Why it matters:
- With more than 70% of consumers saying they’re bracing for higher prices this holiday season and are prioritizing deal-seeking and price comparisons while shopping, selling strategies that promote value are key.
- Consumers are saying they’re looking for moments of joy in their holiday shopping experiences, something local businesses are well positioned to provide.
- Big retailers are touting their small business credentials, with both Walmart and Amazon saying 60% of their suppliers are small businesses, a sure sign that small business is a winning sales message.
Big retailers began planning for this holiday season a year ago. They’ve invested millions in data analysis, consumer research, and marketing studies to come up with their game plans to capture some of the expected $1.61 trillion in holiday spending.
Small businesses can tap into all of that planning and boost their sales on Small Business Saturday and beyond by adapting the key strategies big retailers will be using to connect with customers.
[Read more: Digital Strategies Small Businesses Can Use to Boost Sales on Small Business Saturday and Beyond]
Emphasize low-priced items
Consumers have been saying since the beginning of the year that they are worried about the impact of tariffs and worried about their finances in the face of rising household costs. The Deloitte 2025 Holiday Retail Survey found that 77% of shoppers said they expect higher prices on holiday goods, and 70% of consumers across all income groups are looking for ways to save money.
As a result, the big retailers are highlighting that they have everyday low-priced items in their holiday merchandise mix. Target announced that it will have thousands of curated holiday gifts starting at $5 and that most of its gift items are priced at under $20.
Upscale department store Nordstrom also is highlighting affordable items. It announced that 90% of the gifts in its holiday gift shops are priced at under $100, and 60% are under $50.
Small businesses don’t have to emphasize that everything is on sale or low-priced. Just be sure to let your customers know that you also have an assortment of items for someone looking for gifts in a certain price range.
Highlight your exclusives
Walmart and Target, the two toughest competitors in the holiday sales showdown, are emphasizing what they have that the other guy doesn’t – merchandise exclusives. Target is promising that it has 20,000 new items for sale this holiday season, more than half of those exclusive to Target, including items tied to the final season of Netflix’s “Stranger Things” and the new “Wicked: For Good” movie.
Small businesses can emphasize what sets them apart by highlighting locally sourced products or exclusive craft items not easily found elsewhere.
Walmart’s list of top holiday toys includes 37 items that are exclusive to Walmart. Even Dollar General is touting its exclusives this year, including exclusive versions of Melissa & Doug toys.
Small businesses can emphasize what sets them apart by highlighting locally sourced products or exclusive craft items not easily found elsewhere.
Emphasize experiences and moments of joy
Management consulting firm Kearney reported that consumers are looking for moments of joy in between all the deal-seeking this holiday season.
Macy’s is leaning into experiences this year by trying to replicate the feel of European holiday markets in its flagship store in New York and in its State Street store in Chicago. It also is emphasizing holiday traditions like its elaborate window displays in New York in other cities, and it is expanding the Santa experience the New York store is known for to other cities with a Santa tour.
For the first time, Nordstrom is planning Santa appearances with free photos at every one of its stores. It also has more than 1,500 events planned at Nordstrom stores across the country, ranging from holiday breakfasts for families to Glam Up days in the beauty departments.
Small businesses can create experiences with Santa photo opportunities, craft activities for kids, festive holiday music or food-themed events, or special gift shopping activities.
[Read more: 5 Consumer Insights That Will Help You Connect With Customers On Small Business Saturday and During The Holiday Season]
Emphasize perks like product previews
Show your most valuable customers that you appreciate them by inviting them to holiday merchandise preview nights or offering them special “avoid the crowds” shopping times.
Sam’s Club, the warehouse club division of Walmart, recently announced that its Plus members are eligible for exclusive early access shopping hours, from 8 a.m. to 9 a.m.
With more shoppers planning to wait until Thanksgiving weekend to do more of their holiday shopping versus 2024, and with Small Business Saturday falling on November 29 this year, after which there are only 24 shopping days until Christmas Eve, consumers are likely to be extra stressed this year. Anything your store can do to make your best customers feel valued will have added impact.
Emphasize small business
Guess what? Big business is trying to copy one of small businesses’ biggest selling points.
Walmart and Amazon, the country’s two largest retailers, frequently emphasize that they are champions of small businesses.
Walmart publicizes that more than 60% of Walmart U.S. suppliers are small businesses. Amazon promotes its statistic that more than 60% of sales in Amazon’s store come from independent sellers and says most of which are small- and medium-sized businesses.
Walmart and Amazon emphasize those statistics because the majority of consumers say they want to support small businesses. On Small Business Saturday, all year long, it’s key to remember that being small is a selling point.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.
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