Customers at Cottage Chicks discussed the significance of Small Business Saturday all weekend long.

Cottage Chicks

Location: Minnetonka, MN
Specialties: Vintage inspired gift items
Years in Business: 8
Owner: Kim Banyard
YOY Sales Increase: Weekend sales were up 300%

At Cottage Chicks in Minnetonka, MN, the benefits of Small Business Saturday were felt the entire weekend. Although Saturday sales were comparable to the previous year, sale totals from Wednesday through Sunday were up 300% compared to the previous year.

Shop owner Kim Banyard believes daily promotions combined with the national marketing campaign helped to boost customer traffic throughout the busy shopping weekend. Cottage Chicks offered a different discount every day of the weekend, such as 20% off on shoes one day and a 20% discounts on ornaments another.

“Customers were very aware that it was Small Business Saturday, not just for that single day, but they mentioned it all weekend,” says Banyard. That translated into a significant increase in traffic to the store starting on Wednesday and extending through Sunday. Many of the store’s regular customers made a conscious effort to stop and shop at the store that weekend, but the promotion also helped to bring in new customers.

Although Cottage Chicks participated in the first Small Business Saturday, Banyard was happy to see that the 2011 event was much more prominently marketed. “I was thrilled with all of the advertising that I saw on TV that I don’t have the ability to do. That was just awesome,” she says.

Cottage Chicks began its own marketing campaign in early November with Facebook posts and email marketing, as well as posting in-store Small Business Saturday displays. “There was a huge awareness among the public that was increased from last year,” she adds. “I think it really created an awareness among members of the community that it is important to support local businesses.”

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