Survey: 67 Percent to “Shop Small Business” This Season


Lexington, KY - This week kicks off the holiday shopping season, and tens of millions of Americans will be out supporting their local communities by shopping at small businesses on the Saturday after Thanksgiving.

The day has been designated “Small Business Saturday” by the National Federation of Independent Businesses (NFIB).

According to the Small Business Consumer Insights Survey, released by the NFIB and American Express, of those familiar with Small Business Saturday, 67 percent are planning to “shop small” on November 24th (versus 44 percent who said they shopped at a small business on Small Business Saturday in 2011).
The survey reports 70 percent of consumers who shopped on Small Business Saturday in 2011 plan to do so again in 2012. Those 70 percent will spend more or the same amount this year, and will spend an average of $100. The top five places that consumers plan to shop on Small Business Saturday are restaurants (52 percent), bakeries (35 percent), clothing stores (34 percent), gift shops (31 percent) and book shops (29 percent).
The number one reason that consumers plan to support small businesses
on November 24th is they value the contributions small businesses make to
their community (76 percent), while the number two reason was better
customer service (59 percent).
50 percent of those planning to shop on Small Business Saturday plan to
“shop small” with a friend. 67 percent of consumers plan to eat out at small, independently-owned restaurant on Small Business Saturday this year.

Word-of-mouth is the top way that consumers find small, independently
owned shops and restaurants in their communities (79 percent).

The Small Business Saturday Consumer Insights Survey was conducted among a nationally representative sample of 1000 males and females 18 years of age or older.

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