Small Business Saturday — falling this year on November 29 — isn’t just for brick-and-mortar shops.
Authors are small businesses, whether independently published or traditionally published. Your books, your brand, and your creative work contribute to the local and online economy, making this the perfect day to connect with new readers, support your community, and increase your sales.
With thousands of local businesses participating nationwide, this is your chance to stand out, collaborate, and expand your reach. Below are powerful, practical ways for authors to participate in Small Business Saturday and make it your most successful promotional day of the year.
1. Partner With Local Independent Bookstores
Indie bookstores are the heartbeat of Small Business Saturday. Reach out early and ask how you can be involved.
Ways to collaborate:
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Book Signings or Meet-the-Author Sessions: Offer short signings, Q&A sessions, or “buy a book, get a photo” moments.
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Staff Picks Table: Ask the store to feature your book in a Small Business Saturday “Local Authors” spotlight.
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Signed Book Stock: Sign copies ahead of time for a special in-store display.
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Bundle Deals: Create a holiday-themed bundle (book + bookmark + small gift) exclusive to SBS.
Local bookstores love elevating local talent—it makes the day special for shoppers and strengthens community ties.
2. Join Pop-Up Markets & Vendor Events
Many communities host Small Business Saturday markets or pop-up fairs.
Authors can:
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Set up a book table with signed copies.
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Offer personalized inscriptions—great for holiday gifts.
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Display book-related merch (bookmarks, art prints, character cards).
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Run a giveaway to collect email subscribers.
Pro Tip: Bring a standing banner or tabletop sign that clearly displays your book cover(s). Visuals attract buyers.
3. Collaborate With Non-Book Local Businesses
Think beyond bookstores. Other small businesses make phenomenal partners on Small Business Saturday.
Ideas:
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Cafés & Coffee Shops: Sell signed books near the register or host a reading hour.
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Boutiques & Gift Shops: Offer your books as giftable items for shoppers.
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Art Galleries: Pair your book with artwork or hold a themed reading.
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Wellness Studios: If your book relates to lifestyle, mental health, or personal growth, partner for a workshop or discussion.
Cross-promotion helps everyone—and introduces you to customers who may not have discovered your work otherwise.
4. Offer Exclusive Small Business Saturday Deals Online
Even if you can’t attend in person, online readers love a good SBS offer.
Promotions authors can run:
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Discounted ebook for 24 hours.
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BOGO deal: Buy a paperback, get an ebook free.
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Signed editions available only for Small Business Saturday.
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Limited-edition holiday bundles (signed book + bookmark + gift box).
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Free shipping on all orders placed Nov 29.
Create eye-catching graphics and post them across social media during the week leading up to the event.
5. Host a Virtual Author Event
If your audience is spread out, bring the event to them.
Ideas include:
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A live virtual reading of a chapter.
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A behind-the-scenes session about how your book was created.
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A Q&A livestream where readers can ask questions.
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A writing mini-workshop for other aspiring authors.
You can host it on Zoom, Facebook Live, Instagram Live, TikTok Live, or YouTube.
Encourage viewers to purchase your book during the event for an exclusive perk (like a bonus chapter or signed bookplate).
6. Create Giftable Book Bundles
Books make fantastic holiday presents.
You can boost sales by offering themed bundles:
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“Cozy Winter Reading Kit” (your book + tea + bookmark)
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“Inspiration Bundle” (your nonfiction book + journal + pen)
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“Kids’ Holiday Pack” (child’s book + activity sheet + stickers)
Promote these specials on social media and email newsletters leading up to Small Business Saturday.
7. Team Up With Other Local Authors
Strength in numbers.
Organize a Local Authors Holiday Market, either:
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in a bookstore
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at a library
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in a café
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at a community center
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or in a local gift shop
Group events typically draw more foot traffic, which boosts sales for everyone involved.
You can also cross-promote each other’s books and run bundle deals like:
“Buy any 2 books from local authors, get 10% off.”
8. Promote Small Business Saturday on Social Media
Be part of the national excitement.
Post throughout the week and on the day itself using hashtags like:
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#SmallBusinessSaturday
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#ShopSmall
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#SupportLocalAuthors
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#IndieAuthor
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#BuyLocalBooks
Things you can post:
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A thank-you note to your readers.
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Your SBS special deals.
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Photos of your book table, signing station, or bundle sets.
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A video invitation to come meet you.
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Quotes or fun facts from your book.
Encourage readers to tag you when they shop small or purchase your book.
9. Build Your Email List
Small Business Saturday is an excellent time to grow your audience.
Ideas:
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Run a giveaway for a signed copy.
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Offer a free short story or bonus chapter for joining your list.
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Collect emails at your table using a QR code and digital signup form.
Once people sign up, send a welcome email thanking them for supporting small creators.
10. Support Other Small Businesses, Too
Part of the magic of Small Business Saturday is community support.
Share posts highlighting:
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Your favorite local shops
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Your favorite indie bookstores
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Local cafés or boutiques
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Fellow authors
This positions you as a community-minded creator—and builds goodwill with businesses that may later help promote your book.
Small Business Saturday Is a Major Opportunity for Authors
Whether you participate in person, online, or through partnerships, Small Business Saturday is a perfect moment to connect with your community and grow your readership.
You don’t need a storefront—your creativity is your business.
Show up, be visible, collaborate, and make your books a go-to choice for holiday gift-givers.
Small Business Saturday on November 29 is your day—make the most of it and let your author business shine.
