Survey: Small Business Saturday Making An Impact

Shoppers made an impact at small businesses on the 10th annual Small Business Saturday, held on November 30, 2019, according to new data.

U.S. shoppers who shopped at independent retailers and restaurants on Small Business Saturday, November 30, reported spending a record high total of an estimated $19.6 billion, according to the 2019 Small Business Saturday Consumer Insights Survey from American Express and the National Federation of Independent Business (NFIB). An estimated 110 million shoppers participated in the Shop Small campaign, up from 2018, the companies said.

“We all came together on Saturday to prove that shopping small really does add up,” said Elizabeth Rutledge, chief marketing officer at American Express. “We are thrilled to report that shoppers are increasingly making a conscious effort to Shop Small and support their local communities, and over the past 10 years consumers reported spending an estimated total of more than $120 billion at small businesses on Small Business Saturday.”

Small Business Saturday was created 10 years ago by American Express in response to small business owners’ most pressing need: getting more customers. Today, seven in ten (70%) American adults surveyed by American Express and NFIB reporting being aware of the day. A vast majority of respondents who shopped on Small Business Saturday (96%) agree that shopping at small, independently-owned businesses supports their commitment to making purchases that have a positive social, economic and environmental impact.

According to the survey, 97% of consumers who shopped on Small Business Saturday agree that small businesses are essential to their community and 95% reported the day makes them want to shop or eat at small, independently-owned businesses all year long, not just during the holiday season.

The 2019 Small Business Saturday Consumer Insights Survey was conducted by Teneo on behalf of American Express and NFIB. The study is a nationally representative sample of 2,287 U.S. adults 18 years of age or older. It was conducted on December 1. The survey has an overall margin of error of plus or minus 2%.