Shoppers Show Up for Small Business Saturday

U.S. consumers spent nearly $20 billion at local independent retailers and restaurants.

December 04, 2019

NASHVILLE, Tenn.—U.S. shoppers flocked to their local, independent retailers and restaurants on Small Business Saturday, spending $19.6 billion, according to the 2019 Small Business Saturday Consumer Insights Survey from American Express and the National Federation of Independent Business (NFIB), the Tulsa World reports.

This annual survey estimated that Small Business Saturday has grown to more than $120 billion since its inception nine years ago. “We all came together on Saturday to prove that shopping small really does add up,” said Elizabeth Rutledge, chief marketing officer at American Express. “We are thrilled to report that shoppers are increasingly making a conscious effort to shop small and support their local communities.”

The credit card company came up with Small Business Saturday to help small business owners connect with more customers. This year’s survey found that seven in 10 Americans were aware of the day. Shoppers this year are conscious and considering the impact 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.

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.