Small Business Saturday Outperforms Black Friday, Cyber Monday Online Sales

Date: December 04, 2019

Washington, D.C. (Dec. 4, 2019) – U.S. shoppers spent a record high of an estimated $19.6 billion at independent retailers and restaurants this Small Business Saturday, compared with $14.6 billion spent online during Black Friday and Cyber Monday, according to recently released studies. According to the 2019 Small Business Saturday Consumer Insights Survey from American Express and NFIB and figures from Adobe Analytics, Small Business Saturday outperformed both Black Friday ($5.4 billion) and Cyber Monday ($9.2 billion).

“This year’s Small Business Saturday sales set a stunning record, eclipsing Black Friday and Cyber Monday online sales,” said NFIB President and CEO Juanita D. Duggan. “These figures underscore the importance of the world’s third largest economy, small businesses, and the need to support them year-round.”

According to the 2019 Small Business Saturday Consumer Insights Survey, 97% of consumers who shopped on Small Business Saturday agree that small businesses are essential to their community and 95% reported the day makes them want to shop or eat at small, independently-owned businesses all year long, not just during the holiday season.

Shoppers this year are conscious of the positive effects small businesses have in their community. A vast majority of respondents who shopped on Small Business Saturday (96%) agree that shopping at small, independently-owned businesses supports their commitment to making purchases that have a positive social, economic and environmental impact.

Small Business Saturday is a partnership between American Express and NFIB, intended to bring more customers to their community’s small businesses. Last year, shoppers spent an estimated $17.8 billion.

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