Small Business Season has become a powerful tool for chambers to champion their local economies. By rallying community support around small businesses during the holidays, we’ve seen tangible benefits for the businesses and their communities.
But why limit that momentum to just a few weeks each year?
As chamber pros, we have the unique ability to make Small Business Season a year-round initiative, weaving it into our strategic plans, business priorities, and advocacy efforts.
Here’s why this shift matters and how we can take it to the next level.
Why Small Business Support Can’t Be Seasonal
We already know the critical role small businesses play in our communities: They drive local economies, create jobs, and build community character. These benefits don’t disappear after the holidays—they’re needed year-round.
By continuing the focus on small business support beyond the season, we:
- Sustain Economic Growth: Regular promotion of small business keeps dollars circulating locally throughout the year, strengthening the entire community.
- Foster Community Resilience: A thriving small business sector makes communities more adaptable during economic downturns.
- Elevate Chamber Relevance: Being a year-round advocate for small businesses demonstrates your chamber’s commitment to the local economy and solidifies your role as a leader.
- Improve Member Retention: If small businesses see value in your small business program and support, they will continue to want to be a part of your supportive organization.
Why It Belongs in Your Strategic Plan
Making Small Business Season a year-round initiative aligns with the key goals of most chambers: fostering economic development, supporting member businesses, and strengthening community ties.
Here’s how you can incorporate it into your chamber’s strategic vision. (Hint: it’s more than just telling people to buy coffee at the local place):
- Advocacy Priorities. Advocate for policies that benefit small businesses, such as tax relief, grant opportunities, and reduced regulatory burdens.
- Programming and Events. Expand small business-focused events like shop-local campaigns, networking mixers, and educational lunch and learns throughout the year.
- Marketing and Communications. Promote local businesses consistently on social media, newsletters, and websites, ensuring they stay top-of-mind for the community. Celebrate their openings, expansions, and milestones.
- Partnership Opportunities. Collaborate with larger businesses to sponsor campaigns or initiatives supporting smaller ones, highlighting the symbiotic relationship between the two. A good example of how you can do this is through a community gift card program. Your larger employers often provide year-end gifts to employees. Wouldn’t it be great if those gifts were local gift cards or currency instead of for an online retailer out of state?
However, some chambers receive pushback from larger businesses when the chamber is advocating for supporting local. So how do you get them on board to see how a rising tide lifts all boats?
Gaining Larger Business Support
One challenge chambers face is balancing support for small businesses with the needs of larger members. However, these efforts don’t have to conflict—they can complement each other.
Here’s how to get larger businesses on board:
- Highlight the Mutual Benefit. Show how small businesses contribute to the community ecosystem, benefiting larger companies by increasing foot traffic, creating vibrant commercial districts, and strengthening local supply chains. They also can make a town more appealing thus making recruiting (and relocating employees) easier for larger companies.
- Create Sponsorship Opportunities. Offer opportunities for larger businesses to sponsor events or initiatives supporting small business growth, positioning them as community champions.
- Foster Collaboration. Encourage larger businesses to partner with smaller ones through mentorship programs, joint promotions, or local procurement strategies.
Action Steps for Chambers
Here are a few suggestions to carry the power of Small Business Season throughout the year.
Establish a Year-Round Plan
Develop a calendar of initiatives and events to support small businesses monthly.
Educate the Community
Consistently share the importance of small businesses and ways the community can support them. It’s not always buying something so make sure people know you don’t need a big budget to help.
Build Relationships
Deepen connections with all businesses (and encourage them to do the same), fostering partnerships that strengthen the local economy. The chamber is an ideal bridge between small and larger businesses, local government, and community organizations. You can create initiatives that align the interests of all parties to strengthen the ecosystem.
Make It Fun
There’s no reason you have to use the same–“Shop Local”–to try to move the needle. Spice it up with contests or challenges. Use video for fun reveals. Get creative.
Advocate for Inclusivity
Make sure your efforts are inclusive by highlighting minority-owned, women-owned, veteran-owned, or other underrepresented small businesses. This not only broadens the impact, but also aligns with diversity and equity goals. Small Business initiatives shouldn’t be done on an island. You want them to be tied into your other chamber initiatives as well.
Measure and Share Success
Track the impact of your year-round efforts and share the results with members, stakeholders, and the community to build momentum.
The Big Picture
Supporting small businesses year-round isn’t just good for the businesses themselves—it’s good for the chamber, the economy, and the community as a whole. By championing this cause consistently, chambers can position themselves as indispensable leaders in economic and community development.
Take a leadership role in advocating for small businesses at the local, state, and national levels. By being a proactive voice for small business interests, you can solidify your position as an essential community organization.
It’s time to take Small Business Season beyond the holidays and make it a central pillar of our work. Let’s build thriving local economies—one small business at a time, all year long.
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