Turn Small Business Saturday Into a Practice-Growth Opportunity

Small Business Saturday returns on November 28, 2026, giving independent eye care practices a timely reason to connect with their communities. Use the occasion to highlight what makes your practice different: trusted local care, personal service, curated eyewear, and a team that knows its patients.

It is also a natural opportunity to encourage patients to schedule an annual eye exam, explore new frames, and use their benefits before year-end. Start with the steps below and tailor each idea to your practice, patients, and local market.

1. Build Your Plan Early

Choose one clear goal—such as filling open appointment times, increasing optical visits, or reconnecting with existing patients—then build your promotion and communications around it.

• Create a relevant offer. Consider a frame styling event, a featured-eyewear collection, or a gift with qualifying purchase. Confirm that all offers follow applicable plan, manufacturer, and regulatory requirements.
• Promote the details consistently. Share the date, hours, appointment options, and offer across email, social media, your website, and in-office signage. Ask local business groups or community publications about event listings.
• Prepare your team. Review staffing, inventory, appointment availability, offer details, and talking points so every patient receives a consistent experience.
   

2. Make It Easy to Find and Choose Your Practice

• Strenghten your VSP^® Find a Doctor Directory! Confirm that your website, online scheduling link, office information, doctor headshots, and profiles are current.
• Put your reputation to work. Review your online listings and recent feedback, then use these tips to manage and strengthen your online presence
• Give patients one clear next step. In every message, point patients to one primary action: book an eye exam, call the practice, visit the optical, or learn more about the event.
• Connect care and retail. Pair your Small Business Saturday message with a reminder about the  importance of annual eye exams and year-end benefits. Use the email template below to spread the word.

Subject Line: Shop Local and See What’s New at [Practice Name]

Dear [Patient Name],

Small Business Saturday is November 28, and we invite you to celebrate with your local eye care team at [Practice Name].

Stop by to [explore our featured frames/take advantage of offer details], or schedule your next eye exam. Our team is here to help you find eyewear that fits your vision, lifestyle, and personal style—and to help you understand and use your available benefits.

[Add event hours, appointment link, and promotion details.]

Thank you for choosing a locally owned eye care practice. We look forward to seeing you!

[Practice Signature]

3. Build Momentum on Social Media

Use a mix of team photos, frame highlights, short videos, and event reminders. Include your location, hours, offer details, and booking link in every event-related post. Visit the November portal to download social media graphics.

Recommended post:
Celebrate Small Business Saturday with your local eye care team! Visit [Practice Name] on November 28 to [explore featured eyewear/receive offer details/meet the team]. Ready for your next eye exam? Book today: [link]. Thank you for supporting independent eye care in our community. #SmallBusinessSaturday #ShopSmall #SupportLocal

  

A social media content calendar can help your team plan posts in advance, balance promotional and educational content, and maintain a consistent presence throughout the holiday season.

4. Create an Inviting In-Office Experience

• Showcase your optical. Feature seasonal frames, staff favorites, or gift-ready accessories in high-traffic areas. Keep displays organized and make products easy to browse and try on.
• Make the offer easy to understand. Place simple signage at the entrance, check-in area, and optical displays. Include the offer, timing, and any key details.
• Prepare your team. Give staff a short overview of the promotion, ideal patient talking points, and the next step you want patients to take.
• 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.  
• Invite participation. Consider a frame-styling station, photo moment, patient giveaway, or partnership with another local business to create a more memorable community experience.

Ready to turn your ideas into a plan?
Premier Edge Marketing Support is a complimentary benefit for practices participating in Premier Edge. Get customized recommendations aligned with your practice goals by completing the 3-minute Virtual Marketing Assessment.