The Big Success of this Year’s Small Business Saturday

Date: November 29, 2016

The event set a new record on Nov. 26, with the future looking ever-so-bright.

Small Business Saturday just proved it can run with the big dogs. 

The shopping event, which comes after Black Friday and before Cyber Monday, more than held its own this year with some record-breaking numbers


Around 112 million shoppers spent money at small businesses Nov. 26, a 13 percent increase from 2015, according to NFIB and American Express’ Small Business Saturday Consumer Insights Survey. Also, more than 6,700 small businesses and organizations across the nation signed up to be Neighborhood Champions, marking a 63 percent increase from 4,100 small businesses and organizations the year before. 

An uptick in awareness helps explain the success: 72 percent of consumers were aware of this year’s Small Business Saturday, compared with 70 percent of consumers in 2015, according to CNBC.

And how were these people made aware of the event? Probably through social media, which has seen 135 million engagements so far this month in relation to Small Business Saturday, another record-breaking figure compared with last year’s 85 million engagements. 

“It’s exciting for us to see the record number of consumers who came out in support of independently owned businesses on Small Business Saturday,” said Elizabeth Rutledge, EVP of Global Advertising and Media at American Express. “People across the country are aware of the benefits that small businesses can bring to the community, and the momentum that was started seven years ago with the first Small Business Saturday continues to build.” 

While 2016’s Small Business Saturday may be over, it’s not too early to start thinking about improvements for next year. Forbes shared this advice from a Queens, NY, official: 

“I would say that as a community-based storefront, we benefited the most by meeting with our community influencers and stakeholders ahead of time to strategize on making the most out of this one day,” wrote Sante Antonelli, Business Services director at the Queens Economic Development Council and the Made in Queens retail shop in New York. 

“We agreed to engage in active email marketing, social media marketing, and word of mouth publicity for this annual event,” he continued. “We discussed creating value for shoppers by offering them a map of stores participating in small business Saturday. We also offered a promotion to those shoppers who purchased at three or more stores. We pointed them to neighboring stores on their way out and invited them to sign onto our mailing list to invite them back for other in store community-based events after Small Business Saturday, which we do year-round.” 


‘Tis The Season: Make the Most of 2016’s Small Business Saturday 

Small Businesses Poised for Saturday Shopping Event 

2016 Holidays: Give Yourself the Gift of Increased Revenue

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