Small businesses reported a 3.6 percent increase in sales at the beginning of the holiday shopping season—the result of increased awareness of Small Business Saturday.
According to a survey released by the National Federation of Independent Business and American Express, consumer awareness of Small Business Saturday rose from 67 percent in 2012 to 71 percent. Of those who were aware of the day, 46 percent shopped.
“In just four years, the nation has adopted Small Business Saturday and made it part of the holiday shopping tradition,” Susan Sobbott, the president of American Express OPEN, said. “On Nov. 30, we saw a continuation of this growing trend as communities around the country came together to celebrate local businesses and helped drive consumers to Shop Small on the day.”
Sales rose from $5.5 billion in 2012 to reach $5.7 billion this year.
“In an uncertain economy, America’s small businesses have remained a beacon — creating good jobs and supporting the families they employ and the communities around them,” NFIB CEO Dan Danner said. “We are very pleased that so many Americans sought to give back by shopping small this Small Business Saturday. We hope that support of small firms, retailers, restaurants and other independent businesses continues throughout the holiday season and all year round. Continued support of this vital sector is one important way to ensure our economy fully recovers and a healthy private sector is restored.”