Small Business Saturday is like the big game for many independent businesses, with millions of shoppers expected to shop small on Saturday, November 25. But business owners won’t win the day simply by opening – they need to close deals by turning browsers into buyers.

The Small Business Saturday initiative was created in 2010 by American Express. This year, The UPS Store is launching a new campaign to help businesses close more sales on Small Business Saturday. The campaign will feature online videos of a helpful and informative salesperson, “Mr. Closer” providing tips and sales strategies to help business owners be more successful. Additionally, small businesses can order The UPS Store® Closer Kit print materials online, providing a range of affordable, customizable print materials that are specifically designed to help “on-the-fence” shoppers to make a purchase.    

“Small Business Saturday is an important time for small businesses of all types, and it presents new opportunities to gain customers on that day and beyond,” said Karen Kelly, director of advertising for The UPS Store. “Most small businesses compete with unique products and exceptional service, but it’s hard to provide a personalized experience to every customer when your store is jam-packed. The UPS Store is delivering tools and tips to help business owners close this gap – and close more sales – on this important day and throughout the holiday season.”

The numbers from last year’s Small Business Saturday demonstrate the need for increased focus on closing more sales.  In 2016, a record 112 million Americans said they shopped independent businesses on Small Business Saturday, a 13 percent increase from 2015.  But even with this surge of shoppers, estimated sales dipped slightly to $15.4 billion.* 

The UPS Store Closer Kit Print Materials will include an array of options for printed materials designed to help business owners share their unique stories with customers, even during busy periods when they’re unable to spend significant time talking to them in person.  Options include:

• Pass-Along Card: Specialized business cards that incorporate reminder notes or special offers for shoppers to share with a friend.

• Product Brochure: Allows businesses to quickly and effectively share features and benefits.

• Merchandise Rack Card: Provides shoppers with relevant background, even when an employee isn’t immediately available.

• The Come Back Card: Reminder cards that encourage customers to return by a certain date.

With Closer Kit options starting at $9.99, businesses can order the right combination of materials to best fit their business print needs.  Materials can be customized online via easy-to-use templates at upsstoreprint.com/closer.

The Closer campaign will be supplemented with a series of online videos and ads, which will highlight some of the challenging scenarios owners are likely to face during Small Business Saturday, along with recommendations on how to address them.

“For most businesses, the best salesperson is the business owner, but many owners are stretched thin on busy days like Small Business Saturday,” Kelly said.  “With these videos, we’ll demonstrate the power of print materials to help owners extend their message to customers, and turn more browsers into buyers.”

Videos and ads will run through November 25, though Mr. Closer print materials are designed to help small businesses throughout the busy holiday season and beyond. The right print products can help small businesses close the deal, and for a limited time, all print and select promotional products (e.g., shirts, mugs, totes) available at upsstoreprint.com/closer are 30 percent off.  

*Small Business Saturday Consumer Insights Survey, November 28, 2023