By Sara Alter
Photograph by ChiChi Ubiña

With Thanksgiving right around the corner, in addition to all the self-reflection, gratitude, and meal prep – for small businesses, the holiday also kicks off a big month of marketing preparation and sales. If executed well, Black Friday, Small Business Saturday and Cyber Monday can bring some businesses the bulk of their annual revenue in one long, fruitful weekend.

3 Ways to Carve Out Connection with Your Customers This Thanksgiving

1. Show Community Support

November is the perfect time to give back to your community. Has it been done before? Of course! But that’s because giving back never gets old. Small businesses have the benefit of being surrounded by local and online niche communities and showing up for your people builds lasting connection.

Plan to show your effort in a way that relates back to your target audience. For example, if you’re an interior decorator, support foundations that provide housing to families in need. If your business has a focus on kids, partner with organizations that support education or pediatric health….and so on and so forth. You can organize a team for a local volunteer day, offer virtual support services, or you can donate a portion of proceeds to a shelter or organization of your choice.

A few organizations you can check out in the tri-state area:
Malta House
Operation Hope of Fairfield
Moms for Moms
Dress for Success

2. Switch to Seasonal Messaging

Almost any product can be marketed for a specific holiday – you just need to get creative. Marketing puns can be a great addition to your sales pitch and you can gobble this list right up!

  • If you sell clothes, put together the perfect, comfy, post-pie, Thanksgiving weekend uniform.
  • If you sell wine, market your bottles as the perfect hostess gift.
  • If you sell acupuncture, market your services as the best way to destress from family drama around the holidays.
  • If you sell toys, position them as the perfect way to keep the kids entertained during holiday meals or on the drive to and from your family get-togethers.

3. Get Personal

Thanksgiving is the perfect time to dig a little deeper into the history of your business and reiterate the core values of your brand.

When you ask your customers to share what they’re thankful for this year, make sure you share your perspective too. Whether it’s through a blog post or social media, showing your personal side and extending your gratitude to the people who show up for you will connect you with your audience – increasing your online community and sales.

This Thanksgiving, I hope you take time to reflect on the incredible business you’re building, how far you’ve come, and all the exciting things that are still on the way! I would like to extend my gratitude to Fairfield County LOOK for giving me the platform to connect and share with this wonderful, growing community of entrepreneurs.

Until next time, you can find me on Instagram @momentconsulting! Happy early Thanksgiving!

With gratitude,


Sara is the Founder and Head Business Coach at MOMENT Consulting. Moment provides business, marketing, and social media support to mom entrepreneurs creating, scaling, and re-branding small businesses. Moment takes the guess-work out of figuring out the next steps in your business and provides the guidance and resources to grow your brand and set your business up for long-term success.

Sara has been featured in Forbes, Entrepreneur, Thrive Global, Authority Magazine, CEO MOM Magazine and in Conde Nast Fingerprints as their pick for creative innovator.