112 Million Shoppers and Diners Enjoyed Small Business Saturday
Small Business Saturday enjoyed its 7th year this past Saturday, November 26, and it appears to have been the most popular Small Business Saturday event to date.
According to an American Express and the National Federation of Independent Business (NFIB) report, The Small Business Saturday Consumer Insights Survey, 72% of Americans were aware of Small Business Saturday this year. A total of 112 million Americans shopped or dined at local businesses on that date, which was a 13% increase from 2015.
Among those who shopped, 32% reported attending a community event, and 81% encouraged family and friends to shop or dine at small, locally-owned retailers and restaurants.
Not only did shoppers flock to Small Businesses, the annual event also saw record levels of support from local organizations and communities. More than 6,700 Neighborhood Champions created local events in their communities, a 63% increase from last year. Also, 2.1 million small businesses were reached through the Neighborhood Champion program.
“Small businesses across the nation are often run by the friends, family, and neighbors that we know well, so supporting them is not only personal but critical to their success,” said NFIB CEO and President Juanita Duggan. “Partnering with American Express to promote the awareness and importance of shopping small is something we are very proud of, and look forward to continuing the success of Small Business Saturday.”