Today, the day after Black Friday, is Small Business Saturday, an event promoted since 2010 to motivate more shoppers to spend their cash or credit at local mom-and-pop stores on everything from clothing and toys to high-end electronics and appliances.
The good news: more consumers are getting the message as the event marks its fourth year.
Awareness of Small Business Saturday among U.S. consumers shot up to 44 percent, compared to 34 percent during the same period a year ago, according to the second annual Small Business Saturday Consumer Insights Survey.
Additionally, 77 percent of those aware of the day say they plan to “Shop Small” this year.
The projected increase in shopping activity should come as welcome news to retailers facing the shortest holiday shopping since 2002.
“Small Business Saturday has really resonated with consumers who are eager to show support for their neighborhoods,” said Susan Sobbott, president at American Express OPEN. “Shoppers have made their intentions clear, and we expect Small Business Saturday to be an incredible boon for independent businesses across the country.”
Of those small business owners incorporating Small Business Saturday into their holiday plans, 70 percent say Small Business Saturday will be helpful in attracting new customers and 67 percent will offer discounts to drive consumers to “Shop Small” on November 30.
American Express has created a “Neighborhood Champions” program, working with business organizations to support communities in organizing Small Business Saturday events and activities.
American Express again this year extended a special offer to its card members who shop on Small Business Saturday.
Those who registered an eligible American Express card received a one-time $10 statement credit that they can use to spend $10 or more on today in a single, in-store transaction at a qualifying small business location that appears on the Small Business Saturday Map. Registration was limited at ShopSmall.com.
Here are other findings from the Small Business Saturday survey:
Consumers say they would attend a community event on Small Business Saturday (44%);
Part of the reason consumers are attracted to small businesses is because they are able to find gifts for people who are hard to shop for (70%);
One fifth (21%) of consumers said one of the main reasons they patronize small businesses is because they offer better prices; and
The top five places that consumers plan to shop on Small Business Saturday are food stores (38%), restaurants (37%), clothing stores (35%), bakeries (34%) and gift/novelty stores (31%).