Heartland Holiday Hub

Welcome to our small business holiday resource center! Dive into these checklists, guides, downloadables and more to secure your best holiday season yet. And don’t worry — it’s never too late to get started
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Every year, you say you’ll start preparing for the holidays earlier. And every year, you blink — only to find it’s already mid-November. Once upon a time, Thanksgiving was considered the start of the holiday shopping season, but now? There are trees and tinsel where Halloween costumes should hang. And while it’s easy to quickly put the blame of this frenzy on big-box retailers, it’s actually consumers driving the early demand.

Thanks to roadblocks like supply chain issues and shipping delays, customers spent the last two holiday seasons scrambling, and they don’t plan on doing so again: More than half of this year’s shoppers plan to start crossing gifts off their list by Halloween. So bottom line? You aren’t behind — the manufacturing industry is. And consumers want to get ahead of that. As a small business owner, you’ve got a lot on your shoulders. But we can help. Bookmark this hub so you can pop back to these resources all fall long.

The small business guide to winning the winter holidays

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Festive small business marketing plans

Didn’t spend all summer strategizing your holiday marketing campaigns? Don’t sweat it! These holiday marketing ideas for retailers and restaurants can be put together quickly, no matter what you sell or serve.

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How to triple gift card sales

Set up a cute display at the hostess stand or checkout counter and holiday gift cards will sell themselves, right? Eh, it’s a good start, but with a little more creativity those gift cards can be a huge revenue and foot traffic generator — driving some fresh faces your way come January.

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Turn holiday customers into permanent fans

Just about one-third of your holiday shoppers are new customers — 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.

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Making the most of holiday season curbside orders

Curbside fulfillment is more popular than ever this time of year, but even small mistakes can tank the customer experience. Take a peek at these recommendations for delivering a top-notch curbside pickup experience.

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The retailer’s guide to planning a profitable event

In-store events can be an amazing (and fun!) way to turn ecommerce browsing into in-person sales. But, there’s more to them than grazing boards, giveaways and ‘grammable photo opps. Turn party go-ers into valuable patrons with these tips for planning profitable and memorable events.

Small Business Saturday 2022

Save the date: Small Business Saturday will be celebrated on Saturday, November 26 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.


Join the conversation! Tag your small business’ photos with #ShopSmall all season long.

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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.

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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
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2022 Winter holidays

Veterans Day: Friday, November 11
Singles’ Day: Friday, November 11
Thanksgiving Day: Thursday, November 24
Black Friday: Friday, November 25
Small Business Saturday: Saturday, November 26
Cyber Monday: Monday, November 28
Giving Tuesday: Tuesday, November 29
Green Monday: Monday, December 12
Super Saturday: Saturday, December 17
First day of Hanukkah: Sunday, December 18
Winter Solstice: Wednesday, December 21
Christmas Eve: Saturday, December 24
Christmas Day: Sunday, December 25
First day of Kwanzaa: Monday, December 26
New Year’s Eve: Saturday, December 31
New Year’s Day: Sunday, January 1

Wrap up the season

Resources to help you walk confidently into the new year

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