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Greater Consumer Awareness to Fuel More Shopping on Small Business Saturday, According to NFIB/American Express Research

  Greater Consumer Awareness to Fuel More Shopping on Small Business Saturday,
  According to NFIB/American Express Research

  More than 1,400 Neighborhood Champions across all 50 States to Help Rally
  their Communities with Events and Activities to Bolster Support for Small
                         Businesses on November 30^th

Business Wire

NEW YORK -- November 22, 2013

Consumers across the country say they’ll rally behind one of the most
important shopping days on the calendar for small businesses – Small Business
Saturday. A day created to address one of small business owners’ most pressing
needs – more customers. According to the second annual Small Business Saturday
Consumer Insights Survey, awareness of Small Business Saturday among U.S.
consumers shot up to 44% compared to 34% during the same period a year ago. In
addition, 77% of those aware of the day say that they plan to “Shop Small”
this year. That translates to tens of millions of -consumers across America
who say they plan to patronize a small business on November 30^th, the
Saturday after Thanksgiving. The forecasted increase in shopping activity
should come as welcome news to retailers facing the shortest holiday shopping
since 2002.

“Small Business Saturday has really resonated with consumers who are eager to
show support for their neighborhoods,” said Susan Sobbott, president at
American Express OPEN. “Shoppers have made their intentions clear, and we
expect Small Business Saturday to be an incredible boon for independent
businesses across the country.”

Additional findings from the Small Business Saturday Consumer Insights survey

  * Consumers say they would attend a community event on Small Business
    Saturday (44%);
  * Part of the reason consumers are attracted to small businesses is because
    they are able to find gifts for people who are hard to shop for (70%);
  * One fifth (21%) of consumers said one of the main reasons they patronize
    small businesses is because they offer better prices; and
  * The top five places that consumers plan to shop on Small Business Saturday
    are food stores (38%), restaurants (37%), clothing stores (35%), bakeries
    (34%) and gift/novelty stores (31%).

”When people shop at small and independent businesses, they are giving back to
their communities in a big way,” said NFIB President and CEO Dan Danner. “It
is very encouraging to see that the intent to “Shop Small” grows each year and
we expect this year’s Small Business Saturday to be a great success for Main

With more consumers planning to shop, small business owners appear ready.
According to small business owners polled earlier this month for the Small
Business Saturday Insights Survey, of those small business owners
incorporating Small Business Saturday into their holiday plans, 70% say Small
Business Saturday will be helpful in attracting new customers and 67% will
offer discounts to drive consumers to “Shop Small” on November 30.

“We are seeing great support from the community and local businesses,” said
Sobbott. “Our research shows that more than half (52%) of consumers say the
primary reason they choose to shop at a small business is because they feel it
is important to their neighborhood and community.”

Communities Come Together To Take Small Business Saturday to the Next Level

American Express has created a “Neighborhood Champions” program, working with
business organizations like the U.S. Chamber of Commerce, the American
Independent Business Alliance (AMIBA), the U.S. Black Chambers, Inc., the
Latino Coalition and the American Chamber of Commerce Executives (ACCE), to
support communities throughout the country in organizing Small Business
Saturday events and activities . To date, more than 1,400 Neighborhood
Champions have signed up to rally businesses in their municipalities to
partake in local activities leading up to and on the day.

Consumer Incentives to Shop Small

American Express will again this year extend a special offer to Card Members
who shop on Small Business Saturday. Card Members who register an eligible
American Express® Card will receive a one-time $10 statement credit when they
use their registered Card to spend $10 or more on 11/30/13 in a single,
in-store transaction at a qualifying small business location that appears on
the Small Business Saturday Map. Registration is limited and opens on November
24^th at Corporate Cards and all prepaid Card products (other
than American Express Serve®) are not eligible. Online transactions do not
qualify. Offer terms and conditions apply and are available at

To find qualifying small business locations visit the Small Business Saturday
Map®, which will be available at beginning on November 21^st.

About the Survey

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 1^st and November 5^th, 2013.

About Small Business Saturday

November 30^th marks the fourth annual Small Business Saturday, a day to
support the local businesses that create jobs, boost the economy and preserve
neighborhoods around the country. Small Business Saturday was created in 2010
in response to small business owners’ most pressing need: more customers.
Since its inception, Small Business Saturday has been become a global
phenomenon, spreading to the UK, Australia, Israel, Canada, South Africa and

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

About American Express

American Express is a global services company, providing customers with access
to products, insights and experiences that enrich lives and build business
success. Learn more at and connect with us on,,,, and

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Sal Della Monica, 212-539-3272
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