J Hamel Solutions

5 Reasons Your Small Business Saturday Marketing Hasn’t Worked Yet (And How to Fix It)

Stop me if this sounds familiar: you’ve been promoting your business year-round, prepping for holiday sales online and in-store, but your numbers are down and you’re running on fumes.

From the outside, friends might think business is booming. But the numbers tell a different story—sales are down and energy is tanked. Your family never sees you, and maybe you’re even thinking that this year, you won’t participate in Small Business Saturday and other holiday sales. 

Overwhelmed? Worrying what the season might bring? Before you head down that spiral, read on. 

This guide is all about getting your Small Business Saturday marketing right so you can increase revenue and enjoy the season. 

Ready to plan out stress-free social posts, emails, and timelines? Grab yourself a mocha (with whipped cream) and your favorite journal, and let’s dig in.

The Real Reasons Your Small Business Saturday Strategy Isn’t Working

Over the past two years of working with dozens brick-and-mortar businesses, I’ve noticed a pattern: sales goals often fall short for a few key reasons. Here are the top 5 that might be holding you back—and how to turn them around!

Reason #1. You Find Yourself Comparing to Bigger Businesses

You may have heard Brené Brown say “Stay in your lane. Comparison kills creativity and joy.” That’s exactly what’s happening when you measure your results against those of a bigger or more established business.

Remember, they’ve had years to refine their approach. You’re here now, taking actionable steps to boost your results for Small Business Saturday. You’re learning, growing, and building a roadmap that’s tailored to your business!

For more on ditching comparison,  check out my friend Amy Traugh’s podcast. She and her guest Andrea Crisp dive into how to trust your own intuition. You can find it here.

Reason #2. Sometimes You Procrastinate

Hey, friends, we’re cultivating a growth-mindset here, so you can be honest with me: 

Do you have a notepad with ideas for a sale you might do, one day? Perhaps you have a sticky-note under your register with holiday marketing ideas that could get more foot traffic, but you “forget” to pull it out?

I thought so.

It’s time to dig out your notepad or sticky, and get to work on it.  

Related: There’s a quick little post on using social media to navigate the customer journey during the holidays. It’s packed with ideas to engage your customers, including through sales! You can find it here.

Reason #3. Your Social Media Isn’t Aligned with Your Business Goals

To succeed, you need clear goals that align with your business vision. Overall, I know you want to increase revenue. You probably have more specific goals too, to help you get to that revenue goal. Anything goes, from increasing foot traffic to raising brand awareness or increasing per person sales.

These specific goals shape everything—your offers, social posts, emails, and in-store events.

Here’s my three-step system to align marketing with goals:

1. Review your seasonal goals and choose one for Small Business Saturday.
2. Identify an irresistible offer that supports that goal.
3. Build a plan for social media, email, and website content to drive that offer home.

Reason #4: You’re not marketing with a growth mindset

Whoa, hold your horses, friend—I’m not saying you’re not growing! But a growth mindset means believing that your skills can be developed through effort, smart strategies, and learning from others.

Too often, business owners get stuck in a fixed mindset about marketing, thinking, “I’m just not technical,” “It’s not for me,” or “I just don’t get it.” But can you think of an area in your marketing that could benefit from intentional strategies, committing time and resources, or learning from others?

I used to feel like I should already know everything about my job, so when obstacles came up, I’d either ignore them or act unbothered. It was exhausting keeping up that front, and I barely even realized I was doing it. I thought being capable all the time was just part of the job.

Everything shifted when I started homeschooling my kids and saw the power of a growth mindset. Over a decade later, I’m running my own business with the help and support of wise coaches, guides, and resources who helped me see that I could learn anything I set my mind to. 

Once you let go of the idea that you just “can’t do” marketing, and allow yourself to intentionally implement plans and strategies to see how they work for you, you will see everything start to change.

Tip: Think of this as just one campaign. Try it, and learn what works and what doesn’t. Data is valuable for future campaigns, and you’re building real experience for the next one! Your future self will thank you!