Americans Spent $20B on Small Business Saturday

U.S. shoppers who shopped at independent retailers and restaurants on Small Business Saturday, November 30, 2019, reported spending a record high total of an estimated $19.6 billion, according to the 2019 Small Business Saturday Consumer Insights Survey from American Express and the National Federation of Independent Business (NFIB).

“We all came together on Saturday to prove that shopping small really does add up,” said Elizabeth Rutledge, Chief Marketing Officer at American Express. “We are thrilled to report that shoppers are increasingly making a conscious effort to Shop Small and support their local communities, and over the past 10 years consumers reported spending an estimated total of more than $120 billion at small businesses on Small Business Saturday.”

Small Business Saturday was created 10 years ago by American Express in response to small business owners’ most pressing need: getting more customers. Today, the day has become a national tradition with seven in ten (70%) American adults surveyed by American Express and NFIB reporting being aware of the day. Shoppers this year are conscious and considering the impact small businesses have in their community. A vast majority of respondents who shopped on Small Business Saturday (96%) agree that shopping at small, independently-owned businesses supports their commitment to making purchases that have a positive social, economic and environmental impact.

MAKE AN IMPACT BY SHOPPING SMALL THROUGHOUT THE YEAR
According to the 2019 Small Business Saturday Consumer Insights Survey, 97% of consumers who shopped on Small Business Saturday agree that small businesses are essential to their community and 95% reported the day makes them want to shop or eat at small, independently-owned businesses all year long, not just during the holiday season. American Express is hoping to inspire Card Members to make the conscious decision to Shop Small year-round by recognizing their spending at small merchants.

Beginning this year, Card Members will receive personalized communications that highlight how their Shop Small spending can add up.

“We are committed to helping small merchants grow their businesses, whether it is through marquee initiatives like Small Business Saturday in the U.S., helping to prevent fraud, or introducing new policies and programs that make accepting American Express easier and more seamless,” said Anré Williams, Group President of Global Merchant & Network Services for American Express. “We are proud that more than three million new places in the U.S. started to accept American Express over the past three years, and we look forward to continuing to demonstrate the many ways that welcoming American Express is good for business.”

ABOUT SMALL BUSINESS SATURDAY
November 30th was the tenth annual Small Business Saturday, proudly backed by American Express. Dedicated to supporting the diverse range of local businesses that create jobs, help boost the economy, and enhance neighborhoods around the country, Small Business Saturday was created by American Express in 2010 in response to small business owners’ most pressing need: getting more customers. Learn more at and connect with us on ShopSmall.cominstagram.com/shopsmallfacebook.com/SmallBusinessSaturday.

ABOUT SHOP SMALL
Shop Small is a nationwide movement to support small, independent businesses and call attention to the valuable and distinct contributions they make to their communities and the economy. Shop Small celebrates small businesses ranging from retail stores and restaurants to fitness studios and salons, and everything in between. The Shop Small movement was spurred by the widespread participation in Small Business Saturday, a day founded in 2010 by American Express. This national holiday shopping tradition is dedicated to celebrating small businesses and driving more customers through their doors on the Saturday after Thanksgiving. November 30, 2019 marks the tenth annual Small Business Saturday, proudly backed by American Express. Learn more and connect with us on ShopSmall.cominstagram.com/shopsmallfacebook.com/SmallBusinessSaturday.