Small Business Saturday – The Results Post
Many of our retailers participated in Small Business Saturday. Here is the Why, What and How!
Small Business Saturday—a shopping day dedicated to local businesses—pops up between Black Friday and Cyber Monday each year. Retailers see the day as a way to kickoff holiday shopping. Shoppers see it as a way to support the local business, and people, in their community. And what many people don’t realize is that Small Business Saturday was created by American Express in 2010 in response to small business owners’ most challenging obstacle – gaining more customers.
According to American Express, 31% of consumers’ holiday shopping will be done at a small business this year, and 82% of shoppers said they plan to patronize a small retailer or restaurant on Small Business Saturday in 2014.
Additionally, according to a 2014 Small Business Saturday results report from the National Federation of Independent Business (NFIB) and American Express:
~ 88 million consumers “shopped small” on the day, up 14.9 percent from just a year ago
~ More than two-thirds of the U.S. population was aware of Small Business Saturday
~ Shopper spending was up this year by 2.1 percent, over 2013
Social media also played its part. According to Inc.com, “More than 126,000 tweets were sent about the day on Saturday, up 10 percent from last year.”
Across the country retailers are loving the day—from Denver to Detroit and Boston to Birmingham here is what people are saying:
~ “Small Business Saturday is one of our busiest days,” Kristen Tait owner of Denver based Decade Gifts explained to the Denver Post, in an article about keeping local dollars local.
~ Even Detroit businesses are reaping rewards. “Entrepreneurs win big with Small Business Saturday” exclaims the Detroit Free Press after hearing from retailers around the city.
~ Kate Layte, owner of Papercuts JP, told the Boston Globe that “people really care about their neighborhoods and know that when they buy at local stores, that money is going to go back into the community.”
~ “No one is going to camp out in front of my door on Friday night,” Wesley Lassen owner of The Cook Store in Birmingham, Alabama told AL.com. “But that’s okay. We’ll let the malls have the early hours. People who shop with us appreciate the fact that they are helping someone they know live their life, not a big corporation.”
Why are shoppers embracing the day? According to Tony Gagliardi, director of the Colorado chapter of the National Federation of Independent Business, “Instead of dealing with temporary workers who don’t know the merchandise [shoppers are talking to trained staff or] directly with the owner, who cares very much about making you happy, so you come back time and time again.”
If you want to learn more about Small Business Saturday so you can participate next year, visit ShopSmall.com where you can download materials to promote the day. This year, more than 610,000 free online tools and materials were accessed by small business owners with even more expected in 2015!