A survey conducted on behalf of the National Federation of Independent Business and American Express indicates that 46% of independent merchants intend to use Small Business Saturday in their holiday strategy. Although the event is currently in its third year (see “Small Business Saturday”), this is the first year for the survey. 
The survey also showed how participating retailers will promote the event:
46% will create coupons for future offers or discounts.
25% will offer free gift wrapping.
23% will use giveaway prizes or host contests.
20% will give away free items with purchase.
American Express offers free downloadable marketing materials, including online banners and logos, signage, and social media and e-mail templates, at the Small Business Saturday Website.