SURVEY: Record Number of Shoppers Gearing Up for Small Business Saturday

The survey said a record 55 percent of U.S. consumers are aware of Small Business Saturday, while 83 percent say Small Business Saturday makes them want to shop local and shop small all year long.

“That’s really encouraging,” said Jim Brown, Tennessee state director of the National Federation of Independent Business. “When you shop local and shop small, you’re supporting your community. When you shop at a chain store, most of the money goes back to some corporate office somewhere else, but when you support small, most of that money stays here at home.”

According to the fourth-annual Small Business Saturday Consumer Insights Survey:

• 80% of consumers 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 average, consumers are planning to do 35% of their holiday shopping at small businesses
• 45% of consumers who expect to shop on the day plan to spend more on Small Business Saturday this year than they spent last year
• Almost two-thirds (64%) of consumers who plan to shop on Small Business Saturday are motivated by the contributions that small businesses make to their community

According to the U.S. Small Business Administration, small businesses account for most of the jobs in this country, and small businesses create most of America’s net new jobs.

“You probably don’t know the owner of a big department store, but there’s a good chance you know a few small-business owners,” Brown said. “They’re your friends and neighbors. They’re some of the most generous supporters of civic groups, local charities, youth sports, schools and virtually every other form of community activity. They’re what make our communities strong.”

What’s more, small businesses often sell merchandise—and provide a level of service—that you simply can’t find at a chain store, he said. “Instead of dealing with temporary workers who don’t know the merchandise, there’s a good chance you’ll be dealing directly with the owner who cares very much about making you happy so you’ll come back time and again throughout the year.”

The Small Business Saturday Consumer Insights Survey was conducted among a nationally representative sample of 1,847 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 October 19-27, 2015. The survey has an overall margin of error of +/- 2.3%, at the 95% level of confidence. 

To learn more about what NFIB is doing to help small businesses promote the sales event, visit www.NFIB.com/smallbusinesssaturday.