NEW YORK — As Small Business Saturday approaches, which falls the Saturday after Thanksgiving, it’s essential for small business owners to realize that it does not always guarantee significant sales. There are several strategies these entrepreneurs can implement to enhance their marketing efforts for this crucial holiday shopping weekend.

The concept of “Small Business Saturday” was launched 15 years ago by American Express and has been supported by the Small Business Administration since 2011. The initiative aims to encourage consumers to favor local shops over larger retail giants like Walmart and Best Buy, which tend to dominate Black Friday, the day known for substantial shopping activity following Thanksgiving.

To make the most out of this Saturday — and the entirety of the weekend — business owners should prioritize establishing an effective line of communication with their clientele. Utilizing email newsletters and social media platforms to announce special promotions can be a great way to draw shoppers into their stores.

Additionally, creating a unique marketing campaign is vital. Alternatively, business owners can leverage complimentary marketing materials provided by American Express, tailored to various sectors such as dining, beauty, and retail. These resources include promotional posters and suggested social media messages.

Collaborating with other local businesses can also be a beneficial move. Many regions curate maps that list local retailers participating in Small Business Saturday — ensure that your business is included on this map to attract more customers.

Lastly, it’s crucial to prepare in advance. If your business is planning special deals, make certain you have adequate inventory to meet demand. This ensures that customers leave satisfied and do not walk away disappointed due to a lack of available products.