For years now, we’ve heard that offering discounts is the best, maybe even the only way to get holiday sales. 

Recently, I read yet another post recommending last-minute deals. Same old advice, right? Since everyone says it, it must be true.

Uhh…no.

The advice often comes with good intentions, but it’s easy advice. Dropping prices can seem like the magic solution for everyone—but constantly undercutting yourself isn’t the way to build loyal customers or drive sustained growth.

And let’s be real—are these “experts” seeing great results from endless discounts in their own brick-and-mortar businesses? The truth is, constant discounts may even make you feel like a failure when, in reality, the strategy isn’t the best fit for everyone.

My Personal Experience: What We Learned at the Farmers Market

Back when I worked at the Farmers Market, I often spoke with vendors about the discounts they offered to draw customers. Many tried this strategy because it was so widely recommended. 

But we soon noticed it wasn’t building the lasting loyalty they were looking for. Instead, we began focusing on creating unique experiences and connections. The result? More engaged customers and better relationships that outlasted quick sales.

These days, I bring that same approach to my clients, showing them how to drive sales by fostering authentic connections and memorable experiences—because building real relationships goes far beyond a quick sale.

Why Constant Discounting Isn’t So Great

Here’s the thing, discounting all the time has some serious downsides. Here’s why it might not be the best idea:

• Lowers perceived value: Discounts can make customers expect lower prices long-term, reducing the perceived worth of your products or services.
• Erodes profit margins: It’s harder to meet your revenue goals when your profit margins shrink.
• Attracts bargain-hunters, not loyal customers: New customers may come in for discounts but leave for the next sale elsewhere.

In today’s market, what worked a decade ago in retail doesn’t always translate to sustainable growth. Research even shows that frequent discounts can shift consumer loyalty to the next “best” deal instead of the best experience or product.

Want proof? 

• The Impact of Discounting on Business Profits and Sales
• Pricing and Promotion: a Literature Review

So, what can you do to build genuine excitement for Small Business Saturday? Fortunately, there are ways that feel true to your values, that don’t rely on slashing prices.

Wouldn’t you rather spend your time doing something that connects you with the ideal clients, that’s also crazy effective at getting increased sales? Well, now you can. And it doesn’t have to be confusing or overwhelming. 

A Better Way to Build Excitement for Small Business Saturday (Without Discounts) 

Here’s the good news: there are other ways to drive excitement that don’t rely on slashing prices. In fact, these approaches align with a long-term vision for your business, building real connections and a loyal customer base.

If you haven’t already, check out my earlier blog: the Perfect Timeline to plan a goal-oriented holiday strategy that works for your business. Then come back to apply these three strategies.

1. Tease Exclusive Offers Early

With so much holiday noise, showcasing what’s unique about your business as soon as possible is crucial. Here’s how:

• Countdown with Sneak-Peek Product Photos: Share “coming soon” photos or hints to build excitement around your products or services.
• Reveal New Arrivals One by One: Create a ‘guess what’s coming’ series on social media or unveil a new item each day for a week leading up to Small Business Saturday.

Don’t skip this stage: research shows that desire, or anticipation, is a powerful motivator. By tapping into this excitement early, you help customers feel more connected to the experience of supporting your business.

Pro Tip: Make it clear these are limited-time holiday specials to create a sense of urgency without a price cut.

2. Invite Customers to Participate

Everyone wants to feel valued, and inviting customers to take part in your promotions makes them feel part of something special. Try these ideas:

• Run a Poll: Use stories or email to ask customers about their favorite products or upcoming offers they’d like to see.
• Share Local Events: Partner with local initiatives, like a Chamber shopping night or town parade, and share the experience on social media. Use local hashtags and tag other businesses who were there. Engage with your ideal clients’ posts about the event as well! (Just don’t be gross about it)
• Host a Giveaway or Social Media Challenge: Run a giveaway in partnership with another local business to increase exposure. Not only does this boost engagement, but it gives potential customers a sense of ownership in the event. Giveaways are a lot of work, so do your research to make it worthwhile!

For smaller businesses, try personal outreach! For example, message a few clients personally to invite them to Small Business Saturday or share gift recommendations. A message like “I thought of you when this arrived—perfect for [reason]!” goes a long way in building excitement without discounts.

3. Create a VIP Experience

Your existing clients are the real VIPs. They are the ones supporting you, telling their friends and neighbors about you, and coming back again and again. Treat them to something special:

• VIP Shopping Hour: Host an exclusive shopping hour for loyal clients or bundle popular items into a limited holiday package. This builds rapport and adds value without requiring a discount.
• Bring-a-Friend Event: Allow VIPs to bring a friend to your event or offer a special add-on that feels like a luxury experience adds value without requiring a discount.

This approach builds excitement that lasts longer than a one-time sale and gives customers a unique reason to come back. By creating memorable experiences, you’re laying the groundwork for a long-term relationship with clients who value more than just the price tag.

4. Bonus Tip: Get Involved with Your Local Community

Creating buzz at the local level strengthens your business’s roots. Make a local impact by attending local events, then posting about them. Tag other businesses and individuals you saw were there, and comment on their posts about the event as well.

Be sure to partner with local initiatives such as your Chamber’s trick or treat, a special holiday shopping night, or town parade. Join in time to be included in their marketing, and share about it before, during, and after with your community as well. 

Use local hashtags on Instagram to ensure your posts reach people nearby. When clients see you involved in the local scene, they’re more likely to support you and become a part of your community.

Ready to Make Small Business Saturday Memorable?

Building excitement around your business without constant discounts is achievable—and so rewarding! It’s all about connecting with your customers in ways that matter.

Check out some of my other Small Business Saturday posts and keep challenging yourself to get results in a way that rings true for you. 

• The Perfect Timeline for Your Local Business Holiday Marketing Plan
• 5 Reasons Your Small Business Saturday Marketing Hasn’t Worked Yet (and How to Fix It) 

Need a Boost?

The good news is, you can absolutely have a profitable Small Business Saturday in a way that builds engagement with your clients. 

If you want more ideas or a roadmap, my Holiday Marketing Kickstart can help you save time, reduce stress, and keep customers engaged, all while bringing in sales—without endless price cuts.

Questions? Comments? Drop them below. I can’t wait to hear what you think!