This month’s question: Do you participate in Small Business Saturday?
Yes 53%
No 47%
INSTORE Brain Squad survey for November 2026, 100 responses
IN THEORY, Small Business Saturday is independent retailers’ turn to step into the limelight – their chance to shine modestly following the sensational price-cutting, mad crowds and corporate-inspired mayhem of Black Friday.
Yet independent jewelers across the country report varying experiences with Small Business Saturday, according to an INSTORE Brain Squad survey, with 53% of jewelers embracing the day, while 47% give it a pass.
For many jewelers, the date has become an integral part of their holiday marketing strategy. One retailer in a college town shared, “We go all out for Small Business Saturday with posters, balloons and discounts. We make it a party and customers really show up for it.”
Collaboration with local businesses and organizations was a common theme among successful Small Business Saturday participants. A jeweler from Florida described their community’s approach: “My historic downtown has an annual Sip & Stroll event where we stay open later, serve wine and hors d’oeuvres. This year we are incorporating a decorated-window element for the season, to be kicked off on SBS.”
“WE GO ALL OUT FOR SMALL BUSINESS SATURDAY … WE MAKE IT A PARTY AND CUSTOMERS REALLY SHOW UP FOR IT.”
Some jewelers said they had found success by offering unique experiences rather than focusing on price-cutting. “Special sales or in-store activities actually attract more traffic than sales. People want experiences not discounts,” one respondent noted. Amond the Ideas shared by survey participants were hosting a “Sparkle Party,” offering a spin-the-wheel promotion for discounts or prizes, and partnering with nearby businesses for cross-promotions.
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Some jewelers are rebranding the day altogether to capitalize on the holiday shopping momentum without doing so much dedicated marketing. “We just call it Black Friday Weekend,” said one owner. “It’s easier for customers to understand.”
However, not all jewelers have found Small Business Saturday to be much of a traffic driver. Several respondents reported little to no impact on their business, with one stating, “We’ve participated in the past and have not seen much in the way of results.” Others cited conflicts with local events or preferences for alternative promotions as reasons for not participating. In the “Deep South it is overshadowed by college football,” making it tough to compete, said one jeweler. Similarly, “SBS is a bust in central Ohio and Michigan because of the BIG rivalry week game, Columbus, OH, commerce (except for bars) literally shuts down.”
Some jewelers also expressed skepticism about the event’s origins and intentions.”Small Business Saturday was started by American Express to drive more business to them. Does anyone really think American Express is concerned about small businesses beyond their, AmEx’s, bottom line?” This sentiment was echoed by others who noted the irony of a major credit card company sponsoring an event for small businesses, many of whom won’t accept the credit card because of its high fees.
Still, one of the more telling comment came from a jeweler who confessed, “I would love some good ideas. It seems like people are all tuckered and spent out by Saturday.” The sentiment encapsulates the challenge many face: how to stand out in a sea of holiday promotions when shoppers’ wallets are already feeling the pinch.
For those looking to make the most of SBS, survey responses suggest several approaches:
- Go beyond discounts: While a “1/2 off sale” might draw some, the lasting appeal often comes from creating a memorable customer “experience.” Consider a “spin the wheel for your discount and/or win a prize” or offering small gifts like “jewelry cleaner or cleaning cloth.”
- Harness local power: Actively participate in community-wide events. A “town-wide Christmas Holiday Preview” or “in town stamp card with prize drawn at end” can funnel collective traffic to your door.
- Strategic communication: Use social media extensively to promote your unique SBS offerings. “Social media post about our participation” is a basic starting point.
- Integrate, don’t isolate: Weave SBS into your broader holiday marketing calendar. It can be the launchpad for a longer “customer appreciation sale” or a strategic “clearance event.”
- Educate and engage: If your market is unfamiliar, take the lead in explaining the “shop small” message and its local benefits.
- Dig into the freebies: Take advantage of promotional materials provided by American Express, such as signage and stickers.
The data and quotes mentioned in this report were sourced from our most recent INSTORE Brain Squad survey, which ran in the first week of November and attracted responses from over 100 independent American jewelers. Like to see all the raw data from the Brain Squad? Sign up here to join the Brain Squad.
