Sometimes lost among the frenzy surrounding Black Friday is the fact that the very next day might be the better shopping day for consumers. Small Business Saturday is a relatively new tradition but has quickly entrenched itself in the American holiday season as a day small businesses and local shoppers look forward to.
As much was made clear in research on this year’s Small Business Saturday released by the National Federation of Independent Business and American Express. The survey found despite a shortened shopping season and persistent economic uncertainty, consumers spent $5.7 billion at small businesses on the day, a 3.6 percent boost from Small Business Saturday 2012.
Overall, 71 percent of U.S. consumers were aware of Small Business Saturday, up from 67 percent who said the same a year ago. Forty-six percent of those in the know said they participated in Small Business Saturday.
“In just four years, the nation has adopted Small Business Saturday and made it part of the holiday shopping tradition,” said Susan Sobbott, president of American Express OPEN. “On November 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.”
Small businesses, big shoppers
While scores of entrepreneurs enjoyed the business of local customers new and old, a few more were treated to special shoppers. President Barack Obama visited a Washington, D.C., book store, where the Washington Post reported he bought 21 books as holiday gifts.
The NFIB and American Express survey said 41 governors issued Small Business Saturday proclamations, highlighting the top-to-bottom support for the day.
As entrepreneurs use Small Business Saturday as a launchpad for their holiday sales efforts, some may extend discounts and other complementary services like gift-wrapping to attract customers and gain their loyalty. Those needing financing to aid such initiatives can contact a small business lender like National Funding for all the help they need.