This year’s Small Business Saturday event saw a record amount in sales for small business owners. According “to the 2018 Small Business Saturday Consumer Insights Survey from the National Federation of Independent Business and American Express” $17.8 billion was spend with businesses around the country in support of small firms. The event is in its 9th year of existence and has already helped small businesses increase awareness and sales by billions. According to the report, in addition to the billions garnered in revenue, about “104 million consumers across the U.S. and Puerto Rico said they shopped or dined at independently owned local businesses on Nov. 24 this year.” While this number is lower than last year’s total of 108 million, the dollars spent more than made up for it.
When asked about the day, many small business owners stated that the nationwide promotion on television, radio, and social media does help to increase awareness and sales. According to Retail Dive, most “of those (92%) said that the red-letter day dedicated to local businesses does help garner some attention during the holidays, citing benefits like bringing in more and new customers (74%), improving sales (70%), raising awareness of community-based businesses (69%) and helping the local neighborhood and community prosper (66%).”
For promotion, from “November 1 through November 24, there were more than 715,000 social media posts on Facebook, Instagram and Twitter using #ShopSmall and/or #SmallBizSat, an increase of 18% over 2017.”
In terms of online versus in person, about “42% said they shop at a local retailer that day, with another 41% saying they shopped local online. Even more — 83% —say they encourage others to shop or dine local.”