Over one-third (34%) of B2C small enterprises say they have participated in Small Business Saturday in the past, and three-quarters (77%) of those businesses plan to do so again this year, according to a recent report by Constant Contact.

Why do these small businesses continue to participate? Survey respondents cite the increased brand awareness (79%), delivery of new customers (45%), and quick boost in sales (43%) the event provides.

However, of the 66% businesses that have not participated in previous years, more than half (52%) say they will again choose to pass, with many (36%) saying they don't think they will get more business from the event.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji