After a variety of corporate roles in sustainability, corporate responsibility, supplier diversity, and external communications, Intentionalist founder Lara Clise wanted to focus her time and energy on supporting small, local businesses through direct impact. Based in Seattle, Intentionalist helps promote small businesses of many types, including many cafés and restaurants all over the country. We interviewed her to learn more about Small Business Saturday and what people can do to prepare their businesses for this event.
Can you describe what the Intentionalist’s mission is, how , and how you aim to achieve it?
Intentionalist is a trusted platform and partner for Main Street small businesses and the people who love them. We make it easy to find, learn about, and support brick-and-mortar small businesses and the diverse people behind them.
Intentionalist encourages and incentivizes spending in support of the small businesses at the heart of our communities. Our digital directory, curated guides, marketplace, and online promotions help all of us make a difference through everyday decisions about where we eat, drink, and shop.
What is Small Business Saturday?
Small Business Saturday began in 2010 as a national marketing campaign to encourage people to shop locally the Saturday after Thanksgiving. It’s a day to recognize and support the small businesses that bring character, connection, and care to our communities.
What’s the most important thing for consumers to know about Small Business Saturday?
Every purchase makes a difference. Intentionally spending at an independent neighborhood restaurant, boutique, or salon helps sustain local jobs and invests in the people and places that make our communities unique. Small Business Saturday is one day, but the impact of where we spend lasts all year.
How can Small Business Saturday impact local businesses?
For many small businesses, the holiday season is critical to their survival. Small Business Saturday drives both visibility and sales, often introducing customers who then become regulars. Beyond the immediate boost, it helps remind people that small businesses are vital community hubs worth supporting throughout the holidays and beyond.
What are things small businesses can do to prepare for Small Business Saturday?
Beyond special events, promotions, and ensuring that online information is up-to-date, explore ways to share your story. Customers connect with authenticity, so let them know what makes your business special and why their support matters. In addition, partnering with other businesses or hosting pop-ups are great opportunities to cross-promote and can help increase foot traffic.
Who should small businesses target to maximize their traffic during Small Business Saturday?
Start with the people you know — loyal customers, neighbors, and online connections. Small Business Saturday is powered by the community, so engage yours and encourage them to invite folks they know to join them in showing up to support your business..
What are some key takeaways from Small Business Saturday that small businesses can carry throughout the year?
Keep the momentum going by nurturing relationships. Stay visible online, thank your customers, and be visible in supporting others in your community. The loyalty that starts on Small Business Saturday can grow into lasting support. Also, surveys show the vast majority of shoppers say Small Business Saturday makes them want to shop small year-round – it’s up to all of us to remind people of this intention and then make it easy for them to take action.
You can learn more about Intentionalist at their website.
