The original idea behind Small Business Saturday marketing was getting shoppers to visit local businesses in person, and that's still a major goal. As people increasingly go online to research what to buy and then make purchases, a new opportunity has emerged — and that’s to encourage customers to shop small businesses online as well as visit the stores in person. Marketing tactics are now aiming to bring shoppers to small business websites, where they can browse, learn about new products and services, buy stuff, and stay in touch from anywhere, anytime.
Customers love the options. The annualLocal Consumer Review Survey found that in 2020, 93% of consumers searched online to find a local business. Of those, 87% read online reviews for local businesses, up from 81% the year before. In a study from SEO experts Moz, 67% of consumers reported that online reviews influenced their decision to make a purchase.
As a business owner, it’s critical for you to realize that online shoppers are not just making purchases from home. They are using their smartphones right in your store to look up product features, compare prices, search for special offers, and browse options. And all of that can help boost sales.