Small Business Saturday Impact Reached Record High

Storefront on Small Business Saturday
Atmosphere is seen during the American Express small business event at Oddfellows Ice Cream on Saturday, Nov. 30, 2019 in New York. (Andrew Kelly/American Express via AP Images)

2019 marked the 10th anniversary of Small Business Saturday. It’s a day when consumers are encouraged to shop and eat at local businesses in their communities. The start of the holiday season represents a crucial time for many small business owners across the country.

Every year, American Express comes together with many economic and community development organizations as well as public officials. Their goal is to raise awareness of Small Business Saturday and promote shopping local. CAMEO and many of our members are part of this campaign.

These efforts have paid off, as reported in a recently-released survey from American Express and the National Federation of Independent Business. In 2019, consumers reported spending a total of $19.6 billion at independent retailers and restaurants on Small Business Saturday, November 30. That is a record-high and a 10% increase from 2018.

And it’s not just shopping on Small Business Saturday that has seen an impact. The survey data shows that 70% of consumers are aware of the holiday. Of those who shopped on November 30, 97% agree that small businesses are essential to their community. 95% said this day made them want to support their local businesses all year long.

It is safe to say that Small Business Saturday has become a resounding success. It is also a welcome boon to many independent retailers who depend heavily on the holiday season. Now it is time to take it one step further and promote shopping local throughout the year – emphasizing the importance of small business for economic mobility and thriving communities.