Small Business Saturday® Results: 112 Million Consumers Shop and Dine Small on Small Business Saturday – More Than Ever Before

More than 6,700 small businesses and organizations signed up to be
Neighborhood Champions, a 63% increase from approximately 4,100 in 2015

NEW YORK–(BUSINESS WIRE)–As Small Business Saturday wrapped up its seventh year on Saturday,
November 26th, the outpouring of support for local businesses
across the country hit record highs with 72% of U.S. consumers aware of
the day. More shoppers reported visiting local independent
businesses on Small Business Saturday this year than ever before,
according to results from the Small Business Saturday Consumer
Insights Survey
, released today by the National
Federation of Independent Business
(NFIB) and American Express. This
year, an estimated 112 million consumers reported shopping at small
businesses on Small Business Saturday, marking a 13 percent increase
from 2015.

Small Business Saturday saw record levels of support from communities
and local organizations in 2016. More than 6,700 Neighborhood Champions
from the Great Lakes to the Gulf Coast and from the Pacific Northwest to
New England rallied local businesses and created events in their
communities for Small Business Saturday — an increase of 63 percent over
last year. Additionally, the estimated number of small business owners
reached through the Neighborhood Champion program was 2.1 million.

More than 480 organizations joined the Small Business Saturday
Coalition, a 13 percent increase over last year. The Coalition, a group
created in 2011 to help amplify the Shop Small® message, is comprised of
national, state and local associations that help coordinate activities
for Small Business Saturday with consumers and small business owners.

Consumers came together to show their love for small businesses on Small
Business Saturday. Among those who shopped on the day, 32% reported
attending a community event, and 81% reported encouraging friends or
family to shop or dine at small, independently-owned retailers and
restaurants on the day as well, both on par with 2015.

Additionally, consumers and small businesses helped rally support for
Small Business Saturday and their favorite small businesses on social
media channels. So far this month, there were 135 million social media
engagements in support of Small Business Saturday, up from 85 million in

“It’s exciting for us to see the record number of consumers who came out
in support of independently-owned businesses on Small Business
Saturday,” said Elizabeth Rutledge, EVP of Global Advertising and Media
at American Express. “People across the country are aware of the
benefits that small businesses can bring to the community, and the
momentum that was started seven years ago with the first Small Business
Saturday continues to build.”

At a time when an increasing number of consumers are opting to shop
online—and are spreading their holiday shopping spending over a longer
period of time than they did traditionally—many still prioritize
visiting brick and mortar small businesses on Small Business Saturday.
According to the survey, among U.S. consumers who went out and shopped
in-store, total reported spending reached an estimated $15.4 billion at
independent retailers and restaurants on the day, a decrease from the
estimated $16.2 billion spent in 2015.

“Small businesses across the nation are often run by the friends,
family, and neighbors that we know well, so supporting them is not only
personal but critical to their success,” said NFIB CEO and President
Juanita Duggan. “Partnering with American Express to promote the
awareness and importance of shopping small is something we are very
proud of, and look forward to continuing the success of Small Business

Although Small Business Saturday 2016 is now behind us, American
Express’ commitment to local businesses remains steadfast. To keep
support for small business strong through the rest of the holiday
season, American Express is giving Card Members the opportunity to earn
2x rewards when they enroll an eligible American Express® Card at
and shop at qualifying small merchants both in-store and online now
through December 31st2. With the addition of 1.6 million
merchant locations that started accepting American Express Cards over
the past two years, Card Members now have even more places than ever to
Shop Small3. When Card Members use an eligible Card to shop
at qualifying small merchants they could earn 2X rewards in the form of
what they already earn with their Card– from Membership Rewards® points
to miles with Delta® to Cash Back and more. This offer is the latest way
American Express is supporting the expanding network of small merchants
who accept American Express Cards by giving Card Members yet another
reason to Shop Small throughout the holiday season.

Elected Officials across the U.S. Show Their

  • President Obama issued a letter recognizing Small Business Saturday in
  • Elected officials in all 50 states and Washington, D.C. championed
    Small Business Saturday.
  • A total of 288 Federal Officials and Agencies showed support for Small
    Business Saturday through posts on Facebook and Twitter.
  • The United States Senate unanimously passed a resolution
    designating November 26th, 2016, as Small Business
  • 651 City proclamations in support of Small Business Saturday were
    issued by mayors and other elected officials in all 50 states and
    Washington, D.C.
  • Nine Public Service Announcements encouraging the public to “Shop
    Small” were recorded by government officials across the nation.

Communities and Supporters Contribute To Big
Success in Year Seven

In addition to the growth of the Neighborhood Champion Program and the
Small Business Saturday Coalition, corporations, consumers and
businesses across the country rallied their communities around Small
Business Saturday. For example:

  • In a substantial show of corporate support, nearly 100 companies,
    including FedEx,
    and Ace
    signed up to become Corporate
    of the day and helped promote participation in Small
    Business Saturday. Corporate Supporters helped rally their combined
    millions of small business customers and consumers to take part in
    Small Business Saturday. Their efforts ranged from connecting their
    small business audience with assets to helping them get ready for
    Small Business Saturday and distributing Shop Small merchandise, to
    posting on social media and rallying their tens of thousands of
    employees to Shop Small.
  • Small business owners successfully used the Shop Small Studio more
    than 85,000 times for marketing materials and/or merchandise to help
    promote their businesses on Small Business Saturday.
  • From the first of November through the 26th, there were
    nearly 250,000 social media posts combined on Facebook,
    Instagram and Twitter using #ShopSmall, #SmallBizSat and/or
    #DineSmall, and more than 150,000 were posted on November 26th
    alone4. Posts included consumers showing their love for
    their favorite small businesses, business owners raising awareness for
    promotions and activities taking place on Small Business Saturday, as
    well as government officials and celebrities showing their support for
    the day and their favorite small businesses.

About the Survey

The Small Business Saturday Consumer Insights Survey was conducted among
a nationally representative sample of 2,180 males and females 18 years
of age or older. The sample was collected using an email invitation and
an online survey. The study gathered self-reported data and does not
reflect actual receipts or sales. It was conducted anonymously on
November 27, 2016. The survey has an overall margin of error of +/-
2.1%, at the 95% level of confidence.

About Small Business Saturday

November 26th marks the seventh annual Small Business
Saturday, a day dedicated to supporting the local businesses that can
help create jobs, boost the economy and preserve neighborhoods around
the country. Small Business Saturday was created by American Express in
2010 in response to small business owners’ most pressing need: more
customers. Learn more and connect with us on,,,

About NFIB

NFIB is the nation’s leading small
business association
, with offices in Washington, D.C., and all 50
states. Founded in 1943 as a nonprofit, nonpartisan organization, NFIB
gives small and independent business owners a voice in shaping the
public policy issues that affect their business. NFIB’s powerful network
of grassroots activists sends their views directly to state and federal
lawmakers through our unique member-only ballot, thus playing a critical
role in supporting America’s free enterprise system. NFIB’s mission is
to promote and protect the right of our members to own, operate and grow
their businesses. More information about NFIB is available online at

1 Social media engagements are defined as any proactive
action taken by a social media user related to the Small Business
Saturday or Shop Small related social media content and conversations on
Facebook, Twitter, Instagram, YouTube, including but not limited to,
likes, shares, comments, video views, etc.

2 Card Members will not earn 2X rewards on any bonus they may
already enjoy with their Card, such as when they spend on certain types
of purchases or at certain merchants. Prepaid and Corporate Cards,
American Express Cards issued by other financial institutions, The Plum
Card® and certain other Cards are not eligible. Reward caps and other
terms apply.

3 Based on internal comparison of American Express small
merchant locations in December 2013 to American Express small merchant
locations in December 2015.

4 This includes the hashtags #ShopSmall, #SmallBizSat,
#SmallBusinessSaturday, #ShopSmallBusinessSaturday, #ShopSmallForAll,
and #ShopSmallSaturday .


M Booth
Ryan Walker, 212-388-7677
, 202-406-4450
Jane Di Leo, 212-640-8055