Nationwide support for Small Business Saturday grows to over 100 million

November 29, 2017

More than 100 million American shoppers reported buying from local, independently owned retailers during the eighth annual post-Black Friday weekend event, Small Business Saturday, on November 25.

According to data from the Small Business Saturday Consumer Insights survey—conducted by the National Federation of Independent Businesses (NFIB) and American Express and released on Cyber Monday—about 43% of all U.S. adults either shopped or dined at a small business on November 25.

What’s more, fully 70% of respondents nationwide said they were well aware of the event.

When survey respondents were asked which type of business is most associated with their local communities, 32% mentioned a bar or a restaurant. That was nearly three times the next-highest responses: 11% for a supermarket and 10% for a bakery.

The 2017 Small Business Saturday Consumer Insights Survey also found:

  • As many as 80% of all consumers surveyed say at least some of their holiday shopping will be done at small, independently owned retailers or restaurants;
  • Three-quarters (75%) of all consumers surveyed planned on going to one or more small businesses as part of their holiday shopping;
  • 90% of all consumers surveyed agreed it is important for them to support small, independently owned restaurants and bars;
  • Of consumers who are aware of Small Business Saturday, 89% agree that the day encourages them to “shop small” all year long, not just during the holiday season;
  • For those who were aware of the event and who planned to shop on Small Business Saturday, 44% expected to spend more this year than they did last year.

“Supporting small businesses is critical to the health and livelihood of our national economy and local communities,” said NFIB CEO and President Juanita Duggan. “We are proud to partner with American Express to bring attention to the importance of small business and look forward to another successful Small Business Saturday.”

Research contact: Melissa.J.Filipek@aexp.com

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