Prepare Your Practice for Small Business Saturday

Small Business Saturday is an annual celebration of local businesses, encouraging communities to shop locally. This year, Small Business Saturday is on November 30. Studies show that 84% of consumers plan to shop small during the holidays.¹ This initiative is a great opportunity to help promote businesses in your neighborhood, including – and most importantly – your own. You can also take this occasion to remind patients to use their benefits before the year ends. 

Follow the tips below to help your local business get ready for this special event. 

1. Plan Ahead 

As the name suggests, Small Business Saturday is a one-day event, once a year. So, it’s crucial to plan and publicize the event in advance. Here are a few things to consider. 

• Special Promotions. Consider creating a special promotion to attract patients and encourage them to make a purchase. Or, you can give a gift with purchase to show appreciation to the community for supporting your business. 
• Share! Use the email templates and social media posts below to educate your patients about Small Business Saturday and share your hours and special promotions. Consider promoting an ad in your local newspaper or magazine. Some community publications also feature local businesses at low or no cost, so look into those opportunities as well.
• Store hours and staffing. Consider extending your hours and having extra staff on hand if you’re expecting increased foot traffic. 

2. Optimize Your Online Marketing 

Enhance your listing on the VSP^® Find a Doctor Directory! Follow the step-by-step instructions to add website and online appointment scheduling information, doctor headshots, and profiles to your listing on the Find a Doctor Directory.

Manage Your Online Reputation. Online reviews are critical to your practice’s growth. And for events like Small Business Saturday, where you’ll be attracting new patients, ensure your online reputation accurately reflects the stellar service you and your team provide. Learn how to elevate your online presence.

Communicate with your existing clients. Use the email template below to let your patients know about Small Business Saturday and remind them to use their benefits before they expire at the end of the year. Including your practice’s story is a nice touch and a great way to make a link with the event.

Subject Line: Shop Local This Small Business Saturday at [Practice Name]!

Dear [Patient Name],

November 30 is Small Business Saturday. As a local, independently owned optical practice, we pride ourselves on providing personalized service, stylish eyewear, and expert care.

Is it time to get new glasses, or are you due for your annual eye exam? Our friendly staff at [Practice Name] is here to help! We’ll make sure you find the right frame styles for your lifestyle and help you get the most out of your insurance benefits. Speaking of benefits, make sure to review your plan details, as some benefits expire at the end of each year. 

Book an appointment with our friendly staff today! 

Thank you for supporting small businesses like ours.

<Practice Signature>

3. Amplify Your Social Media

Use the content calendar below to get started and visit the November portal to download all social media graphics. We encourage you to use fun photos of your staff and ODs as well.

A social media content calendar is a great tool to help you save time while efficiently marketing your practice. It makes it easier to diversify your content and post a variety of topics to keep your social media fresh, educational, and interesting.

4. Create an Inviting In-Office Experience

A seamless patient experience is important, especially when you’re anticipating increased traffic. Here are a few ways you can make sure your office is ready for more patients.

Layout: Optimize your office layout for smooth customer flow. Ensure that product displays are attractive, neat, and well-organized. 

Display products in a way that patients will feel comfortable trying them on, such as ensuring that they are only an arm's reach away.  

Decor and signage: Dress up your office front window with eye-catching decorations and signs to attract visitors.

Check-in and waiting area: Clearly display your Small Business Saturday promotions inside your office to guide customers.

Product placement is key. Showcase the latest seasonal frames in high-traffic areas. 

Celebrating Local Businesses

Premier Edge Marketing Support celebrates YOU! Not just on Small Business Saturday, but every day. We celebrate and support your business and all you do for your communities, your patients, and the optical industry.

Here are just a few recent photos of Premier Edge practices we’ve met with across the US!


Stanford Ranch Optometry, Rocklin, California

BNC Eyecare Group, Montclaire, New Jersey


Arvada Optometric Center, Arvada, Colorado


Fashion Eye Center, Tucson, Arizona

Premier Edge Marketing Support is an exclusive, complimentary benefit for practices participating in Premier Edge. Personalized consultations are available to help you meet your practice goals. Get started today by completing the 2-minute Virtual Marketing Assessment. 

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