Small Business Saturday, a day set aside to celebrate and shop at small businesses was created four years ago by American Express to rally people to shop local during the busy holiday season. It’ll also be here before you know it.

Small Business Saturday is always held on the Saturday after Thanksgiving – this year it’s on November 29th. Falling directly after Black Friday, this specific day helps bring attention and cash to local businesses. In fact, in 2013, customers spent an estimated $5.7 billion at small, independent businesses on Small Business Saturday according to American Express. To help your business take part, there are some useful tools you should take advantage of:

1. Personalize, Plan & Promote

Create personalized Small Business Saturday marketing materials with your business name, information and even an image, from the Small Business Saturday site. You’ll need to provide a few details about your business, such as name, address and website. The site provides downloadable, personalized email images, digital banners, images for social media posts and logos to use on your blog or website. You’ll also have the option to have your business featured on and free online advertising.

Do you have to be an American Express merchant to participate in Small Business Saturday? Nope, but if you are, you get even more goodies as seen below:

Big Ideas to Make the Most of Small Business Saturday

With these Small Business Saturday marketing goodies, you have several options for promoting the event, however, it’ll require a little planning. Because Small Business Saturday falls during one of the busiest shopping weekends of the holiday season, decide now which products, services, sales or specials you want to promote, especially during the holidays.

Plan at least one social post per week leading up to the big day; the more frequent the posts, the better, if you can manage it. The images provided on the Small Business Saturday site work well for both social posts and emails, which creates consistency. Plan to send at least two emails about Small Business Saturday; one to save the date, and one the week of to remind people. If you also send a newsletter, include information to encourage your subscribers to visit your business or website and shop.

We also created a Handy Holiday Marketing Calendar to make planning all your holiday marketing a breeze.

2. Spread the Word Offline

It’s never too early to get people fired up about events you have planned. Print Small Business Saturday signs or posters to hang by your cash wrap, or inside your business’ window. Consider creating postcards to send or pass out to remind customers about Small Business Saturday. Keep in mind, printing and mailing can take some time, so plan for your postcards to be printed and ready to mail 10 days before you need them to arrive.

3. Have a “Shop Small” Soiree

There are several fun event ideas you can plan around Small Business Saturday, including a kick-off breakfast, or a collaboration with several other local small businesses. To help your event efforts, sign up for an event kit, which contains welcome mats, shopping bags and other goodies. To qualify for the event kit, you’ll need provide information about your businesses and the event plan. Request your kit soon as supplies can run out!

4. Get Social

Use the hashtag #ShopSmall on any Tweets you write about Small Business Saturday so they’ll appear on the main Small Business Saturday Twitter feed. Also, check out the helpful Small Business Saturday Facebook page for ideas and info about special shopping day. Get customers in on the action as well by encouraging them to tweet about shopping small, or sharing pictures on Instagram using the #shopsmall hashtag.

With these tips, your business should be well on its way to a successful Small Business Saturday. Do you, or does your business participate? Let us know what you do to prepare or celebrate the day.