MORE SO THAN EVER, SHOPPERS PLANNING TO VISIT A SMALL BUSINESS THIS WEEKEND

DOVER (November 23, 2015)–As
small business owners across the nation gear up for Small Business Saturday this week, a record number of
shoppers are making plans to support their favorite local businesses. According
to the fourth-annual Small Business Saturday Consumer Insights Survey, released
by the National Federation of Independent Businesses (NFIB) and American Express, supporting local small
businesses continues to be a priority for shoppers nationwide.

“Black Friday shopping has
become so absurd it was only a matter of time before people starting pushing
back and demanding an experience that did not require them to check their
dignity at the door. Thankfully, that has left people with an even deeper
appreciation of the small business shopping experience,” according to Mike
O’Halloran, NFIB Delaware state director.

Small Business Saturday was
created by American Express in 2010 as a response to small business owners’
most pressing need: getting more customers. Held on the Saturday following Thanksgiving,
Small Business Saturday helps rally communities to support local businesses. As
Small Business Saturday enters its sixth year, 55 percent of U.S. consumers
report they are aware of the day – the highest figure yet recorded – and even
more encouraging, 83 percent say Small Business Saturday inspires them to Shop
Small all year long.

“Small business Saturday is
dedicated to increasing awareness of the hard working small business owners
that are just around the corner from our homes. Supporting them often means
supporting the same people that sponsor our local sporting events and are
pillars in our community,” Continued O’Halloran.

Additional findings from the
Small Business Saturday Consumer Insights Survey include:

• 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

“The results of this year’s
survey are promising and our members are certainly gearing up for a very busy
weekend this weekend. Shopping small, especially during the holiday season has
become a true community wide event,” Concluded O’Halloran.