Last Saturday’s (12.24.18) ninth Small Business Saturday, kicked off the holiday shopping season for consumers and small businesses with record levels of reported spending, according to data released from the 2018 Small Business Saturday Consumer Insights Survey from American Express and the National Federation of Independent Business (NFIB).
Basketball legend and Small Business Saturday spokesman Shaquille O’Neal steps behind the counter at Friedman Shoes in Atlanta, a shop he has been visiting for more than 30 years. | (Photo by Daniel Shirey/Getty Images for American Express)
$17.8 billion | Total reported spending among U.S. consumers who said they shopped at independent retailers and restaurants on Saturday.
$103 billion | Estimated amount of Small Business Saturday customer-spending since the event began in 2010.
104 million | Estimated U.S. consumers who reported shopping or dining at local independently owned businesses.
70% | Percentage of American adults who were aware of Small Business Saturday.
42% | Among all consumers on Saturday, the percentage who shopped with family and friends at independently owned businesses.
“Millions of shoppers came together to show their support for small, independently owned businesses this Small Business Saturday,” said Elizabeth Rutledge, chief marketing officer of American Express, the corporate originator of the day.
Storefront owners say Small Business Saturday is especially important
In a separate, new survey of small business owners with storefronts, American Express and NFIB explored the importance of the holiday shopping season.
29% | The percentage of annual sales that small business owners said they expect during the holiday shopping season
92% | Percentage of storefront business owners who said the day helps their business stand out during the busy holiday shopping season
Benefits of Small Business Saturday, according to owners of storefront small businesses who participated
74% | Brings in more and new customers
70% | Improves sales
69% | Raises awareness of small businesses in their community
66% | Helps local neighborhood and community prosper
Images | GettyImages, American Express