Small business owners embrace the day; the impact is felt on every corner. In 2017, an estimated
108 million consumers reported shopping or dining at local independently-owned businesses on Small Business Saturday — equating to roughly 43% of Americans.1
1 The statistic cited is an estimate based on projections from a nationally representative sample of adult consumers as reported in the post-2017 Small Business Saturday Consumer Insights Survey commissioned by American Express and the National Federation of Independent Businesses. The Survey gathered self-reported data and does not reflect actual receipts or sales.