Of consumers who are aware of Small Business
Saturday, 89% agree that the day encourages them to Shop Small all
year long
Across the country, small businesses and consumers alike are
getting excited to support their favorite local, independent
businesses on Small Business Saturday, which takes place this year
on November 26th. Results from the fifth-annual Small Business
Saturday Consumer Insights Survey, released today by the National
Federation of Independent Businesses (NFIB) and American Express,
show that more consumers than ever are aware of Small Business
Saturday (58% vs. the previous high of 55% in 2015). More than six
in ten (62%) consumers who are aware of Small Business Saturday and
who plan to shop locally on the day say the main reason they plan
to shop at small retailers or eat at independently-owned
restaurants is because they value the contributions small
businesses make to their community.
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“Since its inception, Small Business Saturday has brought
national attention to supporting the local businesses we love,”
said Elizabeth Rutledge, Executive Vice President, Global
Advertising & Brand Management at American Express, which
founded Small Business Saturday in 2010. “Small Business Saturday
reminds consumers of how valuable small businesses are to our
communities, and we are incredibly proud to be the founding
partner.”
Held annually on the Saturday following Thanksgiving, Small
Business Saturday was founded by American Express as a response to
small business owners’ most pressing need: getting more customers
through their doors, rallying communities to support local
businesses and helping kick off a successful holiday sales
period.
Planning to Put Their Money Where Their
Mouth Is
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. Nearly eight in ten (79%) consumers say
they are willing to pay slightly more for an item if it is
purchased from a small, independently-owned retailer as opposed to
online or at a large retailer – on par with last year. And just how
much are they planning to spend? Of those who are aware of Small
Business Saturday and planning to shop and dine on the day,
two-thirds (67%) say that they plan to spend at least $100 at small
businesses on Small Business Saturday – a slight increase from 2015
(65%).
Among U.S. consumers, the Small Business Saturday Consumer
Insights Survey found:
- On average, one-third (33%) of their
holiday shopping this year is expected to be done at small
retailers or restaurants – on par with last year.
- 76% say they will visit at least one
small business as part of their overall holiday shopping, on par
with last year.
- Additionally, 91% reported that
supporting small, independently-owned bars and restaurants is
important to them.
“Small businesses across the nation are often run by the
friends, family and neighbors that we know so well, so supporting
them is not only personal but critical to their success,” said NFIB
CEO and President Juanita Duggan. “Partnering with American Express
to promote the awareness and importance of shopping small is
something we are very proud of, and this year, we look forward to
another successful Small Business Saturday.”
Additional findings from the Small Business Saturday Consumer
Insights Survey include:
- 63% of consumers who are willing to pay
slightly more for an item if purchased from a small,
independently-owned retailer as opposed to online or at a large
retailer say that in exchange for paying a higher price, they
expect better customer service from small, independently-owned
businesses.
- Nearly half (48%) of consumers who are
aware of Small Business Saturday and who plan to Shop Small on the
day say they expect to spend more on Small Business Saturday this
year than last year – up from 45% in 2015, and the highest amount
yet recorded.
- Consumers who are aware of Small
Business Saturday and who plan to shop on the day say they plan to
support many different types of small businesses on the day,
including clothing/accessories/shoe stores (45%),
restaurants/bars/pubs (41%) and bakeries (39%).
Neighborhood Champions and the Small
Business Saturday Coalition Drive Excitement for the
Day
Grassroots support for Small Business Saturday is largely driven
by Neighborhood Champions, a program of advocates for Small
Business Saturday comprised of small businesses, business
associations, local Chambers of Commerce and other community
organizers who help to rally their neighborhoods on the day. To
date, more than 6,400 Neighborhood Champions – an increase of 56%
percent from 2015 – have signed up to plan activities and events to
draw consumers to commercial districts across the U.S., leading up
to and on Small Business Saturday. In fact, 45% of consumers who
are aware of Small Business Saturday and who plan to shop say they
plan to attend a community event in celebration of the day.
Another important group that drives participation on the day is
the Small Business Saturday Coalition. Led by Women Impacting
Public Policy (WIPP), the Small Business Saturday Coalition was
created in 2011 to help amplify the Shop Small message. The
Coalition is comprised of national, state and local associations
that help coordinate Small Business Saturday activities with
merchants, consumers and small business owners.
Show Your Love for Small Businesses on
Social Media
Each year consumers have made it a tradition to share their
Small Business Saturday experiences on social media. This year,
consumers and small businesses across the nation are encouraged to
show their love for their favorite independent businesses by using
the #ShopSmall, #SmallBizSat and #DineSmall hashtags on Facebook,
Instagram and Twitter.
American Express® Card Members Receive
Offer to Shop Small
New this year, American Express is giving Card Members the
opportunity to earn 2X rewards when they enroll an eligible
American Express Card at http://www.amex.co/shopsmalloffer and shop
at qualifying small merchants both in-store and online now through
December 31st.1 With the addition of 1.6 million merchant locations
that have started accepting American Express Cards over the past
two years, Card Members now have even more places than ever to Shop
Small2. When Card Members use an eligible Card to shop at
qualifying small merchants they could earn 2X rewards in the form
of what they already earn with their Card– from Membership Rewards®
points to miles with Delta® to Cash Back and more. This offer is
the latest way American Express is supporting the expanding network
of small merchants who accept American Express Cards by giving Card
Members yet another reason to Shop Small throughout the holiday
season.
Corporate Supporters Help Build Buzz
for Small Business Saturday
To help further spread the Shop Small message, American Express
has enlisted the support of many companies that are serving as
Corporate Supporters. Together these companies reach millions of
small businesses and consumers and are key players in the retail,
telecom, media, hospitality, transportation, and professional
services industries. Some of the companies that will be
participating include FedEx, Uber, AT&T, Valpak and Ace
Hardware.
About the Survey
The Small Business Saturday Consumer Insights Survey was
conducted among a nationally representative sample of 1,653 males
and females 18 years of age or older. The sample was collected
using an email invitation and an anonymous online survey from
October 18-28, 2016. The survey has an overall margin of error of
+/- 2.4%, at the 95% level of confidence.
About Small Business
Saturday
November 26th is the seventh annual Small Business Saturday.
Dedicated to supporting local businesses that 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: getting more
customers. Learn more and follow us on ShopSmall.com,
instagram.com/shopsmall, facebook.com/SmallBusinessSaturday,
twitter.com/shopsmall.
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 its 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 its
members to own, operate and grow their businesses. More information
about NFIB is available online at www.NFIB.com/newsroom.
__________
1 Card Members will not earn 2X rewards on any bonus they may
already enjoy with their Card, such as when they spend on certain
types of purchases or at certain merchants. Prepaid and Corporate
Cards, American Express Cards issued by other financial
institutions, The Plum Card® and certain other Cards are not
eligible. Reward caps and other terms apply. 2 Based on internal
comparison of American Express small merchant locations in December
2013 to American Express small merchant locations in December 2015.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20161117006112/en/
M BoothRyan Walker,
212-388-7677RyanW@mbooth.comorNFIBJack Mozloom,
202-406-4450jack.mozloom@nfib.orgorAmerican ExpressJane Di
Leo, 212-640-8055Jane.E.DiLeo@aexp.com
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