Small Business Saturday email calendar.

Small Business Saturday falls on the Saturday after US Thanksgiving and suits independent brands with a real story. Send one personal email in the morning that tells customers who you are, what you make and why buying direct helps, and keep the offer modest.

Why it matters.

Send plan.

1. 1. 10 days before

   Choose the story and gather real photos from your team and workplace.

2. 2. 3 days before

   Draft and review the email so it reads like a person wrote it.

3. 3. Saturday morning

   Send to the engaged list, with a modest offer or a gift with purchase.

4. 4. Saturday afternoon

   Reply personally to messages that come in.

5. 5. Sunday

   Thank buyers and switch to the Cyber Monday plan.

Before you send.

• Collect real photos and a short story from the team before drafting.
• Confirm the business genuinely fits the independent label.
• Decide a modest offer or gift that suits the story.
• Have a named person ready to reply to messages that come in.
• Plan the Cyber Monday message for the day after.

Segments to use.

• Loyal customers who have bought more than once
• Subscribers who have clicked on brand story content
• Local customers, if you have a physical presence

Subject line ideas.

• Made by a small team, for you
• A thank you from the people behind the brand
• Why buying direct matters to us
• Saturday at the studio

More in the newsletter subject line library.

Common mistakes.

• Claiming small business status when the business is large
• Using a heavy discount that undercuts the story
• Sending a templated email with no personal voice

This is a planning structure, not a promise of results. Your offer, stock, list and shipping options decide what is right, so test and adjust.

Want this planned and built for you? See our retention strategy service or book a free audit.