Small Business Saturday: It's a Big Deal

Business owners and holiday shoppers can enthusiastically mark their calendars for Saturday, November 24, officially “Small Business Saturday.” American Express introduced this national shopping day in 2010 in an effort to support small businesses during an economic recession. This first Saturday after Thanksgiving provides business owners and managers an opening to connect with their communities and generate new revenue and also offers holiday season shoppers a fun way to endorse local businesses and acquire unique holiday gifts.

Small Business Saturday is no small deal. Here are a few interesting statistics from the “Shop Small” section on the American Express website:

  • In 2017, an estimated 108 million consumers reported shopping or dining at local independently-owned businesses on Small Business Saturday – generating roughly $12 billion in reported spend.
  • 90% of consumers surveyed said Small Business Saturday has had a positive impact on their community.
  • In 2013, more than 1,450 individuals and organizations sign up as Neighborhood Champions to rally their communities with events and activities on Small Business Saturday – and that number continues to grow.
  • In 2011, the Senate unanimously passes a resolution in support of the day. By 2012, officials in all 50 states participate.

Some of the businesses that may benefit from participating in a Small Business Saturday sale or campaign include jewelry stores, men’s and women’s apparel stores, exercise/fitness equipment shops, outdoor recreation stores, restaurants and many more. Here is what we know about Small Business Saturday Shoppers:

  • 32% of the Small Business Saturday Shoppers Audience has taken action after seeing in-store signage. They have also taken action as a result of seeing a news article or a press release and from word-of-mouth communication.
  • Small Business Saturday Shoppers participate in hiking/walking, running/jogging, bicycling, bowling and basketball. These shoppers are open to trying new cooking recipes and enjoy gardening/yard work and reading.

The American Express Small Business Saturday website is packed with suggestions on how small local businesses can capitalize on the special day. A few tips are to champion the community cause in your town, rally other businesses to participate, organize a local event and to promote the “Shop Small” effort.

As the holiday season approaches, it’s the ideal time to evaluate your seasonal marketing plans and fine-tune, if needed.

Small Business Saturday provides businesses an abundance of options and the opportunity to build community relationships and set an upbeat tone for the holiday season. Happy Thanksgiving!



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