Small Business Saturday Sales Up Again Over the Weekend

Consumer awareness of Small Business Saturday increased to 71 percent from 67 percent from Nov. 30 to Dec. 2 compared to the same period a year ago, according to a survey released today by the National Federation of Independent Business (NFIB) and American Express. Of those aware, 46 percent said they shopped on Small Business Saturday.

With awareness up, the end result was increased spending at small businesses. This year, consumers who were aware of Small Business Saturday reported spending $5.7 billion with independent merchants on the day, an increase of 3.6 percent from a strong $5.5 billion in 2012, according to the second installment of the 2013 Small Business Saturday Consumer Insights Survey, released today by the National Federation of Independent Business (NFIB) and American Express.

“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,” said 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.”

“In just four years, the nation has adopted Small Business Saturday and made it part of the holiday shopping tradition,” said Susan Sobbott, president of American Express OPEN. “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.”

Other indicators of rising recognition of Small Business Saturday included:

  • More than 1,400 Neighborhood Champions rallied local businesses and created events and activities to drive shopping around the country.
  • Premier partners, FedEx, Foursquare, Twitter and the United States Postal Service, banded together with American Express to promote shopping at small businesses for Small Business Saturday.
  • In addition, 166 companies signed up to support the day.
  • Nearly 370 advocacy organizations signed up to support the nationwide initiative.
  • More than 346,000 free online tools and materials were accessed by small business owners to help get the word out about Small Business Saturday.
  • In November alone, more than 352,000 tweets were sent in support of Small Business Saturday, many using the hashtags #SmallBizSat and #ShopSmall, a 65 percent increase from the previous year; those Tweets ranged from consumers spreading the word about the national initiative to business owners promoting offers that they created specifically for the day.
  • To date, more than 3.3 million Facebook users have “liked” the official Small Business Saturday Facebook page.