An estimated 108 million consumers reported shopping or dining at local independently-owned businesses across the United States on 2017 Small Business Saturday, in a sign of encouragement for local enterprises.
According to data from the 2017 Small Business Saturday Consumer Insights Survey, released today by the National Federation of Independent Business (NFIB) and American Express (NYSE:AXP), almost half of the consumers said in survey they visited a local business they had not previously been to.
“Year after year, Small Business Saturday receives remarkable support from shoppers and communities nationwide,” said Elizabeth Rutledge, executive vice president of Global Advertising and Media at American Express.
“In year eight, it’s encouraging to see Small Business Saturday continue to gain momentum as more people recognize the benefits that independently-owned businesses bring to their neighborhoods—and our country as a whole,” she said, according to a news release
A CNBC report said the shoppers spent $12.9 billion on Nov. 25 at independently owned businesses,
Meanwhile, the Small Business Saturday Consumer Insights Survey also found that 70% of U.S consumers are aware of Small Business Saturday. In addition to support on Main Streets, shoppers turned out for online small businesses – with 35% reporting that they Shopped Small® online on November 25th alone.
The NFIB and the American Express also released the 2017 Small Business Saturday 50-State Survey showing 73% of consumers who reportedly Shopped Small at independently-owned retailers and restaurants on Small Business Saturday did so with friends or family. The most reported reason for consumers aware of the day to shop and dine at small, independently-owned businesses was to support their community (64%), a news release said.
Relative to the national average, shoppers in Colorado, Hawaii, and Vermont reported pet stores as the type of small business frequented the most; while shoppers in Illinois, Massachusetts, and New York reported visiting a bakery the most; and shoppers in Georgia, Idaho, Texas reported visiting spas, nail salons or hair salons the most, the joint news release said.
Each year Small Business Saturday is locally fueled by grassroots activities organized by Neighborhood Champions— small businesses, business associations, local Chambers of Commerce, and other community organizers that rally their communities to celebrate Small Business Saturday.
This year, more than 7,200 Neighborhood Champions (a 7% increase from 2016) across all 50 states, Washington, D.C. and some U.S. territories — engaging an estimated 2.2 million small businesses — celebrated Small Business Saturday on November 25th, showing their love and appreciation for small businesses through activities such as shopping passport programs, pop-up holiday markets, sleigh rides and a Shop Small sand sculpture.
Small Business Saturday marks the beginning of American shopping holiday season held on the Saturday after Thanksgiving. It seeks to encourage growth in small business and local employment while retailers scoop up big sales on Black Friday and Cyber Monday.
The 2018 Small Business Saturday will be celebrated on Nov 24.
