American Express’ 10th Annual Small Bus. Saturday® Hits a Record High with an Estimated $19.6 Billion in Reported Spending
02 Décembre 2019 - 4:09AM
Business Wire
AN ESTIMATED 110 MILLION SHOPPERS, UP FROM 2018, POSITIVELY
IMPACTED COMMUNITIES BY CHOOSING TO SHOP SMALL® ON NOVEMBER
30TH
As the holiday shopping season kicks off, shoppers from coast to
coast made an impact at small businesses on the 10th annual Small
Business Saturday, held on November 30, 2019. New data released
today found U.S. shoppers who shopped at independent retailers and
restaurants on Small Business Saturday 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 (NYSE:AXP) and the National Federation of Independent
Business (NFIB).i
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“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 Saturdayii.”
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 THE 2019 SMALL BUSINESS SATURDAY CONSUMER INSIGHTS
SURVEY The 2019 Small Business Saturday Consumer Insights
Survey was conducted by Teneo on behalf of American Express and the
National Federation of Independent Business (NFIB). The study is a
nationally representative sample of 2,287 U.S. adults 18 years of
age or older. The sample was collected using an email invitation
and an online survey. The study gathered self-reported data and
does not reflect actual receipts or sales. It was conducted
anonymously on December 1, 2019. The survey has an overall margin
of error of +/- 2.0%, at the 95% level of confidence. Projections
are based on the current U.S. Census estimates of the U.S. adult
population, age 18 years and over.
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.com, instagram.com/shopsmall,
facebook.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.com, instagram.com/shopsmall,
facebook.com/SmallBusinessSaturday.
ABOUT NFIB For more than 75 years, NFIB has been
advocating on behalf of America’s small and independent business
owners, both in Washington, D.C., and in all 50 state capitals.
NFIB is nonprofit, nonpartisan, and member-driven. Since our
founding in 1943, NFIB has been exclusively dedicated to small and
independent businesses, and remains so today. For more information,
please visit nfib.com.
ABOUT AMERICAN EXPRESS American Express is a globally
integrated payments company, providing customers with access to
products, insights and experiences that enrich lives and build
business success. Learn more at americanexpress.com, and connect
with us on facebook.com/americanexpress,
instagram.com/americanexpress,
Linkedin.com/company/american-express, twitter.com/americanexpress,
and youtube.com/americanexpress.
i The 2019 Small Business Saturday Consumer Insights Survey was
conducted by Teneo on behalf of American Express and the National
Federation of Independent Business (NFIB). The study is a
nationally representative sample of 2,287 U.S. adults 18 years of
age or older. The sample was collected using an email invitation
and an online survey. The study gathered self-reported data and
does not reflect actual receipts or sales. It was conducted
anonymously on December 1, 2019. The survey has an overall margin
of error of +/- 2.0%, at the 95% level of confidence. Projections
are based on the current U.S. Census estimates of the U.S. adult
population, age 18 years and over.
ii This spend statistic is an aggregate of the average spend as
reported by consumers who shopped small on SBS in surveys
commissioned by American Express reporting spend habits on Small
Business Saturday since 2012. It does not reflect actual receipts
or sales. Each such survey was conducted online among a nationally
representative sample of U.S. adults. The data was projected from
the samples based on then- current U.S. Census estimates of the
U.S. adult population (18+).
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AMERICAN EXPRESS Megan Hunsicker 212-238-0291
megan.c.hunsicker@aexp.com
NFIB Adam Temple 202-406-4450 adam.temple@nfib.org
M BOOTH John McLaughlin 212-539-3236 johnm@mbooth.com
American Express (NYSE:AXP)
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