Small Business Saturday Survey: Increase in Shoppers Expected in 2015

Small Business Saturday, an annual shopping holiday that takes place the Saturday after Thanksgiving, is slated for this weekend. The holiday encourages people to support their locally owned businesses and other small retailers online. Many even offer discounts, events and other promotions to bring in customers. So how many plan to shop on Small Business Saturday this year? And what do people think about supporting small businesses in general?

small business saturday

Small Business Saturday

In Ask Your Target Market’s latest survey, 22% of respondents said they’ve shopped on Small Business Saturday in the past. And another 38% have at least heard of it. This year, 42% of respondents said that they are likely to shop on Small Business Saturday. And of those respondents, 61% have never done so in the past.

Shopping Habits

Overall, just 1% of respondents said that they do all of their shopping at small businesses. 9% said they usually shop at small businesses. 48% shop at small businesses and large chains or big box stores equally. 28% said that they usually shop with large companies over small businesses. 3% only ever shop at large companies. And 12% are unsure.

Small Business Benefits

71% of respondents said they generally like shopping at small businesses. 69% said they would like to shop at small businesses more often. 51% prefer to shop at small businesses over large chain stores. And 41% would even pay a bit extra to shop with small businesses over large ones.

As far as the benefits are concerned, 50% think that small businesses usually offer more quality products. 32% think they offer more of a variety than large companies do. And 73% think that small businesses tend to offer friendlier service.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Baker County Tourism from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on November 23 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.