Consumers also showed their love for online
small businesses on the day2
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.
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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 (NYSE:AXP), 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.
At the local level, Small Business Saturday is fueled each year
by grassroots activities organized by Neighborhood Champions— small
businesses, business associations, local Chambers of Commerce, and
other community organizers that rally their communities to
celebrate Small Business Saturday. This year, more than 7,200
Neighborhood Champions (a 7% increase from 2016) across all 50
states, Washington, D.C. and some U.S. territories — engaging an
estimated 2.2 million small businesses — celebrated Small Business
Saturday on November 25th, showing their love and appreciation for
small businesses through activities such as shopping passport
programs, pop-up holiday markets, sleigh rides and a Shop Small
sand sculpture.
Through the Small Business Saturday Coalition, more than 575
organizations helped spread the Shop Small message this year, an
18% increase over last year. The Coalition, led by Women Impacting
Public Policy (WIPP), was created in 2011 to help amplify Small
Business Saturday and is comprised of national, state and local
associations that help coordinate activities for Small Business
Saturday with consumers and small business owners.
“Small Business Saturday has become an incredibly important day
for small businesses across the nation,” said NFIB CEO and
president Juanita Duggan. “We are very proud to be a part of this
program and to be able to show how valuable small businesses are to
local communities, whether on Main Street or online. Partnering
with American Express is a great honor and we look forward to Small
Business Saturday each year.”
Elected Officials across the U.S.
Encourage Communities to Shop Small
- Elected officials in all 50 states and
Washington, D.C. championed Small Business Saturday.
- A total of 239 federal officials and
agencies showed support for Small Business Saturday through posts
on Facebook and Twitter.
- The United States Senate unanimously
passed a resolution designating November 25th, 2017, as Small
Business Saturday.
- 653 city proclamations in support of
Small Business Saturday were issued by mayors and other elected
officials covering all 50 states and Washington, D.C.
- 11 unique public service announcements
encouraging the public to Shop Small were recorded
by government officials across the nation.
Communities and Supporters Contribute
To Success in Year Eight
In addition to the Neighborhood Champion Program and the Small
Business Saturday Coalition, corporations, consumers and businesses
across the country brought their communities together for Small
Business Saturday. For example:
- American Express enlisted the support
of Corporate Supporters to help drive excitement for Small Business
Saturday. Nearly 100 companies, including Grubhub, Etsy, Ace
Hardware, FTD, Square and Liberty Mutual Insurance came together to
promote Small Business Saturday and the Shop Small movement.
- Small business owners successfully used
the Shop Small Studio nearly 105,000 times for customizable and
ready-to-use marketing materials and/or merchandise to help promote
their businesses on Small Business Saturday, up 23% from 2016. As
part of a new pilot program, downloadable marketing materials were
offered in Spanish and 15% of Studio visitors requested assets in
Spanish.
- From the first of November through the
25th, there were more than 605,000 social media posts
combined on Facebook, Instagram and Twitter about Small
Business Saturday and/or the Shop Small Movement, and nearly
177,000 were posted on November 25th alone. Posts included
consumers showing-off their favorite small businesses, business
owners hosting events with promotions and activities taking place
on Small Business Saturday, as well as government officials,
celebrities and artists showing their support for the day and their
favorite small businesses.
Shop Small All Year
Round
The benefits of Small Business Saturday reach beyond just one
day. According to the 2017 Small Business Saturday Consumer
Insights Survey, 84% of consumers who are aware of Small Business
Saturday said the day makes them want to Shop Small all year long,
not just during the holiday season.3 Consumers can continue to find
small businesses in their community by visiting ShopSmallNow.com.
In addition to products and services, American Express offers the
below resources for small businesses year-round:
- OPEN Forum® – A platform that combines
content and community to deliver advice to small business owners.
This is where small business owners come together to help each
other get unstuck on issues like expanding their business,
marketing and more complex topics like expense management.
- American Express® Merchant Marketing
Corner – An online hub where American Express® Card-accepting
merchants have access to free online advertising, Shop Small Map
inclusion, signage and marketing materials.
Mark your calendar for Small Business Saturday 2018, which will
be celebrated on Nov 24th!
About Small Business
Saturday
November 25th was the eighth annual Small Business Saturday.
Dedicated to supporting the diverse range of local businesses that
help to create jobs, boost the economy, and enhance neighborhoods
around the country, Small Business Saturday was created by American
Express in 2010 in response to small business owners’ most pressing
need: getting more customers. Learn more at and connect with us
on ShopSmall.com, instagram.com/shopsmall, facebook.com/SmallBusinessSaturday.
About NFIB
NFIB is the nation’s leading small business association, with
offices in Washington, D.C., and all 50 states. Founded in 1943 as
a nonprofit, nonpartisan organization, NFIB gives small and
independent business owners a voice in shaping the public policy
issues that affect their business. NFIB’s powerful network of
grassroots activists sends their views directly to state and
federal lawmakers through our unique member-only ballot, thus
playing a critical role in supporting America’s free enterprise
system. NFIB’s mission is to promote and protect the right of our
members to own, operate and grow their businesses. More information
about NFIB is available online at www.NFIB.com/news.
About the Small Business Saturday
50-State Survey
Morning Consult, on behalf of American Express and the National
Federation of Independent Businesses (NFIB), from November 25-26,
conducted the 2017 Small Business Saturday 50-State Survey, among a
national sample of 10,000 Americans aware of Small Business
Saturday. The data cited are estimated based on self-reported data
from this survey and do not reflect actual receipts or sales.
Morning Consult used a statistical technique called multilevel
regression and post stratification (MRP) to construct state-level
estimates from the national survey data. The state level estimates
were weighted to approximate a target state level sample based on
age, gender, and education. The interviews were conducted online in
English, results from the national survey have a margin of error of
plus or minus 1 percentage point, and the state-level margins of
error vary by state (typically 2 percentage points to 5 percentage
points).
About the Small Business Saturday
Consumer Insights Survey
The Small Business Saturday Consumer Insights Survey was
conducted by Teneo among a nationally representative sample of
2,160 U.S. adults 18 years of age or older. The sample was
collected using an email invitation and an online survey. The study
gathered self-reported data and does not reflect actual receipts or
sales. It was conducted anonymously on November 26, 2017. The
survey has an overall margin of error of +/- 2.1%, at the 95% level
of confidence. Projections are based on the current U.S. Census
estimates of the U.S. adult population, age 18 years and over. The
survey was commissioned by American Express and the National
Federation of Independent Businesses (NFIB).
1 2017 Small Business Saturday Consumer Insights Survey
projections are based on current U.S. Census estimates of the U.S.
adult population, age 18 years and over2 2017 Small Business
Saturday Consumer Insights Survey3 From October 2017 Small Business
Saturday Consumer Insights Survey, conducted prior to Small
Business Saturday
View source
version on businesswire.com: http://www.businesswire.com/news/home/20171127005294/en/
M BoothRyan Walker,
212-388-7677Ryanw@mbooth.comorNFIBJack Mozloom,
202-406-4450jack.mozloom@nfib.orgorAmerican ExpressMelissa
Filipek, 212-640-8658Melissa.J.Filipek@aexp.com
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