Small Business Saturday is an annual American holiday that celebrates local entrepreneurs and encourages shoppers to buy from small business...

Small Business Saturday statistics in 2022 #1

Small Business Saturday is an annual American holiday that celebrates local entrepreneurs and encourages shoppers to buy from small businesses in their area. In 2022, Small Business Saturday falls on November 26. 

In 2021, 51 million shoppers participated in Small Business Saturday. (National Retail Federation) Nearly 6 in 10 (59 percent) holiday shoppers plan to participate in Small Business Saturday 2022—more than Black Friday (56 percent). 

33.2 million small businesses currently operate in the U.S. (Small Business Administration) Small businesses generated 12.9 million net new jobs over the past 25 years, accounting for two out of every three jobs added to the economy. (SBA) 
What is Small Business Saturday? 

The idea behind Small Business Saturday is to inspire consumers to patronize local enterprises during the highly profitable pre-holiday shopping season. It takes place on the Saturday after Thanksgiving, which is traditionally the busiest shopping period of the year. 

According to American Express, U.S. shoppers spent over $20 billion on Small Business Saturday in 2021. Capturing at least some of the shopping activity between Thanksgiving day to Cyber Monday, this year on November 28, is crucial to the success of small businesses. The NRF reported that 180 million Americans shopped during this five-day span. 
How did Small Business Saturday get started? 

American Express, in partnership with the non-profit National Trust for Historic Preservation, Boston Mayor Thomas M. Menino, and Roslindale Village Main Street, started Small Business Saturday in 2010. That year American Express bought advertising inventory on Facebook and gave it to its small merchant account holders, as well as giving rebates to new customers to promote the event. 

In 2011, the Senate unanimously passed a resolution supporting the holiday, and it quickly became honored in all 50 states. The day not only drives customers to local ventures, but is positive for employment, economic well-being and neighborhood vitality in the community.

Each year after, small business Saturday has generated increased sales. In 2021, American Express reported that Small Business Saturday reached an all-time high with an estimated $23.3 billion in U.S.
 consumer spending. From 2010 to 2019, American Express reported that approximately $120 billion has been spent.

How consumers are approaching Small Business Saturday
A 2021 CNBC Momentive Small Business Survey found that 34 percent of Americans planned to shop on Small Business Saturday, up from the year prior, but significantly lower than in the years before the pandemic.

Instead of going to local brick-and-mortar shops, they went online.
According to research conducted by ActiveCampaign, 30 percent of consumers said they do want to support small businesses over big brands, however, saying they’re aware of these businesses’ struggles. 

The 2021 LendingTree survey discovered that 63 percent of Americans know a small business in their community that permanently closed due to the pandemic.