U.S. Consumers Spent $5.5 Billion On Small Business Saturday

This year’s Small Business Saturday exceeded expectations, bringing in $5.5 billion — $2 million more than expected, according to the National Federation of Independent Business (NFIB), in reference to pre-holiday surveys.

Through efforts from NFIB and American Express, consumer awareness of Small Business Saturday reached 67% by the event on November 24, up from 34% just two weeks prior. Of those aware, nearly half (47%) shopped on Small Business Saturday, according to the Small Business Saturday Consumer Insights Survey of 800 adult males and females, conducted by NFIB and American Express.

Additionally, American Express said Cardmember transactions at small business merchants rose approximately 21% compared to last year’s Small Business Saturday. Small business merchants, as defined by American Express, include any independently owned small businesses that accept American Express Cards in retail and restaurant industry categories such as general merchandise, apparel and accessories, furniture and home furnishings, books, music, electronics, eating and drinking establishments.


 Widespread Support Across The U.S.
The 2012 Small Business Saturday event received support and attention from consumers, businesses and government executives:

  • Elected officials in all 50 states and Washington, D.C. championed Small Business Saturday – including President Obama and many senior government officials.
  • The U.S. Senate unanimously passed a Small Business Saturday Resolution, which supports efforts to encourage consumers to shop locally and increase awareness of the value of locally owned small businesses. The resolution received bi-partisan support from more than 40 co-sponsors.
  • More than 350 small business organizations supported the nationwide initiative with more than 50 Chambers of Commerce and 60 groups organizing events and activities in support of the day.
  • 155 corporations, such as FedEx, Twitter, AOL/Patch and Clear Channel, banded together to promote shopping at small merchants for Small Business Saturday.
  • More than 3.2 million Facebook users “liked” the Small Business Saturday Facebook page.
  • More than 213,000 tweets were sent in support of Small Business Saturday in November, many leveraging the hashtags #smallbizsat and #shopsmall. This includes consumers spreading the word about the national initiative and business owners promoting offers they created specifically for the day.
  • 40,000 people received $25 Shop Small American Express gift cards courtesy of FedEx for use at small merchants on November 24.

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