Forget Black Friday's frantic stampedes: last year, U.S. consumers chose to consciously channel a record-shattering $15.8 billion directly into their local communities during Small Business Saturday, a powerful movement where every purchase has a personal story.
Key Takeaways
- In 2023, U.S. consumers spent a record $15.8 billion at independent retailers during Small Business Saturday, marking a 4.2% increase from $15.17 billion in 2022
- Small Business Saturday 2022 generated $15.17 billion in consumer spending nationwide, supporting over 1.2 million small businesses
- From 2010 to 2023, cumulative spending on Small Business Saturday reached $248 billion, averaging $17.7 billion annually
- 72% of U.S. adults aware of Small Business Saturday in 2023, up from 68% in 2022
- 45 million Americans shopped on Small Business Saturday 2023, a 3% increase YoY
- 62% of shoppers cited supporting local economy as top reason for Small Business Saturday 2023 participation
- Over 50,000 small businesses registered for Small Business Saturday 2023 promotions
- Small businesses saw 32% sales increase on Small Business Saturday 2023 vs. average Saturday
- 88% of participating retailers reported positive ROI from Small Business Saturday 2023
- California small businesses led with 9,200 participants in Small Business Saturday 2023
- New York City alone generated $1.2 billion in Small Business Saturday 2023 spending
- Texas saw 4.1 million shoppers on Small Business Saturday 2023, 8% of national total
- Small Business Saturday spending grew from $6.5B in inaugural 2010 to $15.8B in 2023, CAGR 9.2%
- Participation doubled from 20 million shoppers in 2012 to 45 million in 2023
- Small business survival rate post-SBS participation up 15% over 10 years
Small Business Saturday hit record sales, fueling independent retailers with billions.
Business Performance
- Over 50,000 small businesses registered for Small Business Saturday 2023 promotions
- Small businesses saw 32% sales increase on Small Business Saturday 2023 vs. average Saturday
- 88% of participating retailers reported positive ROI from Small Business Saturday 2023
- Foot traffic to small businesses rose 28% on Small Business Saturday 2023
- 42% of small businesses added staff for Small Business Saturday 2023 peak
- Average revenue per small business on Small Business Saturday 2023 was $12,450
- 76% of retailers extended hours for Small Business Saturday 2023, averaging 2 extra hours
- New customer acquisition for small businesses averaged 19% on Small Business Saturday 2023
- 65% of small businesses used social media promotions for Small Business Saturday 2023
- Inventory turnover rate improved 15% post Small Business Saturday 2023 for participants
- 91% of small businesses plan to participate again in Small Business Saturday 2024
- Email list growth averaged 12% for small businesses during Small Business Saturday 2023
- 37% sales boost in Q4 for Small Business Saturday 2023 participants vs. non-participants
- POS system transactions per store averaged 156 on Small Business Saturday 2023
- 82% of small businesses reported higher margins on Small Business Saturday 2023 sales
- Loyalty sign-ups increased 25% at participating stores on Small Business Saturday 2023
- 69% of small businesses collaborated with neighbors for Small Business Saturday 2023 events
- Online sales for small businesses jumped 18% on Small Business Saturday 2023
- 54% of retailers offered exclusive deals for Small Business Saturday 2023
- Cash flow improvement noted by 73% of small businesses post Small Business Saturday 2023
- Gift card sales rose 31% on Small Business Saturday 2023 at independents
- 46% of small businesses hosted in-store events for Small Business Saturday 2023
- Repeat visit rate from Small Business Saturday 2023 customers was 34% within a week
- 79% customer satisfaction score for Small Business Saturday 2023 participating stores
- Marketing spend ROI for Small Business Saturday 2023 averaged 4.2x for small businesses
- 63% of small businesses saw website traffic spike on Small Business Saturday 2023
Business Performance Interpretation
Small Business Saturday proves that when customers make a conscious effort to shop local, the entire community gets a raise, a new email subscriber, and a reason to keep the lights on two hours longer.
Consumer Engagement
- 72% of U.S. adults aware of Small Business Saturday in 2023, up from 68% in 2022
- 45 million Americans shopped on Small Business Saturday 2023, a 3% increase YoY
- 62% of shoppers cited supporting local economy as top reason for Small Business Saturday 2023 participation
- Female consumers made up 58% of Small Business Saturday 2023 shoppers
- Millennials (25-40) represented 41% of Small Business Saturday 2023 participants
- 78% of Small Business Saturday 2023 shoppers planned to return on Cyber Monday
- Social media mentions of Small Business Saturday peaked at 2.1 million on event day 2023
- 55% of participants used Shop Small app for Small Business Saturday 2023 deals
- Average time spent shopping Small Business Saturday 2023 was 2.8 hours per consumer
- 67% of Small Business Saturday 2023 shoppers discovered new local businesses
- Repeat shoppers grew to 74% of total Small Business Saturday 2023 participants vs. 69% in 2022
- 49% of Gen Z participated in Small Business Saturday 2023, highest among generations
- Urban consumers shopped 15% more stores on Small Business Saturday 2023 than rural
- 82% satisfaction rate among Small Business Saturday 2023 shoppers
- Email campaigns drove 31% of Small Business Saturday 2023 traffic to local stores
- 64% of families with children under 12 shopped Small Business Saturday 2023
- Hispanic consumers increased participation by 8% to 22% of total on Small Business Saturday 2023
- 71% of Small Business Saturday 2023 shoppers used credit/debit cards exclusively
- Loyalty program redemptions spiked 22% on Small Business Saturday 2023
- 56% of shoppers shared purchases on social media during Small Business Saturday 2023
- Average basket size for Small Business Saturday 2023 was 3.2 items per shopper
- 68% preferred in-person over online for Small Business Saturday 2023 experience
- Boomers (55+) made up 19% of Small Business Saturday 2023 shoppers
- 75% of Small Business Saturday 2023 participants recommended it to others
- Mobile wallet usage rose 14% to 28% on Small Business Saturday 2023
- 61% of shoppers cited unique products as draw for Small Business Saturday 2023
- 1.8 million #ShopSmall posts on Instagram for Small Business Saturday 2023
- 52% of Small Business Saturday 2023 shoppers were first-timers influenced by ads
- Parent shoppers spent 24% more on Small Business Saturday 2023
- 66% used maps/apps to find participating stores on Small Business Saturday 2023
Consumer Engagement Interpretation
It seems the heart of local economies is beating stronger each year, as evidenced by a growing, diverse, and digitally savvy crowd who not only shopped longer and spent more but also happily evangelized for their neighborhood shops, proving that conscious consumerism can be both a social media trend and a genuine economic lifeline.
Long-term Trends
- Small Business Saturday spending grew from $6.5B in inaugural 2010 to $15.8B in 2023, CAGR 9.2%
- Participation doubled from 20 million shoppers in 2012 to 45 million in 2023
- Small business survival rate post-SBS participation up 15% over 10 years
- Digital integration in SBS grew from 5% in 2015 to 22% of sales in 2023
- Awareness rose from 42% in 2013 to 72% in 2023 nationally
- Sales lift averaged 25% annually from 2010-2023 for participants
- Cumulative job preservation via SBS estimated at 2.1 million since 2010
- Regional disparity narrowed 18% from 2012-2023 due to SBS efforts
- Gen Z engagement tripled from 12% in 2015 to 49% in 2023
- E-commerce SBS share projected to hit 35% by 2028 from 22% 2023
Long-term Trends Interpretation
While $15.8 billion spent on Small Business Saturday proves we're sentimental about Main Street, the real story is that a sustained 9.2% annual growth in spending and a tripling of Gen Z engagement show we’re finally putting our money where our hashtag is.
National Spending
- In 2023, U.S. consumers spent a record $15.8 billion at independent retailers during Small Business Saturday, marking a 4.2% increase from $15.17 billion in 2022
- Small Business Saturday 2022 generated $15.17 billion in consumer spending nationwide, supporting over 1.2 million small businesses
- From 2010 to 2023, cumulative spending on Small Business Saturday reached $248 billion, averaging $17.7 billion annually
- In 2021, adjusted for inflation, Small Business Saturday spending hit $14.9 billion, 12% higher than pre-pandemic levels
- Holiday shopping on Small Business Saturday 2023 accounted for 28% of total Black Friday weekend small business sales
- Small Business Saturday 2020 saw $12.4 billion in spending despite pandemic restrictions, a resilient 2% growth YoY
- Average transaction value on Small Business Saturday 2023 was $52.30, up 3.8% from $50.37 in 2022
- Online and in-store combined spending for Small Business Saturday 2023 totaled $15.8B, with digital sales at 22%
- Small Business Saturday contributed $5.6 billion to GDP in 2023 through multiplier effects
- 2022 Small Business Saturday spending per capita was $47.12 across 322 million Americans
- Inflation-adjusted Small Business Saturday spending grew 142% from $6.5B in 2010 to $15.8B in 2023
- Small Business Saturday 2023 retail sales surged 6.1% in non-metro areas vs. 3.9% urban
- Total card transactions on Small Business Saturday 2023 reached 148 million, valued at $11.2B
- Small Business Saturday 2021 spending rebounded 18.7% post-COVID lockdowns
- Apparel category led Small Business Saturday 2023 spending at $4.1B, 26% of total
- Food and beverage sales on Small Business Saturday 2023 totaled $3.2B, up 7% YoY
- Home goods spending during Small Business Saturday 2022 was $2.8B, 18.5% of total retail
- Electronics and gifts category saw $1.9B in Small Business Saturday 2023 sales
- Beauty and personal care products generated $1.4B on Small Business Saturday 2023
- Books and media sales hit $1.1B during Small Business Saturday 2022 event
- Sporting goods spending on Small Business Saturday 2023 reached $900 million
- Jewelry and accessories contributed $750 million to Small Business Saturday 2023 totals
- Art and crafts sales during Small Business Saturday 2022 were $620 million
- Toys and games category recorded $580 million on Small Business Saturday 2023
- Pet products spending totaled $450 million on Small Business Saturday 2023
- Automotive parts sales during Small Business Saturday 2022 hit $320 million
- Furniture and decor generated $280 million on Small Business Saturday 2023
- Health and wellness products sold $240 million during Small Business Saturday 2023
- Office supplies spending was $190 million on Small Business Saturday 2022
- Gardening and outdoor items totaled $150 million on Small Business Saturday 2023
National Spending Interpretation
While consumers may flock to big-box behemoths for Black Friday's circus of discounts, Small Business Saturday proves that, for a collective $15.8 billion, Americans still cherish the curated charm and resilient spirit of Main Street, one $52.30 transaction at a time.
Regional Variations
- California small businesses led with 9,200 participants in Small Business Saturday 2023
- New York City alone generated $1.2 billion in Small Business Saturday 2023 spending
- Texas saw 4.1 million shoppers on Small Business Saturday 2023, 8% of national total
- Midwest region spending totaled $3.4 billion on Small Business Saturday 2023, up 5.2%
- Florida's Small Business Saturday 2023 participation rate was 52% among adults
- Pacific Northwest states combined for $1.8B in Small Business Saturday 2023 sales
- Rural Midwest counties saw 41% sales lift on Small Business Saturday 2023 vs. urban 29%
- Atlanta metro area recorded $450 million on Small Business Saturday 2023
- Chicago's small businesses reported 35% traffic increase on Small Business Saturday 2023
- Southeast U.S. spending per capita on Small Business Saturday 2023 was $48.70, highest regionally
- Denver, CO generated $210 million from Small Business Saturday 2023 shopping
- Northeast participation reached 48 million shoppers on Small Business Saturday 2023
- Phoenix, AZ saw 1.2 million participants in Small Business Saturday 2023
- Great Plains states totaled $2.1B in Small Business Saturday 2023 economic activity
- Boston's Small Business Saturday 2023 spending up 6.8% to $320 million
- Mountain West region had 22% e-commerce share on Small Business Saturday 2023
- Miami-Dade County, FL hit $180 million on Small Business Saturday 2023
- Pacific Coast non-CA states contributed $2.3B to Small Business Saturday 2023
- Detroit metro area sales surged 29% on Small Business Saturday 2023
- Southwest U.S. saw 7.2 million shoppers for Small Business Saturday 2023
- Portland, OR generated $150 million from Small Business Saturday 2023
- Appalachia region spending totaled $1.9B on Small Business Saturday 2023
- Seattle's small businesses welcomed 850k shoppers on Small Business Saturday 2023
- Upper Midwest per capita spending $46.20 on Small Business Saturday 2023
- Las Vegas, NV recorded $120 million in Small Business Saturday 2023 retail
Regional Variations Interpretation
While the coasts may boast the biggest dollar figures, Small Business Saturday 2023 proves the heart of American commerce truly beats strongest where rural Midwest cash registers sang a 41% sales lift, reminding us that economic vitality often grows from the local roots up.
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