The second-annual Small Business Saturday gave a boost to Main Street
merchants and spurred an estimated 103 million Americans to shop at
independently-owned small businesses. That is up from a pre-Thanksgiving
forecast of 89 million. Increased awareness of the day and dozens of
locally organized initiatives helped merchants leverage the wave of
consumer support. This year, public awareness of Small Business Saturday
rose to 65 percent compared to 37 percent in 2010.
"Millions of Americans turned out to support local merchants and made
this year’s Small Business Saturday a big success,” said Kenneth I.
Chenault, chairman and chief executive officer, American Express. "We
want to thank all the consumers, public officials, community
organizations, chambers of commerce and corporate partners who were part
of the movement. By supporting small businesses across America, they are
helping to create jobs, boost the economy and preserve our
Support from Every Corner of the Country
Public awareness of Small Business Saturday rose to 65% from 37% in
Elected officials in all 50 states and Washington D.C. championed
Small Business Saturday –including President Obama, who took his
daughters on a shopping trip to an independent bookstore a few blocks
from the White House.
White House Senior Adviser Valerie Jarrett, Small Business
Administrator Karen Mills and Deputy Administrator Marie Johns
supported Small Business Saturday efforts and shopped at local
businesses in Chicago, Boston and Washington D.C., respectively.
The U.S. Senate unanimously passed a resolution, cosponsored by the
bipartisan leadership of the Senate Committee on Small Business and
Entrepreneurship, Senators Mary Landrieu and Olympia Snowe,
designating November 26 as Small Business Saturday.
More than 230 small business advocate groups, public and private
organizations supported the nationwide initiative.
Seventy-five corporations, such as FedEx, Facebook and Google, banded
together to promote shopping at small merchants for Small Business
More than 2.7 million Facebook users "liked” the Small Business
Saturday page – more than doubling the 1.2 million "likes” in 2010.
Nearly 195,000 tweets
were sent in support of Small Business
Saturday in November, many leveraging the hashtags
#smallbusinesssaturday and #smallbizsat. This includes consumers
spreading the word about the national initiative and business owners
promoting offers they created specifically for the day.
Shoppers Embrace Small Business Saturday
An estimated 103 million Americans shopped at independently-owned
small businesses on November 26th.
American Express saw a 23% increase in Cardmember transactions at
small business merchants1 on Small Business Saturday.
Hundreds of thousands of consumers registered their American Express
cards to receive $25 statement credits when they shopped at a small
business on Small Business Saturday.
40,000 people received $25 Shop Small American Express gift cards
courtesy of FedEx for use at small merchants on November 26th.
Small Business Owners Make the Day their Own
More than 500,000 small business owners leveraged an online tool or
promotional materials for Small Business Saturday.
15,000 small businesses signed up and received free Facebook
advertising to promote their products and services in the run up to
Small Business Saturday.
For updates on the annual initiative, visit http://facebook.com/smallbusinesssaturday.
About Small Business Saturday
November 26th marked the second annual Small
Business Saturday, a day to support the local businesses that create
jobs, boost the economy and preserve neighborhoods around the country.
Small Business Saturday (SBS) was created in 2010 in response to small
business owners' most pressing need: more customers.
About American Express OPEN®
American Express OPEN is the leading payment card issuer for small
businesses in the United States and supports business owners with
products and services to help them run and grow their businesses. This
includes business charge and credit cards that deliver purchasing power,
flexibility, rewards, savings on business services from an expanded
lineup of partners and online tools and services designed to help
improve profitability. Learn more at www.OPEN.com
and connect with us at openforum.com
American Express is a global services company, providing customers with
access to products, insights and experiences that enrich lives and build
business success. Learn more at www.americanexpress.com
and connect with us on www.facebook.com/americanexpress,
1 Small business merchants” include any independently owned
small businesses that accept American Express Cards in retail and
restaurant industry categories such as general merchandise, apparel and
accessories, furniture and home furnishings, books, music, electronics,
eating and drinking establishments. Large, national chains, franchised
business locations and government agencies are not included in this
subset of the overall American Express merchant base.