Small Business Saturday Statistics: Are Americans Planning To Shop Small This Year?

According to a CNBC/Momentive Small Business Poll, around 34% of consumers have plans to shop on Small Business Saturday, an increase from the 30% in 2020. Overall, this is a decrease from statistics reported before the pandemic, as 44% of Americans in 2019 said they had plans to shop at small businesses.

The survey was conducted with 2,744 adults from Nov. 10 through Nov. 12.

Furthermore, more than half (59%) of responders to the survey say that along with Small Business Saturday, they aren’t excited to shop on either Black Friday or Cyber Monday, down from 65% in 2020, but consistent with the pre-pandemic levels in 2018 (58%) and 2019 (59%).

According to the National Retail Federation, around 158.3 million people will shop from Thanksgiving Day through Cyber Monday this year, which is an increase of 2 million from the previous year.

Ongoing global supply chain issues and national labor shortages pose a threat to the holiday season. Many small businesses are trying to mount a comeback after the blow the pandemic dealt financially.

A survey from Small Business Saturday creator American Express discovered that 78% of small business owners say that the upcoming holiday sales will have a huge impact on whether they can maintain businesses.

“This year is probably going to be one of our best years, and we have been in the business for eight years,” said small business owner Marion Savick.