Ways to attract more customers to your door

Small, often family-run shops, restaurants and businesses are what make the Great British high street globally famous. Domestic shoppers and retail tourists alike love to browse, shop and support these small British businesses that delight customers with unique experiences.

It’s no secret that it’s been a challenging few years for the much-loved small businesses of the High Street, with both the pandemic and a cost of living crisis to contend with. As a result, for many small business owners, attracting more visitors through their doors is top of mind.

Social media

Social media has become an essential tool for attracting customers. Growing a presence on popular social media apps allows business owners to reach new audiences, enables easy communication with customers and is a great way to promote new products or services.

Different platforms offer different benefits. Instagram and TikTok are ideal for showing off your products in action, while Facebook helps you build a community of loyal customers through events and updates. Tools like Canva and Meta Business Suite make it easy to design eye-catching posts and schedule them in advance — even if you’re short on time.

Online reviews

Alongside social media, online reviews are fast becoming a popular resource that prospective shoppers may check before visiting a high street business. Reminding regular shoppers to leave a positive review can help make sure new shoppers have a positive impression of your business before they even walk through the door.

It’s also important to respond to reviews – whether they’re glowing or critical. Thanking happy customers builds loyalty, while addressing concerns politely shows that you value feedback and are committed to improving.

Awareness campaigns

There are plenty of local, regional, national and international awareness campaigns geared towards supporting small businesses. Check your local council website to explore local initiatives geared towards raising awareness of local small businesses. Google and social media are also fantastic resources for finding awareness days and campaigns to take part in. A prime example is Small Business Saturday which urges consumers to shop small and promotes local support for the High Street.

Some small businesses also use awareness campaigns to support local causes or charities. Partnering with a community organisation can boost your visibility and demonstrate your values, especially during high-footfall periods like Christmas or summer events.

Commercial initiatives & key calendar moments

There are also commercial initiatives and key calendar moments to capitalise on, such as Black Friday, the Christmas shopping season and the summer trade. A strong social media presence and a compelling set of deals and offers may help attract more customers to your business during busier periods.

Ahead of key trading peaks, take time to prepare your business both online and in-store. Refresh your window display, ensure your payments system can handle increased demand, and consider introducing limited-time offers to encourage repeat visits.

Taking part in initiatives, such as the American Express annual Shop Small™ campaign, may also be worth considering for small businesses wanting to drive footfall. The campaign, which has run for 11 years, takes place from 1 to 3 December* this year and allows American Express customers to receive £5 credit for every £15 or more spent in one transaction – at no cost to the business owner. American Express drives a lot of awareness around this popular offer and the campaign attracts shoppers who on average spend 1.4x more per transaction than the average shopper. And with American Express® cardmembers spending 3.8x more annually than the average shopper**, by taking part in this initiative, you may be able to attract higher-spending customers.

Local partnerships

Building relationships with nearby businesses can help everyone attract more customers. Whether it’s teaming up with a local cafe for a combined promotion, hosting a weekend market, or offering discounts to each other’s customers, partnerships create a sense of community that draws people in. Collaboration also helps showcase the unique personality of your local area, giving shoppers more reasons to visit and explore.

Digital presence beyond social media

While social media is key for connection, having a strong online presence elsewhere helps customers find you easily. Make sure your Google Business Profile is up to date with your opening hours, contact details, and images, it can significantly improve your local search ranking. A simple website or landing page is another great way to showcase your story, products, and contact information. Even if you don’t sell online, being easy to find and contact can make all the difference.

In-store experience

Once customers step through your door, it’s your in-store experience that keeps them coming back. Small touches like welcoming signage, friendly staff, and a clear layout can make a huge difference. Consider offering perks like loyalty cards, samples, or exclusive events to reward regulars and encourage word-of-mouth. A memorable, personal experience is often what sets small businesses apart from larger chains, and keeps the Great British high street thriving.

From building your social media presence to joining national campaigns and strengthening your local connections, there are plenty of ways to attract new customers while delighting loyal ones. A blend of online visibility, community engagement and memorable in-store experiences can make your business stand out on the Great British high street – not just during busy seasons, but all year round. By taking small, consistent steps to boost awareness and connection, you can create lasting relationships that keep customers coming back again and again.

*Offer is available from 1 – 3 December 2023. Offer is only intended for UK Cardmembers who save the Offer to a qualifying American Express Card.

**2022, American Express internal data for United Kingdom Cardmembers spending across Europe compared to GlobalData Payment Card Analytics for transactions with domestic cards at terminals in the country and outside the country, including at physical terminals and initiated remotely.

Find out more: https://www.americanexpress.com/uk/benefits/shop-small/