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Shop Local on Small Business Saturday


‘Tis the season to Shop Small! On main streets across America, small businesses are getting ready to welcome customers on Small Business Saturday, celebrated this year on Nov. 25. Results from the 2017 Small Business Saturday Consumer Insights Survey, released by the National Federation of Independent Businesses (NFIB) and American Express, show six in ten (61 percent) U.S. consumers are aware of Small Business Saturday going into the day, and of those, 82 percent plan to shop at a small, independently owned retailer or dine at a small, independently-owned restaurant on the day.

Created by American Express in 2010 as a way to help small businesses get more customers, Small Business Saturday is held annually on the Saturday following Thanksgiving. Now entering its eighth year, the day is embraced by independent merchants of all kinds — from traditional brick and mortar retailers to service providers to e-commerce businesses. And as consumer shopping habits continue to evolve, they are prioritizing small businesses – even those online: the report found that 59 percent of consumers said they are likely to seek out a small, independently-owned retailer when shopping online on Small Business Saturday.

“Small Business Saturday provides people an opportunity to discover and celebrate the variety of small businesses that make their communities thrive,” said Elizabeth Rutledge, Executive Vice President, Global Advertising & Brand Management at American Express. “Beyond visiting their favorite go-to spots, shoppers say Small Business Saturday inspires them to visit places they have not been to before and would not have otherwise tried.”

Among those who are aware and who plan to shop on Small Business Saturday this year, 65 percent say the main reason they will support local, independently-owned retailers and restaurants is because they value the contributions small businesses make to their community.

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