Nine-in-Ten U.S. Consumers (90%) Say Small Business Saturday® Has Had a Positive Impact on Their Community

‘Tis the season to Shop Small®! On main streets across America, small businesses are getting ready to welcome customers on Small Business Saturday, celebrated this year on November 25^th. Results from the 2017 Small Business Saturday Consumer Insights Survey, released today by the National Federation of Independent Businesses (NFIB) and American Express (NYSE: AXP), show six in ten (61%) U.S. consumers are aware of Small Business Saturday going into the day, and of those, 82% plan to shop at a small, independently-owned retailer or dine at a small, independently-owned restaurant on the day.

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Created by American Express in 2010 as a way to help small businesses get more customers, Small Business Saturday is held annually on the Saturday following Thanksgiving. Now entering its eighth year, the day is embraced by independent merchants of all kinds—from traditional brick and mortar retailers to service providers to e-commerce businesses. And as consumer shopping habits continue to evolve, they are prioritizing small businesses – even those online: the report found that 59% of consumers said they are likely to seek out a small, independently-owned retailer when shopping online on Small Business Saturday.

“Small Business Saturday provides people an opportunity to discover and celebrate the variety of small businesses that make their communities thrive,” said Elizabeth Rutledge, Executive Vice President, Global Advertising & Brand Management at American Express. “Beyond visiting their favorite go-to spots, shoppers say Small Business Saturday inspires them to visit places they have not been to before and would not have otherwise tried.”

Consumers Will Make Small Businesses a Big Part of Holiday Shopping Plans

Among those who are aware and who plan to shop on Small Business Saturday this year, 65% say the main reason they will support local, independently-owned retailers and restaurants is because they value the contributions small businesses make to their community.

The 2017 Small Business Saturday Consumer Insights Survey found:

• As much as 80% of all consumers surveyed say at least some of their holiday shopping will be done at small, independently-owned retailers or restaurants;
• Three-quarters (75%) of all consumers surveyed are planning on going to one or more small businesses as part of their holiday shopping;
• 90% of all consumers surveyed agree it is important for them to support small, independently-owned restaurants and bars;
• Of consumers who are aware of Small Business Saturday, 89% agree that the day encourages them to Shop Small all year long, not just during the holiday season;
• For those who are aware and who plan to shop on Small Business Saturday, 44% plan to spend more this year compared to last year.

“Supporting small businesses is critical to the health and livelihood of our national economy and local communities,” said NFIB CEO and President Juanita Duggan. “We are proud to partner with American Express to bring attention to the importance of small business and look forward to another successful Small Business Saturday.”