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Small Merchants Expect Holiday Sales Boost From Small Business Saturday [Infographic]

November 20, 2012

With the holiday season all but here, more small business owners are making Small Business Saturday an integral factor in their holiday sales plans, according to the National Federation of Independent Businesses (NFIB).

Some 46% of independent merchants plan to incorporate Small Business Saturday into their holiday strategy, and most of them (67%) say they will offer discounts on November 24, according to the inaugural Small Business Saturday Insights Survey from the NFIB and American Express.

Of those small business owners planning to promote Small Business Saturday, 80% expect a year-over-year boost in sales on that day.

Small Business Saturday falls between Black Friday and Cyber Monday and serves as the traditional kickoff to the holiday shopping season for independent retailers and restaurateurs. The day was established three years ago by American Express in response to small business owners' most pressing need: more customers.

Below, additional findings from the survey, along with an infographic on small business.

As many small businesses focus on driving value to customers via discounts on Small Business Saturday, those that intend to take advantage of the holiday are also planning to...

  • Create coupons for future offers or discounts: 46%
  • Offer free gift wrapping: 25%
  • Give away prizes or hosts contests: 23%
  • Give away free items with purchase: 20%

Other survey findings:

  • 81% say Small Business Saturday would be more effective if their communities came together and hosted events.
  • 34% say Small Business Saturday is the most important shopping day during holiday season, compared with 24% who cited Black Friday and 14% who cited Cyber Monday; 37% said they were all equally important.
  • 28% intend to increase the number of employees who will work on Small Business Saturday.
  • 87% will be active in social media channels to promote Small Business Saturday: 96% of those will be using Facebook (33% will use Twitter, 15% will use Google+, and 15% will use Pinterest).

For the third year in a row, American Express is offering a merchant toolkit on that includes downloadable marketing materials. It is also providing small businesses access to free tools and offers (Facebook link) to attract customers beyond Small Business Saturday.

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  • by Fabiola Tue Nov 20, 2012 via web

    That is one awesome put together infographic! So engaging and creative. I definitely plan on supporting this important initiative.

  • by Justine Tue Nov 20, 2012 via web

    I totally agree with you Fabiola!

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