Optimize Small Business Saturday Sales with “Buy Online, Pick Up In Store” Creating a Sense of Local Urgency to Drive Conversions

Small Business Saturday is a prime opportunity for local businesses to capture holiday sales by blending online and in-store experiences. With an emphasis on “Purchase Online, Pick Up In Store” (BOPIS) and driving online visitors to physical stores, this article offers a two-phase optimization strategy. By using local indicators like store locations, real-time stock updates, and urgency tactics, local businesses can create a seamless experience that draws customers into the store while boosting holiday sales.

Understanding the Importance of Small Business Saturday for Local Businesses

Small Business Saturday (SBS) focuses on encouraging communities to shop small and support local businesses, particularly as holiday shopping kicks off. Unlike major retailers, small businesses thrive on community engagement, and SBS offers the chance to build strong customer connections while increasing revenue. As shoppers increasingly turn to online options, strategies like BOPIS and location-based incentives can help local businesses bridge the online and offline shopping experience, ultimately driving foot traffic and in-store purchases.

Optimizing for “Purchase Online, Pick Up In Store” (BOPIS) to Maximize Conversions

With Small Business Saturday, many customers are looking to secure gifts quickly and conveniently. Offering BOPIS meets this demand by allowing customers to shop online and pick up items in-store the same day. This not only reduces shipping costs and wait times but also increases the likelihood of additional in-store purchases when customers come to pick up their orders.

1. Highlight Local Store Inventory Online: Let customers see what’s available in their nearest location by showcasing stock levels on your website. Display a “Limited Stock Available” message to emphasize urgency, especially for popular items.
2. Streamline the BOPIS Process: Ensure a smooth process by simplifying the BOPIS option at checkout. Include clear instructions on where to pick up items and how long items will be held. A seamless experience creates satisfaction and builds customer trust.
3. Promote Local Pickup to Save on Shipping: Highlight BOPIS as a cost-saving option to encourage customers to choose it. Messaging like “Avoid Shipping Fees—Pick Up In Store!” emphasizes savings and offers customers a compelling reason to visit in person.

Driving Online Shoppers to Your Store Using Local Indicators

Small Business Saturday offers an excellent opportunity to leverage your business’s local presence. By adding local indicators to your website and promoting your physical location, you make it easy for customers to find your store and feel connected to the community.

1. List Store Locations Prominently: Make sure your website lists store locations prominently on product pages and checkout. Include key details, like directions, distance from the customer’s current location, and contact information for convenience.
2. Use Real-Time Stock Levels to Create Urgency: Display the number of items in stock for each product, specifically highlighting items with limited availability. Phrases like “Only 2 left in-store!” can create urgency, encouraging customers to reserve items now.
3. Add Location-Based Offers: Encourage visits by offering location-based discounts or exclusive in-store promotions, like “10% off when you pick up in-store on Small Business Saturday.” This not only drives online sales but also incentivizes in-person shopping.

Creating a Sense of Urgency to Drive Conversions

Urgency is one of the most effective tactics for boosting conversions, especially on high-traffic shopping days like Small Business Saturday. Customers are motivated to act quickly when they feel they might miss out on a great deal or popular product.

1. Limited-Time Offers for In-Store Purchases: Offer exclusive deals for items purchased in-store on SBS, such as a “One-Day 15% Discount on All In-Store Purchases” to encourage immediate visits. Limited-time promotions can drive both foot traffic and impulse buys.
2. Countdowns for Online-to-Store Pickups: Use countdowns to let customers know when their last chance is to order online and pick up in-store. Messaging like “Order by 3 PM to Pick Up Today!” creates a deadline that motivates customers to act.
3. Show Popular Items: Highlight best-sellers and items frequently purchased by others. Use phrases like “Trending Now” or “Popular in Your Area” to build urgency and establish that others are already buying.

Preparing for Post-Small Business Saturday Retention

After the excitement of Small Business Saturday, customer retention should be the next priority. Convert SBS shoppers into loyal, repeat customers by following up with personalized offers or loyalty rewards.

• Offer Exclusive Future Discounts: When customers pick up their items, give them a coupon or QR code for a future discount, encouraging them to return during the holiday season.
• Follow Up with a Thank-You Email: Send a thank-you email to online and in-store shoppers alike, inviting them back to shop during December. Include a reminder of the BOPIS option, making it easy for them to return.
• Highlight Local Engagement: Remind customers of your community focus and include details about local initiatives, further strengthening their connection to your business.

Local Opportunities for Big Sales

Small Business Saturday presents a unique chance for local businesses to thrive in both online and in-store settings. By strategically using BOPIS and local indicators, businesses can create a seamless, customer-friendly experience that capitalizes on holiday excitement while reinforcing community ties. With real-time stock indicators, location-based offers, and a strong emphasis on urgency, local businesses can capture more sales and encourage in-store visits. Following up post-SBS is the final step in building lasting relationships that extend well beyond the holiday season.

FAQ: Conversion Optimization for Small Business Saturday

1. How can BOPIS benefit my local business on Small Business Saturday?
Offering BOPIS combines the convenience of online shopping with the immediacy of in-store pickup. It saves on shipping costs, ensures faster access to products, and drives additional in-store purchases when customers pick up their orders.

2. How can I increase foot traffic to my store on SBS?
Use local indicators like listing your store’s location on product pages, showing real-time stock availability, and offering in-store-only promotions. These encourage online shoppers to visit your store in person to take advantage of exclusive deals.

3. What’s the best way to show urgency on my website for SBS?
Create urgency by displaying limited stock numbers, offering countdowns for BOPIS options, and featuring best-sellers with phrases like “Only 2 Left in Store!” This motivates customers to act quickly to avoid missing out.

4. Should I offer post-SBS incentives to new customers?
Yes, follow-up incentives can help convert SBS shoppers into repeat customers. Offer exclusive discounts for future purchases or send a thank-you email with a reminder of your BOPIS option, encouraging customers to return throughout the holiday season.

5. Can BOPIS drive additional sales in-store?
Absolutely. When customers come in to pick up their online orders, they’re likely to browse and make additional purchases, especially if you strategically display popular holiday items near the pick-up area.

About The Author

Shane Hale

repeatGROWTH - Founder & CEO

Shane is the Founder of repeatGROWTH and has worked in the conversion and user experience optimization industries for over 20 years. His optimization experience spans multiple industries, including publishing, lead generation and of course e-commerce. Learn more →