even more exciting and enticing for your loyal customers.

3 Weeks Before: Start to market your Small Business Saturday celebration!

Now that you’ve dreamed up the perfect Small Business Saturday celebration, you have to make sure everyone knows about it! Plus, start planning those special touches that will make your customers feel like true VIPs! 

When getting the word out, you want your marketing to build excitement and make people feel like they’re a part of your pet business family.

Consider mapping out: 

• Email announcements to your list that feel more like personal invitations.
  
• Personality-packed social media teasers to give sneak peeks into what’s planned for the day.
  
• In-store signage that builds anticipation and creates a buzz in person. 

Now… let’s plan some extra fun stuff for that surprise and delight factor! Those little extra efforts are what make your customers think, “THIS is why I love shopping small!”

➡️ Execute on setting up those photo opportunities we were planning for in the week prior! Example: An Instagram frame with the caption, “My dog shops small!” 

➡️ Tease small gifts you might be giving away to celebrate Small Business Saturday to further build that excitement! 

➡️ Showcase a refreshment area that you’ll have set up for the big day in celebration! Tease what you’ll be offering (human AND pet treats!) 

Remember, every touchpoint should remind your customers why they choose YOU over big box stores, so keep that in mind when marketing your Small Business Saturday plans. 

2 Weeks Before: Get your team pumped and keep raising awareness for the big day!

The excitement keeps building! Now, let’s get your team enthusiastic, too! Their energy will be contagious to your customers, so we want it to have extra celebratory vibes.

Rally your team and show them how to be the best hosts of your Small Business Saturday celebration by:

• Sharing the “why” behind Small Business Saturday.
  
• Let them share their ideas with you to enhance the day even further!
  
• Go over those surprise and delight moments and how to make the day extra special.
  
• Consider fun team shirts or accessories for the day! 

Use this week to keep that pre-party buzz BUZZIN’! Get your customers involved as much as you can on your marketing channels. For example:

➡️ Create an event on Facebook and ask your customers to RSVP (and maybe they get a special perk or gift for doing so and showing up!)

➡️ Start an email countdown to the big day and ask people to respond to RSVP, too! 

➡️ Share some behind-the-scenes videos on your social media to showcase you preparing for the day and how much fun it’ll be. 

Social media engagement isn’t just another checkbox on your to-do list, Pet Boss.

It’s your opportunity to build a lively community around your pet business! With these social media tips for pet businesses, you can nurture loyalty before the holiday sales kick in. Here’s to a Q4 brimming with engaged followers!

1 Week Before: Final touches for your Small Business Saturday celebration!

The big day is almost here, Pet Boss! Time to focus on the final touches that will help your Small Business Saturday celebration really highlight your special pet business. 

The final touches are mostly executing all of those fun plans we talked about in the weeks leading up to this, like: 

• Putting up Small Business Saturday signage or fun decorations.
  
• Setting up those photo opportunities for your customers to enjoy (and share on their social media accounts!)
  
• Finalizing any special gifts or surprise and delight add ons. 

Plus, use this time to rally your team once more and let them know they are the heart of this celebration! 

➡️ Make sure they know their roles in making this a special celebration. 

➡️ Go over any details of promotions you might be running. 

➡️ Make sure they have their party pants on and are ready to CELEBRATE with your customers! 

Ready to celebrate what makes your pet business special this Small Business Saturday?

Remember, Small Business Saturday isn’t just another shopping day – it’s your opportunity to showcase what makes your pet business uniquely valuable to your community. 

Whether you’re a retailer, groomer, trainer, daycare owner, or pet sitter, this guide is everything you need to take that sentiment and infuse it into an unforgettable celebratory day!  

Remember, big box stores can’t match your personal, local pet business touches. YOU are where local pet parents find a trusted partner and a second family for their pet. THAT is worth celebrating! 🥳

Other helpful resources: 

The 2025 Pet Boss Planner- The ultimate planner designed specifically for the needs of pet business owners to help you build a proper plan to make your big dreams a reality! Preorder here!

Blog: 3 Key Small Business Saturday Messages For Your Pet Business

Podcast: Episode 51 | 7 Simple (And Last Minute) Small Business Saturday Ideas

Learn more with us!

• Need 1:1 support to make massive action now? Book a discovery call with us to see if working 1:1 with Candace is the right fit for you.
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