In its ninth year, Small Business Saturday made its biggest splash yet. On Nov. 24, an estimated 104 million American consumers supported local retailers and restaurants, spending $17.8 billion on Small Business Saturday 2018, according to American Express and the National Federation of Independent Business (NFIB). The record-breaking results show that this year’s holiday shopping season is off to a good start for small businesses and Main Streets across the country.
With this year’s activity on the books, Small Business Saturday spending has now topped $100 billion, American Express and NFIB report. Over the years, Small Business Saturday and the work of independent businesses that promote it have led more and more Americans to recognize the holiday and understand the importance of shopping small. What’s more, Small Business Saturday now transcends the brick-and-mortar marketplace. While millions of Americans headed to Main Street to shop and support small businesses in store, American Express and NFIB also report that 41 percent of consumers shopped online to celebrate Small Business Saturday this year.