Small Business Saturday is a national event that encourages consumers to shop local, shop independent, and shop small on the fourth Saturday of November.  Started by American Express in 2010, this movement was adopted by the ABA and transformed into the Indies First initiative in 2013. Since then, it has expanded into a 3-day event: Plaid Friday, Small Business Saturday, and Cider Monday (to combat "Cyber Monday.") Many publishers also offer Indies First specials to stock hot titles for the holiday season.

Plaid Friday

New England and plaid go together like turkey and stuffing. Or pie and... more pie! Instead of waking before dawn for "Black Friday" deals, customers can sleep in, eat some leftovers, and don their favorite piece of plaid for a day of shopping local. Encourage customers to tag you in their #OOTD posts on social media. You can make it a contest!

Small Business Saturday

It's the most wonderful time of the year! To get something for everyone on their list, customers are encouraged to to visit an independent bookstore. Books are a given, but there are also jewelry, mugs, socks, candles, and other thoughtfully-stocked gifts.

Booksellers are encouraged to invite their favorite local authors, illustrators, or celebrities to come to their stores to participate in events or hand-sell items. Stores are also encouraged to promote their events via their websites, newsletters, and social media.

Cider Monday

Why stay in on "Cyber Monday" when you can enjoy a cup of hot cider at an independent bookstore? For customers willing to brave the cold, offer them a cozy treat. Many indies even team up with their local cider mills and orchards for cross-promotion.