American Express’s Small Business Saturday Spending Reaches $19.6B

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.

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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 and the National Federation of Independent Business (NFIB).

“We all came together on Saturday to prove that shopping small really does add up. 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.” – Elizabeth Rutledge, Chief Marketing Officer, American Express 

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.

How did your sales go on Small Business Saturday?

Please use the comments section below or head over to our Facebook Group for Small Business Sellers and interact with other small business owners.

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READ MORE: American Express launches new cash back card for small businesses