I think Karen Herman's three suggestions are spot on. Most importantly, they are the type of low cost/high yield marketing ideas that nearly any small to mid-size indie can easily implement. They range from tech-driven to old school community involvement. While extremely difficult to compete with big box retailers and Amazon, indies have an advantage of being niche, community retailers that people still enjoying shopping. AmEx has recognized this through their Shop Small Saturday initiative and these indie retailers would benefit greatly by taking advantage of this opportunity.