How Florists Can Make the Most of Small Business Saturday with Email Marketing
Small Business Saturday is the perfect chance for florists to connect with their community, increase sales, and showcase the value of shopping local. Unlike the Black Friday rush, this day is all about supporting independents. For you, it’s a brilliant opportunity to remind customers why buying from a local florist means so much.
Email marketing is a fantastic tool here - your subscribers want to hear from you! So, plan a few thoughtful emails in the lead-up to create excitement, share exclusive offers, and strengthen your connection. Here are four simple ideas to get you started:
1. “Why Small Businesses Matter”
Share your story and the positive impact of shopping small. Tell customers about your Small Business Saturday plans, including any events, discounts, or giveaways they can look forward to. Consider shout outs to other local retailers to highlight great spots for a whole day of supporting independents, and perhaps give a special thank-you gift for the first few subscribers who shop with you. This email sets a heartfelt tone and builds up anticipation.
2. “Behind the Scenes at [Your Shop Name]”
Give your customers a peek into your world! Share a few “behind-the-scenes” moments of your team prepping, setting up arrangements, or having fun together. Link to a “Meet the Team” page or show off everyone’s top picks for the season. Not only does this create a personal connection, but it’s also a gentle reminder of the effort and passion behind every bouquet. Consider a reel to support this message and link to it on your email as a reminder to subscribers to make sure they’re following you on social.
3. “Small Business Saturday Gift Guide”
Countdown to the big day by showcasing the best of your range - from bouquets to wreaths and festive gifts. Offer email subscribers the chance to pre-order so they can collect on the day, highlighting this as one of the advantages of shopping local. Remind them about any planned activities and tell them how much you’re looking forward to seeing them. This email is also a good opportunity to link to any community initiatives or local events as it reminds customers that this is more than a quick shop, it’s a day out!
4. “Thank You for Supporting Local Florists!”
Wrap up with gratitude. During the first week of December, let your customers know how much their support means and share any highlights from Small Business Saturday, like a raffle draw, prize winner or a fun moment caught on camera. Consider finishing with a thank-you discount for their next visit to keep the independent love going.
Email marketing lets you directly connect with loyal customers who are ready to support you. With these ideas, you’ll make Small Business Saturday memorable for both you and your community!
If this sounds helpful but you’re not sure where to start, join the waiting list for our upcoming course; From Seed to Send: Getting Started with Email Marketing for Florists. Launching in January, we’ll guide you step-by-step (from scratch) to help you make email your secret weapon.