Small Business Saturday provides Big Boost

In spite of a shorter shopping season and challenging economic environment, Small Business Saturday helped jump start the holiday shopping season for small businesses across the country. According to the second installment of the 2013 Small Business Saturday Consumer Insights Survey, released by the National Federation of Independent Business (NFIB) and American Express, consumer awareness of Small Business Saturday across the U.S. jumped to 71% from 67% during the same period a year ago.  Of those aware, 46% said they shopped on Small Business Saturday. With awareness up, the end result was increased spending at small businesses. This year, consumers who were aware of Small Business Saturday reported spending $5.7 billion with independent merchants on the day, an increase of 3.6% from a strong $5.5 billion in 2012. The Small Business Saturday Consumer Insights Survey was conducted among a nationally representative sample of 1,000 males and females 18 years of age or older.  The sample was collected using an email invitation and an online survey. The study was conducted anonymously by Redshift Research between November 30th and December 1st, 2013. The survey has a margin of error of +/- 5.47%, at the 95% level of confidence.