For many shoppers, Black Friday kicks off the holiday shopping season with the best deals and steals. Nearly 73 million people visited a brick-and-mortar store during the Thanksgiving holiday weekend in 2022, according to the National Retail Federation. In addition, Adobe projects that $221.8 billion will be spent online this holiday season, with Cyber Monday accounting for $12 billion of that total.

This year, 61% of holiday shoppers are likely to choose Small Business Saturday for holiday shopping, according to a Bankrate survey, which is slightly higher than the 56% of shoppers likely to shop on Black Friday. Small Business Saturday takes place Nov. 25, the Saturday after Thanksgiving. It is an excellent opportunity to show your support for local businesses and the communities they serve. Choosing local not only benefits the local economy but also fosters entrepreneurship, builds stronger communities, and has positive environmental and social impacts.

This year, Trusted Choice® refreshed its “Choose Local" campaign resources, which provides Big “I" members with a suite of customizable assets for agents to use in the build-up to Small Business Saturday. The campaign concept celebrates and supports local businesses, all while highlighting the critical role insurance plays in safeguarding their future.

Small Business Saturday is the perfect occasion to underscore the importance of local businesses. "Choose Local" is not only about showing support for our community members but also about addressing the importance of small businesses having adequate coverage.

Here are five ways to make the most of the day:

1) Use social media. Whether you're on X, Facebook, Instagram, Pinterest or TikTok, post often and promote Small Business Saturday. Use the hashtags #ShopSmall and #SmallBusinessSaturday so shoppers can find you easily. Share success stories, client testimonials and informative posts about the importance of insurance for small businesses.

If you're going to take to the web to promote your business, make sure that your website and contact details are up to date, too.

2) Distribute eye-catching marketing materials. Remember, marketing isn't all about online presence. Invest in professionally designed marketing materials that highlight your agency's unique selling points. This could include brochures, flyers, radio ads and banners promoting your business. Distribute these materials strategically in the local community, targeting areas with a high concentration of people and other small businesses.

3) Remind regulars and passersby. Capture the attention of regular clients and passersby by enhancing your agency's storefront. Consider creating a themed window display that not only showcases your commitment to local businesses but also highlights the benefits of your insurance offerings.

And don't forget to hang the “Choose Local" window cling in your agency window to let your community know that you are a small business, too. Make sure to request your window clings now to receive them in time for Small Business Saturday. 

4) Collaborate with other local businesses. The power of a referral program is well known to independent insurance agencies, who are renowned for their deep-seated roots in nearly every aspect of their local business landscape. To make this work in your favor on Small Business Saturday, run a special referral program to encourage referrals between businesses.

The reward? Perhaps a discount, special agency-branded swag or a donation to a charity of their choice. It is the season of giving after all.

5) Host a party or open house. Get your community in the holiday spirit with music and—everyone's favorite—free food. Also, shoppers love to feel engaged and inspired. So, what better way to do that than with a hands-on activity, such as gift wrapping or a cooking demonstration.

Of course, like any agent who attends a party, you can remind partygoers about the need to register high-value gifts on their homeowners inventory and share holiday season safety tips. Maybe even tip off the press for a local photo op.

By implementing these tips, your independent insurance agency can effectively promote itself in the lead-up to Small Business Saturday, connecting with potential clients and reinforcing its commitment to supporting local enterprises.

Kasey Connors is Big “I" vice president of marketing operations, Trusted Choice®. To use the “Choose Local" marketing resources and take part in this campaign, visit the Trusted Choice member website.