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Heartland Holiday Hub
Ready to make your small business the star of the holidays? Explore our curated collection of checklists, guides, downloadables and more to secure a high-traffic, low-stress season.
For small business owners, the holidays are more than just tinsel and turkey dinners. It’s a golden opportunity to shine, boost revenue and make a lasting impression on loyal customers and new visitors. But diving into the season without a plan could leave you as frazzled as a string of tangled Christmas lights. And with eight in ten small businesses saying this season is critical to their overall profit, unprepared and overworked are not positions you want to be in.
Small businesses are the heart of our economy, and you deserve a holiday season that leaves you feeling more festive than fatigued. From marketing magic to winning gift card strategies, our holiday resource center has you covered. Bookmark it so you can refer back to these resources all season long.
The small business guide to winning the holidays
Make a list and check it twice
Don’t let anything slip through the cracks this year: This printable checklist walks you through every little detail needed to make this your most seamless holiday season yet.
Download now
Ace seasonal staffing
From hiring the right team to determining business hours, this guide will help you optimize your holiday staffing efforts using data you already have at your fingertips.
Stop sweating over staffing
Triple your gift card sales
Don’t get complacent when it comes to selling gift cards. With a little added creativity, they can be a huge revenue and foot traffic generator — driving some fresh faces your way come January.
Boost holiday gift card sales
Level up your holiday marketing
There’s no shortage of holiday marketing tactics out there, but which will help you stand out among the masses? Get actionable, innovative ideas to help your restaurant or retail store shine.
Unwrap your marketing plan
Make the most of pickup orders
Curbside and in-store pickup is more popular than ever this time of year, but even small mistakes can tank the customer experience. Take a peek at these tips for delivering a top-notch retail or restaurant pickup experience.
Optimize online order pickup
Plan your best event yet
In-store events can be an amazing way to turn ecommerce browsing into in-person sales. But, there’s more to them than grazing boards and ‘grammable photo opps. Turn party go-ers into valuable patrons with these tips for planning profitable and memorable events.
Make in-store parties profitable
Decrease seasonal stress
Tensions run high this time of year, and no amount of positive feedback can completely shield your team from burnout. Here’s our guide to managing difficult emotions, creating a positive work environment and keeping employees motivated.
Keep morale high
Turn holiday customers into permanent fans
Just about one-third of your holiday shoppers are first-time visitors — think about how much your customer base will inflate if you’re able to bring them back in the new year. The potential is there for restaurants too, especially if you find yourself hosting several soirées for offices and other groups.
The key to customer retention
Supercharge your gift card program with this bonus content
If you’re treating your small business’ gift card program as a set-it-and-forget-it endeavor, you could be missing out on major revenue and foot traffic. From targeted marketing to staff training, our free course walks you through creative (but easy!) ways you can sell more gift cards this holiday season.
Watch nowSmall Business Saturday 2023
Save the date: Small Business Saturday will be celebrated on Saturday, November 25 this year.
How do I sign up for Small Business Saturday?
Add your business to the Shop Small Map, then download free, customizable social media and marketing materials to encourage folks to shop small.
#ShopSmall
Join the conversation! Tag your small business’ photos with #ShopSmall all season long.
What is Small Business Saturday?
American Express’ Small Business Saturday shines a light on the local businesses that lift up our communities and support local economies. A nationwide movement, it encourages people everywhere to always #ShopSmall — but especially on the Saturday following Thanksgiving.
Holiday shipping deadlines
If you’re selling anything online — even just gift cards — print and hang these deadlines wherever you fulfill orders.
Download and print
2023 Winter holidays
| Singles’ Day: Saturday, November 11 |
| Thanksgiving Day: Thursday, November 23 |
| Black Friday: Friday, November 24 |
| Small Business Saturday: Saturday, November 25 |
| Cyber Monday: Monday, November 27 |
| Giving Tuesday: Tuesday, November 28 |
| First day of Hanukkah: Thursday, December 7 |
| Green Monday: Monday, December 11 |
| Winter Solstice: Thursday, December 21 |
| Super Saturday: Saturday, December 23 |
| Christmas Eve: Sunday, December 24 |
| Christmas Day: Monday, December 25 |
| First day of Kwanzaa: Tuesday, December 26 |
| New Year’s Eve: Sunday, December 31 |
| New Year’s Day: Monday, January 1 |
Wrap up the season
Resources to help you walk confidently into the new year
