Small Business Saturday Survey: Local Businesses More Popular Than Online

The holiday shopping season is just beginning. But while many shoppers will head to big name stores on Black Friday and throughout the coming months, there are also a number of local and online small businesses trying to serve shoppers as well. Small Business Saturday is an event that aims to highlight those businesses. But how many will take advantage of the event and of small businesses in general?

small business saturday

Small Businesses

In Ask Your Target Market’s latest survey, 9% of respondents said that they support local small businesses such as small boutiques and restaurants every day. 30% said they often support small businesses in their area. 46% said they sometimes support these types of small businesses. 10% said they rarely do. And just 7% said they never do.

But it’s not just local businesses that make up the small business market anymore. Online businesses such as independent shops and mail order businesses are gaining a lot of popularity. However, just 5% of respondents said that the support online small businesses every day. 17% said they often support small online businesses. 38% said they do so sometimes. 26% said they rarely do. And 14% said they never do.

Large Corporations

But still, large retailers make up a good portion of consumers’ holiday shopping budgets. Just 12% of respondents said that they would always pay slightly more to support small businesses rather than large corporations. 56% said that they would sometimes pay slightly more to support small businesses. 22% said that they would pay more to shop at small businesses on rare occasions. And 11% said they never would.

Small Business Saturday

More specifically, just 15% of respondents said they definitely plan to support small businesses on Small Business Saturday this year. 42% said they probably will support small businesses on Small Business Saturday. 36% said they probably won’t. And 8% said they definitely won’t. Last year, 21% of respondents said they definitely planned to support small businesses on Small Business Saturday, and another 45% said they probably would, according to a November 2012 survey.

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: Small Business Saturday, after Edward Hopper 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 20 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.