U.S. Consumers Spent $5.5 Billion “Shopping Small”

Small Business Saturday SurveySmall businesses across the country got their holiday season off to a strong start as millions of U.S. consumers “shopped small” on Small Business Saturday, November 24. According to the second installment of the Small Business Saturday Consumer Insights Survey, released by the National Federation of Independent Business (NFIB) and American Express, consumer awareness of Small Business Saturday jumped to 67 percent from 34 percent just two weeks ago.  Of those aware, nearly half (47 percent) shopped on Small Business Saturday. U.S. consumers who were aware of Small Business Saturday spent a total of $5.5 billion with independent merchants. Separately, American Express said card member transactions at small business merchants rose approximately 21 percent compared to last year’s Small Business Saturday.

Support from Every Corner of the Country

  • Elected officials in all 50 states and Washington, D.C. championed Small Business Saturday, including President Obama and many senior government officials.
  • The U.S. Senate unanimously passed a Small Business Saturday Resolution, which supports efforts to encourage consumers to shop locally and increase awareness of the value of locally owned small businesses. The resolution received bi-partisan support from more than 40 co-sponsors.
  • More than 350 small business organizations supported the nationwide initiative with more than 50 Chambers of Commerce and 60 groups organizing events and activities in support of the day.
  • 155 corporations, such as FedEx, Twitter, AOL/Patch and Clear Channel, banded together to promote shopping at small merchants for Small Business Saturday.
  • More than 3.2 million Facebook users “liked” the Small Business Saturday Facebook page.
  • More than 213,000 tweets were sent in support of Small Business Saturday in November, many leveraging the hashtags #smallbizsat and #shopsmall.  This includes consumers spreading the word about the national initiative and business owners promoting offers they created specifically for the day.
  • 40,000 people received $25 Shop Small American Express gift cards courtesy of FedEx for use at small merchants on November 24th.

Small Business Owners Make the Day their Own

  • The inaugural Small Business Saturday Insights Survey, released earlier this month by the NFIB and American Express, indicated that 46 percent of independent merchants familiar with the day planned to incorporate Small Business Saturday into their holiday strategy.
  • Two-hundred and twenty thousand small merchants placed permanent point-of-purchase decals on their storefronts, adding to the 500,000 who placed them in 2011.
  • Online tools and materials were leveraged more than 100,000 times by small business owners to help get the word out about Small Business Saturday.

Small Business Success Stories

  • “A huge bump. A lot of Staten Islanders came into the store today. At least 100 percent [increase], so double from what we did last year.” Daniel Schifter of Casale Jewelers on Staten Island, NY (Source: WCBS-TV New York 11/25/12)
  • “This Small Business Saturday was probably twice as big as last year’s, and the store was packed all day.” Leah Daniels of Hill’s Kitchen in Washington, DC  (Source: USAToday.com 11/25/12)
  • “Looking back on last year’s figures I think we more than doubled, yeah it was fantastic. It’s been phenomenal, it’s been fantastic, it’s fun. We were busy from the moment we opened.” Stephanie Klein of Stephanie’s in Holdrege, NE  (Source: NTV – ABC Nebraska 11/26/12)
  • “Sales were the highest they’ve been since the shop’s opening in November 2011.  The crowds downtown were comparable to a First Fridays (the monthly Downtown evening shopping event), but more people were buying.” Margie Kuzia of Humble Home in Racine, WI (Source: The Journal Times 11/24/12)
  • “Broadway Paper experienced a 77.6 percent increase in sales from Small Business Saturday 2011 to Small Business Saturday 2012. This drastic increase is incredible and so wonderful, and largely due to American Express’ campaign to Shop Small!” Kate Strzok at Broadway Paper in Milwaukee, WI

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