Americans get small for business

American Express estimates 2 in 5 adults shopped small on Small Business Saturday

For the eighth year, Small Business Saturday is being hailed as a success by its creator, American Express. Two in five adult Americans shopped or dined small on Nov. 25.

As Small Business Saturday closed out its eighth year on Saturday, November 25th, shoppers provided an encouraging boost to small businesses at the start to the holiday shopping season.

According to data from the 2017 Small Business Saturday Consumer Insights Survey, released today by the National Federation of Independent Business (NFIB) and American Express, an estimated 108 million consumers reported shopping or dining at local independently-owned businesses. 

“Year after year, Small Business Saturday receives remarkable support from shoppers and communities nationwide,” said Elizabeth Rutledge, executive vice president of Global Advertising and Media at American Express. “In year eight, it’s encouraging to see Small Business Saturday continue to gain momentum as more people recognize the benefits that independently-owned businesses bring to their neighborhoods—and our country as a whole.”

The Small Business Saturday Consumer Insights Survey also found that 70% of U.S consumers are aware of Small Business Saturday.  In addition to support on Main Streets, shoppers turned out for online small businesses – with 35% reporting that they Shopped Small® online on November 25th alone.

The 2017 Small Business Saturday 50-State Survey, also released today by the NFIB and American Express, showed 73% of consumers who reportedly Shopped Small at independently-owned retailers and restaurants on Small Business Saturday did so with friends or family. The most reported reason for consumers aware of the day to shop and dine at small, independently-owned businesses was to support their community (64%).

Further insights from the 2017 Small Business Saturday 50-State Survey include the following:

• Shoppers made Small Business Saturday an all-day affair, as 58% of those who participated in the day reported shopping or dining at more than one small, independently-owned retailer or restaurant on Small Business Saturday this year.

• On a national level, nearly half (48%) of consumers who participated in Small Business Saturday reported visiting a small business that they had not previously been to on Small Business Saturday.

• Relative to the national average, shoppers in Colorado, Hawaii, and Vermont reported pet stores as the type of small business frequented the most; while shoppers in Illinois, Massachusetts, and New York reported visiting a bakery the most; and shoppers in Georgia, Idaho, Texas reported visiting spas, nail salons or hair salons the most.

Full results of the survey and an interactive infographic with state by state breakouts can be found here.

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