Small Business Saturday Grows More Popular With U.S. Consumers


Small Business Saturday, an initiative to encourage shoppers to patronize small and local businesses on the Saturday following the Thanksgiving holiday, has become more popular with consumers. According to the 2013 Small Business Saturday Consumer Insights Survey, released by the National Federation of Independent Business (NFIB) and American Express, consumer awareness of Small Business Saturday rose to 71 percent from 67 percent during the same period a year ago.

Of those aware, 46 percent said they shopped on Small Business Saturday. Consumers who were aware of Small Business Saturday reported spending $5.7 billion with independent merchants that day, an increase of 3.6 percent from $5.5 billion in 2012.

“In an uncertain economy, America’s small businesses have remained a beacon—creating good jobs and supporting the families they employ and the communities around them,” says NFIB CEO Dan Danner. “We are very pleased that so many Americans sought to give back by shopping small this Small Business Saturday. We hope that support of small firms, retailers, restaurants and other independent businesses continues throughout the holiday season and all year round. Continued support of this vital sector is one important way to ensure our economy fully recovers and a healthy private sector is restored.”

Small Business Saturday was first recognized in 2010. Susan Sobbott, president of American Express OPEN, adds: “In just four years, the nation has adopted Small Business Saturday and made it part of the holiday shopping tradition. On November 30, we saw a continuation of this growing trend as communities around the country came together to celebrate local businesses and helped drive consumers to shop ‘small’ on the day.”

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