How to Prepare for Small Business Saturday the HubSpot Way

This post was written by Kate Hudson—HubSpot strategist for Hubbly. 

It’s hard to believe that Small Business Saturday is around the corner, mainly because it’s a made up holiday created by a credit card company to drum up good will, but all holidays are made up if you pull on that thread a little bit, so just go with it, OK? 

Now, look, I know Hubbly clients (some of you should really fix your Facebook privacy settings) and you’re probably thinking to yourself “But Kate, I’m a B2B company, this has nothing to do with me, and also, stop sending me friend requests.” To you hypothetical-and-definitely-not-real-Hubbly-client I say BALDERDASH!

Mainly because it’s been awhile since I shouted that out, but also, who is the end user of your customer? They have clients! Help your clients help them! 

Also, B2C Hubbly clients, I presume you read that paragraph anyway because you wanted to see if I stuck that landing (nailed it) before we got to anything applicable to you.

Anyway, on to the actual advice! Let’s get this listicle on the road:

Have Your Products Updated in Commerce Hub

In these sorts of lists, when something is obvious, you need to come up with supporting evidence, which is a challenge, because you know, it’s obvious. So I will point out that it makes life easier for reporting if you have products attached to a deal. You know, for next Small Business Saturday, to see what sold, and what didn’t. Learn more about Commerce Hub pricing and features.

If Offering a Discount, Make it Matter

Science is very clear: if you have a product worth more than $100, offer a set dollar (or Euro, or Peso, or Kate buck – it’s a new currency, up and coming) amount off. If it’s under $100, offer a percentage. Since we’re a HubSpot/CRM agency, I’ll add you can create the discount as a numerical field on the deal as a percentage and then do a separate field as the standard deal value, and combine the two values on a calculated field, to get the true deal value, and THEN run a workflow to copy that property onto the Deal amount. I promise it’s easier than it sounds. 

If your offer is a set amount off, you just skip the step of creating a separate field for the discount, and go straight to the calculated property. 

The point is, there is hard science that backs up how to apply discounts. Use it!

Get Your Forms Ready for Battle

When was the last time you checked on your forms? Is it time you added (or subtracted) fields on them? What about required fields– need em? Don’t want em? Do an audit, figure it out. Use this occasion to build out some list segmentation (confusingly now called “Segments” in HubSpot).

If I were you, I’d use this time to build out a landing page, clone a form so it’s unique to Small Business Saturday 2025, and then build out a segment based on a form fill out on the page. What do you do from there? Whatever your marketing person tells you to do.

And if we are in a situation where your marketing person is me? Well, one, I work for cases of Crystal Pepsi, but two, I would have an automated follow up on the ready. 

If you’re B2B, that’s most likely a white paper you already have on hand, or a calendar scheduling link because your offer is a free consultation to your clients for their clients.

If you’re B2C, it’s a discount code, a link to download a catalog, or even an autoresponder with client testimonials (this is good for B2B, too) that shows how great you are, and why buying from you is the best choice that person will ever make. 

Use Breeze as an Assistant Not an Executive

This is going to come as a shock to you, but AI was only used to proof read this blog post. I know, I know. A human really did sit down to write and think this out (in that order), which is either really good, or really bad, depending on the way this blog is going for you.

I bring this up because HubSpot has some great features for Breeze (data enrichment on the Company record, for one) but I am begging you from the bottom of my heart, do not let it solely write your outreach to customers on Small Business Saturday. I get it, it’s very attractive to have a robot just take the wheel but don’t do it. 

Outreach is a good time to remind your customers (and future customers) what it’s like to do business with you, what you’re like, and how you’re different. Plus, and this is my own personal bugbear but I feel that all AI written content is starting to be instantly noticeable, for better or worse. Make sure your outreach has the human touch. 

This is by no means a comprehensive list but it serves as a way to get you started thinking about how you can make the most out of Small Business Saturday. Of course, the Hubbly team is always here to help you prep your HubSpot for this, and all other holidays created and sponsored by a credit card company.

So get in touch. We’re here to help you end 2025 on a strong note, and start 2026 off even better!