Just how much did consumers open their wallets at locally owned small businesses on Small Business Saturday? According to a new survey, they spent $5.7 billion, a 3.6 percent increase over 2012’s event.
The survey, conducted by American Express and the National Federation of Independent Business, tallied how much shoppers spent who were aware of the annual event that encourages cardholders to “Shop Small.” (Of course, the total effect of the day is difficult to gauge due to other factors that could influence sales, as BusinessWeek points out.)
Despite projections that overall holiday sales could be meager this year, the strong results of Small Business Saturday reflect a growing awareness of the day among consumers and enthusiasm for supporting local small businesses. Forty-one governors issued proclamations in support of the day and more than 3.3 million Americans have “liked” the Small Business Saturday Facebook page.
Several celebrities were also actively showing their support of the day, and even President Obama went to Washington D.C. independent bookstore Politics & Prose and bought 21 books.
“We are very pleased that so many Americans sought to give back by shopping small this Small Business Saturday,” said NFIB CEO Dan Danner. “We hope that support of small firms, retailers, restaurants and other independent businesses continues throughout the holiday season and all year round.”
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