Small Business Saturday® Results: Shoppers Provide Encouraging Start to the Holiday Shopping Season
November 30 2015 - 09:00AM
Business Wire
Small Business Saturday Spending Reaches $16.2
billion in 2015, a 14% increase from 2014
This year, more shoppers reported visiting their local
independent businesses on Small Business Saturday than ever before,
according to results from the Small Business Saturday Consumer
Insights Survey, released today by the National Federation of
Independent Business (NFIB) and American Express. More than 95
million consumers shopped at small businesses on Small Business
Saturday, marking an eight percent increase from 2014.
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This year Small Business Saturday saw record levels of support
from communities and local organizations. More than 4,100
Neighborhood Champions around the country rallied local businesses
and created events in their communities for Small Business Saturday
— an increase of 48 percent over last year. And more than 425
organizations joined the Small Business Saturday Coalition – an
increase of 11 percent over last year.
According to the Small Business Saturday Consumer Insights
Survey, total spending among U.S. consumers who were aware of Small
Business Saturday reached $16.2 billion at independent retailers
and restaurants on the day, an increase of 14 percent from $14.3
billion in 2014. Among those who shopped on Small Business
Saturday, 31 percent attended a community event on the day and 81
percent encouraged family and friends to support their local small
businesses.
Additionally, consumers and small businesses helped rally
support for Small Business Saturday and their favorite small
businesses on social media channels. In the month of November,
there were 85 million social media engagements1 in support of Small
Business Saturday.
“It's very encouraging to see small businesses participate every
year and more shoppers giving local entrepreneurs a chance to
compete for their business,” said NFIB President and CEO Dan
Danner. “Americans are returning to Main Street for the things they
need and ultimately that's a very healthy economic trend.”
“Small Business Saturday is an increasingly important economic
engine for independent businesses,” said Janey Whiteside, senior
vice president and general manager of American Express OPEN. “These
impressive numbers demonstrate the value that Small Business
Saturday brings to local businesses, and American Express is proud
to support the Shop Small Movement. We encourage shoppers to
support their local businesses not only on Small Business Saturday,
but all year long.”
Elected Officials across the U.S. Show
Their Support
- President Obama shopped at a local
bookstore and dined at a local popsicle shop on Small Business
Saturday in Washington, D.C.
- Elected officials in all 50 states and
Washington, D.C. – including President Obama and many senior
government officials – championed Small Business Saturday.
- Over 200 Federal officials and agencies
showed support for Small Business Saturday through posts on
Facebook and Twitter.
- The U.S. Senate unanimously passed a
resolution designating November 28th, 2015 as Small Business
Saturday.
- 551 city proclamations in support of
Small Business Saturday were issued by mayors and other elected
officials in all 50 states and Washington D.C.
- 14 Public Service Announcements
encouraging the public to “Shop Small” were recorded
by government officials across the nation.
Communities and Supporters Contribute
To Big Success in Year Six
In addition to the growth of the Neighborhood Champion Program
and the Small Business Saturday Coalition, corporations, consumers
and businesses across the country rallied their communities around
Small Business Saturday. For example:
- In a substantial show of corporate
support, nearly 100 larger companies signed up to become Official
Supporters of the day and helped promote Small Business
Saturday. Corporate supporters including Ace Hardware,
AT&T, Etsy, Eventbrite, Hertz, Sam’s Club, Square, and Starwood
Hotels & Resorts helped rally their combined millions of small
business customers and consumers to take part in Small Business
Saturday. Their efforts ranged from social media posts and webinars
to in-store and employee events.
- More than 685,000 free online tools and
materials were accessed by small business owners on ShopSmall.com
to help get the word out about Small Business Saturday.
- In the month of November more than
241,000 posts combined were posted on Facebook,
Instagram and Twitter using Small Business Saturday and Shop Small
related hashtags, more than 100,000 of which were posted on
November 28th alone.2 Posts included consumers showing their love
for their favorite small businesses, business owners raising
awareness for promotions and activities taking place on Small
Business Saturday, as well as government officials and celebrities
showing their support for the day and their favorite small
businesses.
About the Survey
The Small Business Saturday Consumer Insights Survey was
conducted among a nationally representative sample of 2,363 males
and females 18 years of age or older. The sample was collected
using an email invitation and an online survey. The study was
conducted anonymously by independent marketing performance
specialist Ebiquity on November 29, 2015. The survey has an overall
margin of error of +/- 2.0%, at the 95% level of confidence.
About Small Business
Saturday
November 28th marks the sixth annual Small Business Saturday, a
day dedicated to supporting the local businesses that can help
create jobs, boost the economy and preserve neighborhoods around
the country. Small Business Saturday was created by American
Express in 2010 in response to small business owners’ most pressing
need: more customers.
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/newsroom.
1 Social media engagements are defined as any proactive action
taken by a social media user related to the Small Business Saturday
or Shop Small related social media content and conversations on
Facebook, Twitter, Instagram, YouTube or Snapchat, including but
not limited to, likes, shares, comments, video views, etc.
2 This includes the hashtags #ShopSmall, #SmallBizSat,
#SmallBusinessSaturday, #ShopSmallBusinessSaturday,
#ShopSmallForAll, and #ShopSmallSaturday.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20151130005359/en/
For NFIB:M BoothRyan Walker,
212-388-7677Ryanw@mbooth.comorJack Mozloom,
202-406-4450jack.mozloom@nfib.orgorAmerican ExpressSravanthi
Agrawal, 212-640-0870Sravanthi.Agrawal@aexp.com
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