Small Business Saturday has become a national movement built on the larger "shop local" trend and growing consumer interest in purchasing locally sourced goods and services.

Taking place annually the Saturday after Thanksgiving in the U.S., Small Business Saturday helps kick-off the busy holiday shopping season and has become one of the biggest shopping days of the year for local businesses. In 2015 alone, nearly 100 million Americans spent more than $16 billion in support of small business.

Opportunity for insurance agents

While frequently associated with retail-based businesses, Small Business Saturday is an opportunity for insurance agents looking to connect with their current customer base and engage new customers as the holiday season begins. In fact, insurance agencies share a lot of the same qualities as local retail shops — such as attention to customer relationships, engagement in the community, and supporting local families by offering rewarding careers and quality services. This year, agents should view Small Business Saturday as an opportunity to market their business alongside their retail neighbors.

On the following pages are five key marketing strategies and tactics that insurance agencies can employ to kick-off the holiday shopping season on Small Business Saturday, take advantage of the "shop local" trend, and maintain sales success through the busy holiday season.