If tighter purse strings have you worried about holiday revenue, take heart. This year’s shopping season is shaping up to be big. According to a 2025 Intuit QuickBooks survey, consumers plan to spend 25% more this holiday season - an estimated $263 billion. That’s welcome news for local retailers and small businesses, with 93% saying holiday sales are vital to their success. 

Whether you’re a bakery, a boutique or a local service business, now’s the time to fine-tune your digital sales strategy for two crucial shopping days: Black Friday and Small Business Saturday. 

Now, more than ever, small businesses are tapping into tools like social media, e-commerce, mobile checkout, and even AI to snag more holiday sales. 

What holiday shoppers want on Black Friday vs. Small Business Saturday 

Same weekend, different vibes. Black Friday is a consumer-oriented race for the best deals, while Small Business Saturday is a celebration of community. Get to know the nuances of both events to fine-tune your digital strategy for success. 

Black Friday is about the best deals 

Black Friday is dominated by online and mobile shopping, yet many consumers still plan to shop in-store. Across channels, transactions are driven by urgency and fear of missing out (FOMO). People shop to take advantage of special discounts (80%) and to buy items they’ve been wanting at a lower price (67%). 

The bottom line: Black Friday shoppers are in deal-hunting mode. They expect fast checkout, clear discounts, and a seamless experience. Make sure your website, ads and checkout process can keep up. 

Small Business Saturday is about community connection 

Small Business Saturday is on the rise. This year, 41% of total consumer spending is expected to go toward shopping small, a 44% increase year-over-year. 

Unlike Black Friday’s rush for deals, Small Business Saturday is about community - turning holiday sales into lasting relationships. Millennials and Gen Z are especially eager to participate and support local brands aligned with their values. 

The bottom line: For Small Business Saturday shoppers, festive feelings come from connection and not necessarily deep discounts. Authentic stories will likely make a greater impact than deals, so be sure to highlight your local roots and make every interaction feel personal. 

Your digital strategy for the holiday rush 

The holidays can feel like one big rush to the finish line. Yet each shopping event calls for its own thoughtful approach. Use the checklist below to refine your digital strategy, and get ready to attract new customers, engage loyal ones, and make the most of the season’s momentum. 

Black Friday: Focus on timely offers and effortless checkout 

On Black Friday, it’s all about catching people in the perfect moment - when they’re ready to buy or looking for that hot deal. Shoppers make decisions fast, so get your best offers ready. 

• Set up texts: Send quick texts for “one-day-only” deals or flash sales. With 84% of U.S. consumers signed up for SMS, it’s an easy way to stand out amid national promotions. 

• Promote on social: Share quick, visual updates on bestsellers or limited-time offers. Go live on Facebook or Instagram to build excitement or announce Black Friday deals. 

• Offer buy-online, pick-up-in-store: Let customers reserve online and pick up in-store - it’s convenient and keeps traffic local. 

• Update inventory in real-time: Keep listings accurate so customers know what’s in stock. Real-time updates keep shoppers happy and prevent missed sales. 

• Use AI chat assistants: Nearly three-quarters of small businesses will use AI this holiday season - a 147% year-over-year jump, according to Adobe Analytics. Try using chat assistants to answer quick questions about availability, pickup or sizing. 

Small Business Saturday: Focus on relationships and loyalty 

At its heart, Small Business Saturday is about buying local. Yet shoppers still want an experience that feels special. To capture attention, showcase what makes your store stand out. Make visiting feel like an event in itself - a chance to browse, discover and soak in the local holiday spirit. 

• Be findable: Keep your Google Business profile updated with current hours, photos and holiday details so you show up in “near me” searches. 

• Connect on social: Use social media to highlight your staff, loyal customers or local partnerships. Short, authentic videos or carousel posts can build trust and attract visitors. 

• Run feel-good email campaigns: Send warm emails to thank your community, spotlight local causes, or feature special stories. 

• Use personalized outreach: Promote tailored product offers or loyalty messages through your email or CRM tools. This is another area where AI can help by personalizing messages on a larger scale. 

• Add digital touchpoints in-store: Use QR codes linking to digital gift guides, review pages or social channels to connect in-person shoppers to your online presence. 

Is your business internet ready for the holiday surge? 

All those digital touchpoints - emails, mobile checkouts, livestreams and social posts - rely on one thing working flawlessly in the background: reliable business-ready internet. But not every internet connection is created equal, and some can let you down when you need it most. 

Cable internet could trip up your holiday sales 

Many small businesses still run on cable internet, even though it can struggle when demand spikes. Heavier web traffic, online orders and livestreaming can slow things down just when customers expect instant updates and seamless checkouts. 

Fiber internet solves those pain points with faster speeds, steadier bandwidth, and equal upload and download capacity. That means your digital strategies stay smooth, even during the busiest shopping days of the year. 

Good news - it’s not too late to upgrade 

Kinetic offers fast fiber installation in eligible areas, helping local retailers, restaurants, boutiques and small businesses: 

• Upgrade their connection before the holiday rush. 

• Offer customers free, secure Wi-Fi - important since a recent Kinetic study found that consumers highly value privacy, but only 17% feel safe using public or business Wi-Fi networks. 

• Maximize holiday sales while setting your business up for continued success in the new year. 

Don’t wait - get Kinetic fiber installed before the holiday rush begins.