112 Million Americans “Shop Small” As Consumer Awareness Of Day Rises
According to data from a new Post-Small Business Saturday Consumer Insights Survey unveiled by NFIB and American Express, Small Business Saturday 2016 was more successful than in previous years. CNBC reported that “an estimated 112 million shoppers” participated in the Seventh Annual Small Business Saturday on Nov. 26, a 13 percent increase from 2015. The annual shopping day, sponsored by NFIB and American Express, is designed to highlight the importance of shopping at small businesses. The NFIB survey found that 72 percent of US consumers now know about Small Business Saturday, an increase from 70 percent in 2015. The AP reports that the survey also indicated that Small Business Saturday saw record levels of support from communities and local organizations in 2016. “More than 480 organizations joined the Small Business Saturday Coalition, a 13 percent increase over last year,” and roughly 2.1 million small business owners were reached by Neighborhood Champions. Among consumers who “shopped small” on Small Business Saturday, 32 percent reported attending a community event, and 81 percent reported encouraging friends and family to shop or dine small as well. Social media marketing for Small Business Saturday has also increased: So far this month, tere were 135 million social media engagements in support of Small Business Saturday, up from 85 million in 2015.
What This Means For Small Businesses
In an op-ed in the Harrisburg (PA) Patriot-News, NFIB President and CEO Juanita Duggan noted that “small business represents 99.7 percent of all U.S. employers, and they provide jobs for 58 million Americans.” She pointed out that “for many local retail businesses, the holiday shopping season is a make-or-break time, and Americans who want to support their communities and the economy should remember to shop small.”
Additional Reading
Newsday (NY) and the Des Moines (IA) Business Record also covered the latest survey data for Small Business Saturday.
Note: this article is intended to keep small business owners up on the latest news. It does not necessarily represent the policy stances of NFIB.
