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Greater Consumer Awareness To Fuel More Shopping On Small Business Saturday, According To NFIB/American Express Research

Consumers across the country say they’ll rally behind one of the most important shopping days on the calendar for small businesses – Small Business Saturday. A day created to address one of small business owners’ most pressing needs – more customers. According to the second annual Small Business Saturday Consumer Insights Survey, awareness of Small Business Saturday among U.S. consumers shot up to 44% compared to 34% during the same period a year ago. In addition, 77% of those aware of the day say that they plan to “Shop Small” this year. That translates to tens of millions of -consumers across America who say they plan to patronize a small business on November 30 th, the Saturday after Thanksgiving. The forecasted increase in shopping activity should come as welcome news to retailers facing the shortest holiday shopping since 2002.

“Small Business Saturday has really resonated with consumers who are eager to show support for their neighborhoods,” said Susan Sobbott, president at American Express OPEN. “Shoppers have made their intentions clear, and we expect Small Business Saturday to be an incredible boon for independent businesses across the country.”

Additional findings from the Small Business Saturday Consumer Insights survey include:
  • Consumers say they would attend a community event on Small Business Saturday (44%);
  • Part of the reason consumers are attracted to small businesses is because they are able to find gifts for people who are hard to shop for (70%);
  • One fifth (21%) of consumers said one of the main reasons they patronize small businesses is because they offer better prices; and
  • The top five places that consumers plan to shop on Small Business Saturday are food stores (38%), restaurants (37%), clothing stores (35%), bakeries (34%) and gift/novelty stores (31%).

”When people shop at small and independent businesses, they are giving back to their communities in a big way,” said NFIB President and CEO Dan Danner. “It is very encouraging to see that the intent to “Shop Small” grows each year and we expect this year’s Small Business Saturday to be a great success for Main Street.”

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