By Vicky Sidler | Published 1 May 2025 at 12:00 GMT

May is National Small Business Month—a time when politicians give speeches about “the engine of our economy,” local news stations film B-roll of bakeries, and customers suddenly remember their neighborhood shops exist.

This year, Forbes joined the party with a three-step marketing roadmap that’s actually useful—and not just for PR consultants or companies with a marketing team of twelve.

The idea? Don’t wait for people to find you. Give them a reason to care, make it easy to engage, and build up buzz before May slips by like a forgotten coupon code.

Here’s the gist of Forbes’ strategy:

Step 1: Remind People Why Shopping Small Actually Matters

The Forbes article kicks off with a point that sounds obvious, but still needs saying: customers often forget how directly small business spending impacts their own communities.

You know that, but they don’t always connect the dots. So connect them for them.

This month, tell your followers what their purchases help fund—local jobs, tax revenue, better coffee in the break room (okay, maybe skip that last one). People love supporting a cause—especially when it smells like fresh sourdough or looks like a perfect haircut.

You don’t need a lecture. Just one sentence with meaning:

“When you buy from us, you’re keeping three people employed right here in [insert town].”

Post it. Email it. Paint it on your window if you want.

Step 2: Make a Low-Barrier Offer (Also Known as a “Loss Leader”)

As Forbes explains, a compelling low-risk offer gets people through the door—digitally or otherwise. Retailers have used this trick for 150 years, and it still works.

In business-speak, it’s a “loss leader.” In real life, it’s that “$1 donut with any coffee” sign that gets someone in early and keeps them coming back weekly.

Pick one item or service you can discount without losing your shirt. Highlight it everywhere—social, email, in-store. Just make sure to include:

• A deadline (urgency matters)

• A call to action (what to do next)

• The reason (“we’re celebrating Small Business Month”)

Small offers can lead to big loyalty if you make them easy to redeem and hard to ignore.

Step 3: Build Anticipation (Not Panic)

You know what doesn’t work? Posting “Big sale starts today!” with zero context or prep.

According to Forbes, smart marketing starts 2–3 weeks ahead—not 2–3 minutes. That means build-up matters, especially if you’re planning any special offer, event, or content drop.

Start by answering questions in advance:

• Where do I go?

• How do I redeem the offer?

• What should I expect?

• Do I need to book? Is there parking? (Be honest. If it’s street-only, say so.)

A short FAQ or countdown post can remove just enough friction to boost conversion. It’s not rocket science—just common sense in bullet form.

Bonus Tip: Partner with Another Small Business

The article ends with a reminder most marketers skip: cross-promotion still works.

Grab another local business (especially one in an adjacent niche—florist + bakery, pet groomer + vet, bookstore + coffee shop) and do something together.

Whether it’s a joint promo, a referral exchange, or a simple “buy from them, get X from us” offer, you’ll double exposure without doubling the work.

Keep It Simple and Sharp

As a StoryBrand Certified Guide and Duct Tape Marketing Consultant, here’s what I tell clients every May:

• Don’t overcomplicate it. This month is not about expensive campaigns. It’s about showing up clearly, consistently, and with purpose.

• Tell people why their support matters. Don’t assume they already know.

• Use your promotion as a foot in the door—not a profit machine. The real win is long-term loyalty.

• And whatever you do, track what works. May gives you a sandbox. Test messages, test offers, test partnerships—and carry the winners into June.

This Is Not a Month to Sit Out

Small Business Month is designed to shine a spotlight. The question is whether you’ll stand in it—or let it pass you by.

Educate your customers, create a compelling reason to try you, and give them a heads-up so they don’t miss the party.

It’s simple. It’s smart. And it’s your turn.