This is the season to Shop Small®! Across the nation’s main streets, small businesses are preparing to welcome customers for Small Business Saturday, which falls on November 25 this year. Broadway Chelsea will be among the participating locations.
According to the 2017 Small Business Saturday Consumer Insights Survey released this month by the National Federation of Independent Businesses (NFIB) and American Express, awareness of Small Business Saturday is strong: six in 10 (61%) U.S. consumers know about the day, and among those aware, 82% intend to shop at or dine at a small, independently-owned establishment.
American Express created Small Business Saturday in 2010 to help small businesses attract more customers. Held annually on the Saturday after Thanksgiving, the initiative now marks its eighth year and has gained support from independent merchants across all sectors—traditional retailers, service providers, and e-commerce businesses alike. As shopping patterns shift, consumers are increasingly prioritizing small businesses online as well: 59% of consumers indicated they are likely to seek out small, independently-owned retailers when shopping online on Small Business Saturday.
“Small Business Saturday provides people an opportunity to discover and celebrate the variety of small businesses that make their communities thrive,” stated Elizabeth Rutledge, Executive Vice President, Global Advertising & Brand Management at American Express. “Beyond visiting their favorite go-to spots, shoppers say Small Business Saturday inspires them to visit places they have not been to before and would not have otherwise tried.”
Community Values Drive Consumer Support for Local Businesses
Among those aware of Small Business Saturday who plan to participate, 65% cite their appreciation for small businesses’ community contributions as their primary motivation for shopping locally.
Key findings from the 2017 Small Business Saturday Consumer Insights Survey include:
80% of consumers surveyed say they will do at least some holiday shopping at small, independently-owned retailers or restaurants;
Three-quarters (75%) of all consumers surveyed plan to visit one or more small businesses during holiday shopping;
90% of all consumers surveyed believe it is important to support small, independently-owned restaurants and bars;
Among those aware of Small Business Saturday, 89% agree the day motivates them to Shop Small throughout the year, not only during holidays;
Of aware consumers planning to shop on Small Business Saturday, 44% intend to spend more than they did last year.
“Supporting small businesses is critical to the health and livelihood of our national economy and local communities,” explained Juanita Duggan, NFIB CEO and President. “We are proud to partner with American Express to bring attention to the importance of small business and look forward to another successful Small Business Saturday.”
Community Organizers and Coalitions Strengthen Grassroots Momentum
Neighborhood Champions—small businesses, business associations, local Chambers of Commerce and community organizers—drive local participation in Small Business Saturday by planning activities and events to attract shoppers. Over 7,200 Neighborhood Champions have registered to organize activities leading up to and on Small Business Saturday across the U.S. Those interested can search for Neighborhood Champions in their area, and small business owners can access event ideas and create customizable marketing materials at ShopSmall.com.
The Small Business Saturday Coalition, led by Women Impacting Public Policy (WIPP) and established in 2011, plays another vital role in amplifying the Shop Small message. Comprising national, state and local associations, the Coalition coordinates Small Business Saturday activities with merchants, consumers, small business owners and public officials nationwide.
Celebrate on Social Media
Each year, consumers share their Small Business Saturday experiences on social media, and participants are invited to highlight their favorite independently-owned businesses using #ShopSmall and #SmallBizSat on Facebook, Instagram and Twitter. American Express is also encouraging consumers to RSVP on Facebook for reminders about the nationwide celebration on November 25th.
To learn about and share small business impact in your state, visit www.shopsmall.com/mystate.
Major Companies Support the Initiative
American Express has partnered with numerous Corporate Supporters to build excitement for Small Business Saturday. These companies, which reach millions of small businesses and consumers across e-commerce, retail, telecom, media, hospitality, transportation, and professional services, are instrumental to the day’s success. FedEx is among the participating companies, shipping Shop Small merchandise kits to Neighborhood Champions and small businesses nationwide at no charge and providing free printing services through FedEx Office. Grubhub is assisting restaurants in standing out and optimizing their online presence on Small Business Saturday. Ace Hardware, FTD, Square and Liberty Mutual Insurance are also contributing their support.