Small Business Saturday, as its name suggests, is a day that celebrates small businesses. A special day dedicated to shopping small, presenting an opportunity for society to show appreciation and support for their local businesses.

Small businesses were, and are still are, the most impacted by Covid. Having a dedicated day to shop small has definitely been helpful, with 95% of shoppers who have participated in SBS stating that they were more likely to do so more often all year long.

As a small business owner or employee, it’s imperative that you take advantage of this national day, to make your offer heard or to thank those who have stood by your side.

In this article, we will show you a few Small Business Saturday email examples that you can get inspired by.

Thank your customers

Customer retention is more beneficial to your brand, and especially, less expensive than acquiring new customers. If you nurture your relationship with your clients, they will stand by your side, support you, and even advocate for you.

On Small Business Saturday, you can send your customer list an email thanking them for their continued support.

Your email should be sincere and straight from the heart. Don’t be afraid to get down deep and personal: customers support small businesses because they want to positively impact the lives of real people. They want to feel that connection with you, your team, and even your family.

Big brands are faceless and impersonal. Small businesses are human, approachable, and relatable. Use that to your advantage, and build a strong emotional bond with your customers.

Happy Small Business Saturday!

Happy Small Business Saturday

Early Christmas sale

Small Business Saturday takes place in November, on Saturday, right after Thanksgiving. It also happens to be the day in the middle of Black Friday and Cyber Monday – right around the corner of Christmas. See where we’re going with this?

You can combine your holiday sales emails and send out a Small Business Saturday campaign promoting your Christmas products, just like this brand did.

Small Business Saturday means 40% off!


👉 Black Friday and Cyber Monday email campaign examples

👉 Christmas email campaign examples

Small Business Saturday offers

The purpose of small business Saturday is to encourage people to shop small. So help them out! Run a time-limited offer that will make people want to support you even more.

There is no shortage of ideas: you can send out a discount code,  launch a buy one get one offer, or even have a website-wide sale.

Your Small Business Saturday email won’t be very different from other promotional emails you usually send out. Only make sure to adapt the email copy to fit the context.

Small Business Saturday = 40% off chelon

Small Business Saturday email gif

A beautiful email design can make your campaign stand out. GIFs like the one used in the email example below add a touch of creativity and liveliness to the email. Accompanied by an email copy that is both engaging and urging, this Small Business Saturday email checks all the boxes.

Last Call: 25% Off Sitewide 🌈

Last Call 25 Off Sitewide

Brands supporting each other

Kinfield sent out this awesome email last year. It’s a product guide composed of the founder’s favorite products. it shows that Kinfield’s team supports other small businesses and is not afraid to promote other products.

It also shows that the brand’s goal is to provide customers with the best products that will help them achieve their goals, even if those products are not owned by the company.

50 Brands to Shop for Small Business Saturday 🎁


Small Business Saturday email subject examples

  • Guess What? Small Business Saturday > Black Friday – Thank You! ❤️
  • Small Business Sales Round-Up 👍
  • Small Biz Saturday & Sunday!
  • 👋👋 it’s easy to shop small
  • Happy Small Business Saturday!
  • Small Business Saturday means 50% off!
  • Shop Small!
  • Small Business Saturday Sale!

Small Business Saturday email templates

Your choice of email template can make or break your Small Business Saturday email campaign. When putting together these email examples, we encountered hundreds of broken emails that look like this:

broken email example

Sending an email template with broken links, inaccessible colors, and hidden images can and will probably negatively impact your brand. your credibility is at stake, and being able to communicate clearly, professionally, and smoothly with your email list is crucial.

That’s why we recommend coding your email templates. And if you don’t know HTML (just like me), you can use a drag and drop email builder. It’s just like Canva or Photoshop, but for emails. You get to build your email template, block by block, by dragging content elements (text, image, video, buttons, etc).

And in the end, a perfect code HTML file is automatically generated.  With Chamaileon’s email editor, you can even export your email template to Mailchimp or your email service provider of your choice.