As Americans get ready for the holiday shopping season, many small businesses are trying to encourage them to do their shopping at independent retailers rather than big box stores through events like Small Business Saturday and similar marketing campaigns. Whether local or online, small businesses have struggled throughout the economic crisis. But are Americans now more likely to go out of their way to support these shops and businesses?
Supporting Small Businesses
In Ask Your Target Market’s latest survey, 6% of respondents said they support local small businesses, such as independent shops and restaurants, every day. 37% said they support these local small businesses fairly often. 42% said they sometimes support local small businesses. 11% said they rarely support local small businesses. And just 5% said they never support local small businesses.
Just 1% of respondents said they support small online businesses daily. 18% said they support independent online businesses fairly often. 45% said they sometimes support small online businesses. 26% said they rarely support these businesses. And 10% said they never support small online businesses.
Small Business Benefits
Overall, 28% of respondents said that they will definitely go out of their way to support small businesses whenever possible. 54% said they will somewhat go out of their way to support small businesses over larger companies. And 18% said they won’t go out of their way to support small businesses.
When asked why they prefer supporting small businesses over large companies, 30% said they like supporting their local economy. 28% said they like the personal service they receive at these businesses. 14% said they can find higher quality items at small businesses. 12% said they can find lower prices at small businesses. 9% said they can find more options at small businesses. And just 5% said that they don’t prefer small businesses to large companies.
Small Business Saturday
21% of US consumers said they definitely plan to support small businesses on Small Business Saturday this year. 45% said they will probably support small businesses on Small Business Saturday. 29% said they probably won’t participate in Small Business Saturday. And just 5% said they definitely won’t.
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.
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 15 via AYTM’s online survey panel.