What I Learned from Winning Small Business Sunday (SBS)
- Eve Cale
- 22 hours ago
- 4 min read
Last month I had the honour of attending the annual Small Business Sunday winners’ event at the ICC in Birmingham and I wanted to share the experience with you, along with a few takeaways that could help your own product business grow.
This is a behind-the-scenes look at what happens when you put yourself forward for an opportunity… and why you absolutely should do it too!
Prefer listening to reading? Head to Episode 29 of the Greener Gifting Gang podcast.
What Is Small Business Sunday?
Small Business Sunday (often shortened to SBS) is a weekly initiative run by Theo Paphitis, former Dragon on Dragons' Den.
Each Sunday evening, small business owners can pitch their business on LinkedIn, Instagram or X. Theo chooses six winners each week, who then become part of the SBS community and are invited to attend the annual winners’ event.
And here’s the brilliant part: it’s a completely free opportunity!
My Win (And Why You Should Just Go For It)
I’d seen SBS mentioned over the years but never quite taken action. It was only after encouragement from two fellow winners I met through networking that I decided to give it a proper go.
A few practical tips I was given:
Prepare your pitch in advance (Sunday evenings aren’t always peak “work mode” time).
Look at other successful pitches for inspiration.
Consider where you choose to pitch, you can do just one platform or all of them!
You can pitch as many times as you like. Every week if you want.
I got my pitch ready and had my first try on Sunday 18th January on LinkedIn
Then I put it out my mind and got on with the rest of my Sunday evening getting ready for the busy week ahead.
The next evening, I was lying on the sofa “recovering” after giving blood, when I received a message saying congratulations from Ceri Seal of Bare Cards (one of the people who had encouraged me to have a go!) Within seconds I went from horizontal and exhausted to running around the house in total excitement. I couldn't believe I had won, and on my first go too!
It just proves the point: why shouldn’t it be you?
The SBS Annual Event – What It’s Like
The event was held in Birmingham and brought together hundreds of winners from across the UK.
The day included:
Networking with other business owners
Talks from sponsors and partners
A live pitch competition with prize funding
Panel discussions from fellow SBS winners
A fireside chat focused on resilience
It was extremely well organised and packed with useful content. The energy in the room was incredible — service businesses, product businesses, startups and established brands all in one place.
One of the standout sessions was a fireside chat with Katie Piper. The theme of the day was resilience, and listening to her speak about overcoming adversity and building a purpose-led life was powerful. Not specifically a business talk — but deeply relevant to anyone building a value-led business.
Three Retail Trends Worth Paying Attention To
One breakout session was led by the director of Spring Fair (the major UK retail trade show held annually). She shared real retail trends observed at this year’s fair — not predictions, but actual buyer behaviour.
Three that stood out to me:
1. Retail Loves a Reason
Occasions drive sales and when you create a reason — an event, celebration, a theme — you give customers a natural prompt to buy.
Whether that’s a pop-up or a seasonal event, building a story around your product makes it easier to sell.
I strongly believe we don’t have to wait for the traditional retail calendar because we can create our own reasons and there are so many of them with gift-able products.
Tip: download my 50 occasion ideas for using gifts and wrapping in your business.
2. Products with Purpose Are Leading
Sustainability is no longer a “nice extra”. Buyers are actively looking for products with practical eco credentials. Not just green messaging — but genuine, usable, thoughtful sustainability.
If your product or packaging has environmental benefits, that’s something to focus on confidently because it’s becoming central to purchasing decisions, not peripheral.
3. The Analog Revival
There’s a noticeable shift towards offline joy. In a world where we’re permanently attached to our phones, people are craving tangible experiences that help them decompress.
If your product or service helps people switch off, connect face-to-face, or do something meaningful offline, you’re aligned with where the market is heading.
A Big Reminder About Purpose
Katie Piper spoke about having a clear sense of purpose — and how that anchors everything you do.
My takeaway: when you’re crystal clear on:
Why your business exists
Who you’re helping
What change you want to create
…it becomes much easier to communicate, market and make decisions. If you ever have a wobble in our business, revisiting your “why” can help you re-focus.
“Go and Bore People”
One of the most refreshing moments for me came from Theo himself.
He talked about the fear many of us have — that we’re boring people by talking about our business too much.
His advice? Essentially: get over it!
No one else will champion your business the way you can. So talk about it, share it, promote it and keep doing it over and over!
My take on it: most people aren’t seeing everything you post/share anyway. And if someone is bored, they’re not your ideal customer.
So… Should You Pitch?
Yes! What have you got to lose?
You might not win the first time. You might not win the tenth. But you only need to win once to access:
A national network
Annual events
Additional opportunities
Exposure and credibility
And you never know — your own “lying on the sofa” winning moment might be just around the corner!
If you’ve been hovering over opportunities like this and thinking “maybe one day”, take this as your sign to have a try this Sunday. I'd love to know how you get on!
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