19 Low-Cost Marketing Expenses for Small Retail Businesses
Navigating the realm of marketing on a tight budget can be daunting for small retail businesses. This article demystifies the process, offering proven low-cost strategies and invaluable insights from seasoned industry experts. Discover how to leverage digital tools and innovative techniques to maximize marketing impact with minimal expenditure.
Invest in Email Marketing Platforms
Email marketing platforms can cost as little as $10-$50 a month, and they remain one of the best low-cost tools for driving repeat sales. Unlike social media, where reach is unpredictable even with paid ads, email gives businesses a direct, owned channel to engage their current customer base while also reaching new prospects.
Brick-and-mortar retailers and ecommerce businesses who collect email addresses at checkout and through their website with strategically placed prompts can segment their users to send targeted promotions, abandoned cart reminders, and loyalty discounts—all of which improve retention and customer lifetime value (CLV). Automated sequences are also a great help for small businesses especially, so they can stay top-of-mind without requiring constant manual effort.
Spending under $100 a month on a reliable email platform allows smaller retailers to build customer relationships that drive long-term revenue, rather than relying solely on new customer acquisition. It’s a small cost with major upsides.
Teresha Aird, Cofounder & CMO, Offices.net
Optimize Your Google Business Profile
If you’re running a small retail business, optimizing your Google My Business (GMB) profile isn’t optional, it’s a must. When people search for a local store, they’re not scrolling through Instagram ads or watching TikToks. They’re pulling out their phone, typing “best bakery near me,” and clicking on the first few results.
If your GMB profile isn’t fully optimized, you’re leaving money on the table and losing potential customers to competitors. Most small businesses set up their profile once and forget about it. That’s like opening a store and never changing the window display. Google prioritizes businesses that stay active, post weekly updates, respond to every review, and upload high-quality photos.
Want to take it to the next level? For $100 or less, tools like Whitespark or BrightLocal can help you build local citations to improve your GMB ranking and visibility. The higher you rank, the more foot traffic you’ll get, turning Google into a free customer acquisition machine.
Alex Martkovich, Founder, New Digital
Use Geo-Fenced Wi-Fi Marketing Tools
One low-cost but high-impact marketing expense under $100/month that small retail businesses should absolutely invest in? A geo-fenced Wi-Fi marketing tool like SpotOn WiFi or Zenreach. Most small businesses overlook this, but your store’s Wi-Fi is a goldmine for customer data and repeat visits. Instead of offering free Wi-Fi with no strings attached, use a Wi-Fi marketing tool to capture customer emails and phone numbers automatically when they log in. Once you have that data, you can retarget them with personalized offers, flash sales, and loyalty perks. Here’s a specific way to make this work:
- Set up a custom Wi-Fi login page that asks customers to enter their email or phone number for access.
- Offer a small incentive to encourage sign-ups (e.g., “Get 10% off today’s purchase when you log in to our free Wi-Fi!”).
- Once they sign up, automate a follow-up text or email: “Hey [First Name], thanks for visiting! Here’s 10% off your next visit—expires in 7 days!” This creates a sense of urgency and brings them back sooner.
- Track which customers return and how often—so instead of guessing, you know exactly who your most loyal shoppers are and can reward them accordingly.
One small café I worked with spent $60/month on a Wi-Fi marketing tool and, within 3 months, grew their customer email list by over 2,000 contacts. More importantly, they saw a 14% increase in repeat visits just by sending simple, automated discount offers to Wi-Fi users. For under $100/month, this is a no-brainer for small retail businesses that want to turn one-time visitors into loyal, repeat customers—without spending a dime on ads.
Priyanka Prajapati, Digital Marketer, BrainSpate
Transform Lead Management with GoHighlevel
For small retail businesses, I’ve found GoHighlevel’s $97 monthly subscription to be transformative for lead management. After implementing it in my own business, our lead capture effectiveness doubled within the first month. What really surprised me was how quickly we mastered the platform—we started with basic follow-up sequences but soon graduated to sophisticated multi-channel campaigns that previously would have cost thousands through an agency.
The game-changer came when we added Yext integration for an additional $30. This simple add-on automatically synchronized our business listings across multiple platforms, creating the consistent online presence that Google algorithms love. Within three months, our local search rankings improved significantly, and we started seeing a steady stream of new customers who found us through various online directories—all maintaining perfectly consistent business information.
TJ Rao, Marketing & Sales Consultant, Zevesto Property Group
Advertise on Navigation Apps Like Waze Local
One unconventional yet highly effective marketing spend for a small retail business is advertising on a navigation app like Waze Local. This is a digital, location-based channel that many small businesses overlook, but it can drive real-world traffic to your store for under $100 per month. Waze Local places your business as a pin on the map or a promoted search result for nearby drivers—essentially a digital billboard that reaches customers in your vicinity at the perfect time (when they’re already on the road).
You can get started for as little as $2 a day (~$60/month) on Waze Local’s Starter plan. This yields branded pins on the map and search ads in the app without breaking the bank. Even at this modest budget, you’re tapping into Waze’s massive user base of drivers in your area, gaining exposure on a platform with 100+ million users.
Waze Local is specifically designed to drive customers into brick-and-mortar stores, not just website clicks. For example, a retail boutique or coffee shop can appear as a branded pin urging nearby drivers to “make a quick stop” at your store. During beta tests, small businesses using Waze Local saw a 20.4% jump in monthly in-store visits on average—a clear, measurable increase in foot traffic attributable to this channel.
Marc Lefton, Fractional CMO, Marc Lefton
Run Effective Google Ads
A small business can run effective Google Ads for as little as 3 to 5 dollars a day. That’s about 90 to 150 dollars a month, but if you cap your daily budget and stay laser-focused on local searches, you can keep it under 100. Take a coffee shop for example. You target searches like “coffee near me” within a one-mile radius. If the average cost per click is somewhere between 0.50 and 1 dollar, that gives you 3 to 6 clicks a day.
And these aren’t just random clicks. These are people standing on the street, phone in hand, actively looking for coffee. You don’t need fancy campaigns. Just a simple ad with a strong call to action like, “Fresh coffee, one block away,” and a link to directions. Keep it running and you’ll see steady foot traffic without burning through cash.
If you want another option under 100, look at boosting local posts on Facebook and Instagram. A well-placed 5-dollar post can hit thousands of people nearby. Or go for an email marketing tool like Mailchimp. For 10 to 20 dollars a month, you stay in your customers’ inboxes and keep them coming back.
Nick Spivak, Head of Business Development, IT Monks
Optimize Google Business Profile with Local SEO
One marketing expense that costs less than $100 a month but is invaluable for a small retail business is a well-optimized Google Business Profile (GBP) with a local SEO tool like BrightLocal or Whitespark (both under $100/month).
Having a free Google Business Profile is essential, but optimizing it properly with consistent updates, customer reviews, and local keywords can significantly improve visibility in search results. A tool like BrightLocal helps track local rankings, manage reviews efficiently, and find citation opportunities—all of which improve local search performance.
For under $100, a business can:
- Monitor and respond to customer reviews, boosting credibility.
- Optimize GBP with better keywords and photos to attract foot traffic.
- Track local SEO performance and competitor insights to stay ahead.
Local searches often have high intent—when someone searches “best bakery near me,” they’re ready to buy. A well-optimized GBP can drive in-store visits and direct calls without spending a fortune on ads. Investing in local SEO isn’t just about rankings—it’s about making sure potential customers find you at the right moment.
Dhiren Mulani, SEO Specialist, Earningify.com
Boost Sales with Email Automation
Email marketing is like the Swiss Army knife of marketing tools—simple, effective, and versatile. For less than $100 a month, small retail businesses should invest in an email automation platform. We helped a local business boost repeat sales by 18% by setting up automated follow-up emails after purchases. Platforms like Mailchimp or ConvertKit make this easy. Getting the timing and personalization right took a few tweaks. Once we did, the results spoke for themselves.
Katja Breitwieser, Digital Marketing Specialist, SocialSellinator
Utilize Social Media Scheduling and Analytics Tools
A small retail shop seeking a savvy marketing investment of less than $100 per month should definitely invest in a social media scheduling and analytics tool such as Later, Buffer, or Metricool. Social media posting is consistent, but nobody wants to use their whole day trying to remember to press “publish”—particularly when there are a million other things to do.
Why it’s a no-brainer:
- Saves time and sanity—scheduling posts in advance avoids having to scramble to come up with content at the last minute.
- Increases engagement—Posting at optimal times, when followers are actually present, raises visibility and engagement.
Turns guesswork into strategy—Rather than posting randomly and hoping for the best, businesses gain valuable insight into what’s actually working. For the price of a few fancy lattes a month, small businesses receive an automated system that keeps their brand alive online while they concentrate on managing their store. At a minimum, it eliminates that “Oops, I forgot to post today” panic at closing time.
Ben Schreiber, CMO, Latico Leather
Invest in Google Workspace for Professional Communication
Google Workspace is hands down the best sub-$100 investment a retail business can make, starting at just $7/month per user. Let me tell you why this isn’t just about email—though that’s a crucial part. Microsoft 365 is also great, but I will stick with Google.
First, let’s talk about email credibility. Using a generic @gmail.com, @aol.com, or, worse, an email from your website host is playing business roulette. I’ve seen too many business owners lose important client communications to spam folders or face deliverability issues because they tried to save a few dollars with basic email solutions.
A professional email (@yourbusiness.com) through Google Workspace instantly boosts your credibility.
But here’s what makes it a no-brainer investment:
- Enterprise-level email security and spam protection
- Seamless calendar integration for managing appointments and team schedules
- Professional collaboration tools (Docs, Sheets, Slides)
- Cloud storage with Google Drive
- Simple video conferencing with Google Meet
Think about it: For less than what most businesses spend on coffee each month, you get a professional email system that won’t fail you during crucial business moments, plus a full suite of tools that would cost significantly more if purchased separately.
This isn’t just about having a professional email address—it’s about having a reliable, secure, and professional business communication system that grows with your business.
Oliver Moreno, CEO / Founder, Bright Click
Use Meta Ads with Hyper-Local Targeting
For a small retail business with a $100 monthly marketing budget, I highly recommend investing $5 per day in Meta Ads (Facebook & Instagram) with hyper-local targeting. By focusing on people within your business’s location, you can increase brand awareness and attract nearby customers who are more likely to visit and make a purchase.
This strategy has worked exceptionally well for many small businesses I’ve helped, as it ensures consistent visibility without breaking the bank. Even with a small budget, local engagement and foot traffic can significantly improve, making it a cost-effective investment worth trying.
Shubham Ahuja, Digital Marketing Manager, DigiLawyer
Build Relationships with Email Marketing
Email marketing-hands down.
For less than $100 a month, a small retail business can use platforms like Mailchimp or Klaviyo to stay in front of customers, drive repeat sales, and build real relationships.
Here is why I think you should invest in email marketing:
You own your audience. Unlike social media, where algorithms decide who sees your content, email goes straight to your customers.
It keeps customers coming back. A simple monthly newsletter with new arrivals, special offers, or helpful tips keeps your business top of mind.
Automation does the work for you. Set up abandoned cart emails, welcome sequences, and birthday discounts—so you’re making sales while you sleep.
I think email marketing hands down is the best way to spend a couple hundred bucks a month.
Justin Schulze, Digital Marketing Expert, Schulze Creative
Invest in Stock Photography or AI Graphics
Stock photography—or even expertly generated AI graphics—is one of the most valuable marketing investments a small retail business can make for under $100 a month. While AI-generated text can enhance efficiency, compelling visuals are what stop the scroll and grab attention on social media. You have a split second to engage your audience, and high-quality images or graphics make all the difference in whether they pause to read your content or keep scrolling. Investing in a stock photography subscription or an AI-powered design tool ensures that your brand always has professional, eye-catching visuals to support your messaging.
Kelly Nuckolls, CMO, Jeskell Systems
Optimize Google My Business and Run Ads
If you run a small retail shop, one marketing move under $100 that’s absolutely worth it is optimizing your Google My Business (GMB) and running small Facebook/Instagram ads.
GMB is free—everyone knows that—but just creating a listing won’t do much. To actually get results, upload fresh photos, collect reviews, and use the right categories so your business ranks higher in local searches.
A friend of mine had a small bakery that only locals knew about. After optimizing his GMB and running just $50 in Facebook ads, new customers started finding him through Google. Relying only on word-of-mouth makes growth too slow, but this simple step brought in real business.
If you have less than $100 to spend on marketing, this is one of the smartest moves you can make.
Anshul Rana, Top Rated Plus Technical SEO Expert, The Digital Geek
Maximize Google Business Profile with Local SEO
If you run a small retail business, your Google Business Profile (GBP) is the #1 tool for driving foot traffic, phone calls, and online orders—and it’s free to set up. But to maximize its impact, a small monthly investment in Local SEO tools can be a game-changer.
Google Business Profile Management ($0 – $100/month) – If you don’t have time to consistently update your GBP, a local SEO expert or GBP management tool (like BrightLocal or Moz Local) ensures your listings are optimized, accurate, and actively engaging customers.
Review & Reputation Management ($50 – $99/month) – Services like GatherUp or Podium help automate 5-star review collection, monitor customer feedback, and improve online trust—critical for converting local shoppers.
Google Search Console (FREE) – Your Hidden Keyword Tool – Many small businesses overlook Google Search Console (GSC) as a powerful, free keyword research tool. It shows what real customers are searching for before they land on your website, helping you refine product descriptions, blog content, and marketing strategies to match what people are already looking for.
Mitch Cornell, Founder/CEO, Webmasons Marketing
Create Content with CapCut for Social Media
If you’re a small retail business and not using CapCut to create content for TikTok and Instagram, you’re missing out big time. Social media isn’t just a marketing channel anymore; it’s how brands are built. People don’t just want products; they want stories, experiences, and personalities.
Look at Logan’s Candies, a small-town candy shop that now has lines stretching down the street. Why? Because their TikTok videos showcasing handmade candy-pulling went viral, turning their shop into a destination. That’s the power of social-driven foot traffic.
We see this firsthand—we handle the finances for brands that are scaling through TikTok, Instagram, and social-driven sales. The businesses embracing social commerce—showcasing their products, process, and personality online—are the ones thriving.
CapCut makes high-quality content ridiculously easy. Auto-captions, trending templates, seamless transitions, it’s a pro-level editing tool without the learning curve. And it’s free (or dirt cheap for premium).
Retailers who get this? They’re the ones with lines out the door. The ones who don’t? They’re still waiting for customers to just “walk in.”
Sam Hoye, Founder, Social Commerce Accountants
Utilize High-Visibility Products for Brand Presence
One low-cost marketing tactic that proved incredibly effective for small businesses we partner with was utilizing products such as banners, A-stands, and graphics. These high-visibility solutions significantly boosted traffic and sales. They grabbed the attention of potential customers, creating a lasting brand presence in both local and high-traffic areas. The key to this success was the perfect combination of eye-catching designs and strategic placement, allowing businesses to reach a larger audience without a major financial commitment. It is a simple yet powerful way to set any business apart.
Michael Cheban, Co-Chief Executive Officer, SignCore
Use AI-Powered Pricing Software
When small retail businesses consider their marketing budget, they typically think about social media ads, email campaigns, or local promotions. However, there’s one investment that delivers exceptional ROI while flying under the radar: AI-powered pricing software. For less than $100 a month, this tool can transform your business fundamentals more dramatically than any traditional marketing expense.
Think about the core equation of retail: Sales = Quantity x Price. Most small businesses focus exclusively on the quantity side—spending countless hours and dollars trying to attract more customers. Yet they neglect the price component, which can often be optimized with much less effort and investment. A small change in your pricing strategy can immediately impact your bottom line across every single transaction, making it arguably the most leveraged marketing investment available.
Nabeel Siddiqi, CEO, Moksha AI LLC
Show Yourself on Instagram and LinkedIn
Showing yourself on Instagram and LinkedIn costs your time, which can be very valuable indeed. However, the integration costs nothing, so take the time to be consistent, let potential clients see you and how you work. If people hire who they know/like/trust, then take the first step and let them know you!
Emily Mcclure, Owner, EM Corporate
Conclusion
It’s clear that for a small investment, your retail business can make a big splash online. Get started today and beging growing your local small business.
