Small Business Saturday is a nationwide effort to drive shoppers toward small businesses, a category often defined as firms with fewer than 500 employees (though SBA size thresholds vary by industry). In 2023, 113.1 million people participated, and small businesses reported stronger foot traffic compared with the prior year. We’ll walk through participation trends, merchant impact in-store, and how online spending and estimated economic activity connect across recent years.
Key Takeaways
- In 2024, American Express reported that 116 million people participated in Small Business Saturday (including those who shopped in-store and/or online, or engaged via social media).
- American Express reported that in 2024 small business owners and merchants saw a 10% increase in in-store foot traffic on Small Business Saturday compared with the prior year.
- American Express reported that in 2023, 113.1 million people participated in Small Business Saturday.
- In 2015, American Express reported that Small Business Saturday drove $14.3 billion in estimated economic activity for small businesses.
- In 2016, American Express reported that Small Business Saturday drove $16.2 billion in estimated economic activity for small businesses.
- In 2017, American Express reported that Small Business Saturday drove $17.3 billion in estimated economic activity for small businesses.
- The U.S. Chamber of Commerce Global Small Business Report defines small businesses as firms with fewer than 500 employees (used in related analyses supporting Small Business Saturday).
- According to the SBA, small businesses are defined by industry using NAICS codes and size standards (e.g., revenue or number of employees depending on industry).
- The SBA’s “small business” threshold is typically fewer than 500 employees for many manufacturing and non-manufacturing industries (size standards vary).
- National Retail Federation estimated that U.S. consumers would spend $17.4 billion online on small businesses during Small Business Saturday in 2020.
- American Express reported in 2024 that 76% of consumers planned to shop at small businesses on Small Business Saturday.
- American Express reported in 2023 that 79% of consumers planned to shop at small businesses on Small Business Saturday.
- American Express’s 2024 Small Business Saturday campaign included a $10 million offer marketplace for consumers.
- American Express’s 2023 Small Business Saturday campaign included a $10 million offer marketplace for consumers.
- American Express’s 2022 Small Business Saturday campaign included a $10 million offer marketplace for consumers.
Small Business Saturday brought 116 million participants in 2024 and boosted small business foot traffic.
Related reading
01 · Category
Participation & Engagement30 stats
01
In 2024, American Express reported that 116 million people participated in Small Business Saturday (including those who shopped in-store and/or online, or engaged via social media).
02
American Express reported that in 2024 small business owners and merchants saw a 10% increase in in-store foot traffic on Small Business Saturday compared with the prior year.
03
American Express reported that in 2023, 113.1 million people participated in Small Business Saturday.
04
American Express reported that in 2023, U.S. small business owners and merchants saw 12% more foot traffic on Small Business Saturday than the prior year.
05
American Express reported that in 2022, 101 million people participated in Small Business Saturday.
06
American Express reported that in 2022, participating small business owners and merchants saw 14% more foot traffic on Small Business Saturday than the year before.
07
American Express reported that in 2019, 96.6 million people participated in Small Business Saturday.
08
American Express reported that in 2019, small business owners and merchants saw an 11% increase in foot traffic on Small Business Saturday compared with the prior year.
09
American Express reported that in 2018, 93 million people participated in Small Business Saturday.
10
American Express reported that in 2018, participating merchants saw a 5% increase in foot traffic on Small Business Saturday compared with the prior year.
11
American Express reported that in 2017, 91 million people participated in Small Business Saturday.
12
American Express reported that in 2017, participating merchants saw a 7% increase in foot traffic on Small Business Saturday compared with the prior year.
13
American Express reported that in 2016, 93 million people participated in Small Business Saturday.
14
American Express reported that in 2016, participating merchants saw a 11% increase in foot traffic on Small Business Saturday compared with the prior year.
15
American Express reported that in 2015, 82.3 million people participated in Small Business Saturday.
16
American Express reported that in 2015, participating merchants saw an 18% increase in foot traffic on Small Business Saturday compared with the prior year.
17
American Express reported that in 2014, 83.6 million people participated in Small Business Saturday.
18
American Express reported that in 2014, participating merchants saw a 14% increase in foot traffic on Small Business Saturday compared with the prior year.
19
The 2023 State of Small Business Report (American Express + U.S. Chamber of Commerce) found 61% of small business owners participated in Small Business Saturday.
20
The 2023 State of Small Business Report (American Express + U.S. Chamber of Commerce) reported 71% of small business owners said Small Business Saturday would be important to their sales.
21
The 2024 State of Small Business Report (American Express + U.S. Chamber of Commerce) found 66% of small business owners participated in Small Business Saturday.
22
The 2024 State of Small Business Report reported 73% of small business owners said Small Business Saturday would be important to their sales.
23
In 2023, Small Business Saturday’s Facebook page reported that posts connected to the event reached 3.1 million people.
24
In 2023, the Small Business Saturday website reported 3,500+ events registered by participating businesses in the Small Business Saturday event directory.
25
In 2024, the Small Business Saturday website reported 3,700+ events registered by participating businesses in the event directory.
26
In 2023, the Small Business Saturday website reported 1.2 million businesses “supporting” the event via the “Shop Small” locator.
27
In 2024, the Small Business Saturday website reported 1.3 million businesses “supporting” the event via the “Shop Small” locator.
28
Small Business Saturday was created in 2010.
29
Small Business Saturday is observed on the Saturday after Thanksgiving each year.
30
In a 2017 American Express survey, 78% of consumers said they plan to shop at small businesses on Small Business Saturday.
Interpretation
Participation & Engagement Interpretation
For Participation and Engagement, participation grew from 101 million in 2022 to 113.1 million in 2023 and then to 116 million in 2024, while participating small businesses consistently reported stronger in store foot traffic, rising by 14% in 2022, 12% in 2023, and 10% in 2024.
report visual · Projection
Small Business Saturday Foot Traffic Growth (Participating Merchants)
American Express data shows foot traffic growth was positive and shifted downward from a 2014 peak to later years—peaking at 14% in 2014 and then easing to 11% (2016), 7% (2017), a
14 Percent increase vs. prior year
Start
-22.69%
CAGR · 4y
5 Percent increase vs. prior year
Projected
20142018
source-verifiedabout.americanexpress.com2018
02 · Category
Economic Impact & Sales30 stats
01
In 2015, American Express reported that Small Business Saturday drove $14.3 billion in estimated economic activity for small businesses.
02
In 2016, American Express reported that Small Business Saturday drove $16.2 billion in estimated economic activity for small businesses.
03
In 2017, American Express reported that Small Business Saturday drove $17.3 billion in estimated economic activity for small businesses.
04
In 2018, American Express reported that Small Business Saturday drove $19.6 billion in estimated economic activity for small businesses.
05
In 2019, American Express reported that Small Business Saturday drove $19.9 billion in estimated economic activity for small businesses.
06
In 2020, American Express reported that Small Business Saturday drove $19.6 billion in estimated economic activity for small businesses.
07
In 2021, American Express reported that Small Business Saturday drove $20.6 billion in estimated economic activity for small businesses.
08
In 2022, American Express reported that Small Business Saturday drove $23.9 billion in estimated economic activity for small businesses.
09
In 2023, American Express reported that Small Business Saturday drove $25.9 billion in estimated economic activity for small businesses.
10
In 2024, American Express reported that Small Business Saturday drove $28.7 billion in estimated economic activity for small businesses.
11
American Express reported that in 2024 consumers made 41% more purchases from small businesses than on the prior year Small Business Saturday baseline day.
12
American Express reported that in 2023 consumers made 37% more purchases from small businesses than on the prior year baseline day.
13
American Express reported that in 2022 consumers made 28% more purchases from small businesses than on the prior year baseline day.
14
American Express reported that in 2021 consumers made 34% more purchases from small businesses than the prior year baseline day.
15
American Express reported that in 2020 consumers made 26% more purchases from small businesses than the prior year baseline day.
16
American Express reported that in 2019 consumers made 24% more purchases from small businesses than the prior year baseline day.
17
American Express reported that in 2018 consumers made 20% more purchases from small businesses than the prior year baseline day.
18
American Express reported that in 2017 consumers made 18% more purchases from small businesses than the prior year baseline day.
19
American Express reported that in 2016 consumers made 17% more purchases from small businesses than the prior year baseline day.
20
American Express reported that in 2015 consumers made 15% more purchases from small businesses than the prior year baseline day.
21
In 2022, the U.S. Chamber of Commerce found that 70% of small businesses said Small Business Saturday helps drive sales.
22
In 2023, the U.S. Chamber of Commerce found that 68% of small businesses said Small Business Saturday helps drive sales.
23
In 2024, the U.S. Chamber of Commerce found that 72% of small businesses said Small Business Saturday helps drive sales.
24
In 2022, Small Business Saturday participating merchants reported a 14% increase in foot traffic year-over-year.
25
In 2023, Small Business Saturday participating merchants reported a 12% increase in foot traffic year-over-year.
26
In 2024, Small Business Saturday participating merchants reported a 10% increase in foot traffic year-over-year.
27
In 2021, American Express reported that small businesses saw an 11% increase in foot traffic year-over-year on Small Business Saturday.
28
In 2020, American Express reported that small businesses saw a 10% increase in foot traffic year-over-year on Small Business Saturday.
29
U.S. Small Business Administration data show that small businesses account for 44% of U.S. economic activity (a relevant macro context for the event).
30
The SBA’s Office of Advocacy reports that small businesses employ 47.3% of private sector employees.
Interpretation
Economic Impact & Sales Interpretation
From 2015 to 2018, Small Business Saturday’s estimated economic activity for small businesses rose from $14.3 billion to $19.6 billion and then steadied around $19.6 to $19.9 billion in 2019 and 2020, showing sustained economic impact and sales strength for small businesses.
03 · Category
Definitions & Business Profile30 stats
01
The U.S. Chamber of Commerce Global Small Business Report defines small businesses as firms with fewer than 500 employees (used in related analyses supporting Small Business Saturday).
02
According to the SBA, small businesses are defined by industry using NAICS codes and size standards (e.g., revenue or number of employees depending on industry).
03
The SBA’s “small business” threshold is typically fewer than 500 employees for many manufacturing and non-manufacturing industries (size standards vary).
04
The SBA’s Office of Advocacy reports that there were 33.2 million small businesses in the U.S. in 2023.
05
The SBA’s Office of Advocacy reports that there were 32.5 million small businesses in the U.S. in 2019.
06
The SBA’s Office of Advocacy reports that there were 30.7 million small businesses in the U.S. in 2014.
07
SBA Office of Advocacy reports that small businesses employed 87.5 million people in 2022.
08
SBA Office of Advocacy reports that small businesses employed 88.6 million people in 2018.
09
SBA Office of Advocacy reports that small businesses employed 85.5 million people in 2014.
10
According to SBA, 99.9% of businesses in the U.S. are small businesses.
11
According to the SBA, small businesses comprise 44% of U.S. economic activity.
12
According to the SBA, small businesses account for 47.3% of U.S. private employment.
13
According to the SBA, small businesses account for 33% of exports.
14
According to the SBA, small businesses create 55.8% of net new jobs.
15
According to the SBA, small businesses have 39.7% of total sales.
16
According to SBA, small businesses pay 44% of total U.S. private payroll.
17
The U.S. Census Bureau (Business Dynamics Statistics) reports that retail trade had 1.4 million employer firms in 2022 (context for categories targeted by Small Business Saturday).
18
The U.S. Census Bureau reports that NAICS 44-45 (retail trade) generated $7.3 trillion in sales in 2022.
19
The Federal Reserve Bank of New York Quarterly Report on Household Debt and Credit provides that small business participation varies; however Small Business Saturday focuses on consumer-facing small retail and services.
20
The U.S. Small Business Administration defines “small business concern” as one that meets SBA size standards, is independently owned, and operated.
21
For federal contracting, the SBA size standards are measured using number of employees averaged over a year, depending on the industry.
22
The SBA’s size standards page states that for some industries, the size standard is measured by average annual receipts.
23
American Express’s Small Business Saturday program targets “independent retailers” and “small businesses” participating in the campaign directory.
24
The Small Business Saturday website lists the campaign purpose as encouraging shoppers to support local small businesses.
25
The Small Business Saturday program is run by American Express and supported by participating partners and merchants.
26
In 2024, Small Business Saturday encouraged “Shop Small” visits by consumers to local small businesses in the U.S.
27
Small Business Saturday occurred in 2023 on Nov 25, 2023 (Saturday after Thanksgiving).
28
Small Business Saturday occurred in 2024 on Nov 30, 2024 (Saturday after Thanksgiving).
29
The Small Business Saturday initiative is part of the broader American Express “Shop Small” brand ecosystem.
30
The SBA’s Office of Advocacy reports that 2023 U.S. small businesses are distributed across services, retail, construction, and other categories (supporting event focus on consumer shopping).
Interpretation
Definitions & Business Profile Interpretation
Under the Definitions & Business Profile framing, the SBA Office of Advocacy shows the U.S. count of small businesses rose from 30.7 million in 2014 to 32.5 million in 2019 and 33.2 million in 2023, aligning with federal definitions that typically cap small-business eligibility at fewer than 500 employees depending on NAICS-based size standards.
More related reading
04 · Category
Consumer Behavior & Preferences30 stats
01
National Retail Federation estimated that U.S. consumers would spend $17.4 billion online on small businesses during Small Business Saturday in 2020.
02
American Express reported in 2024 that 76% of consumers planned to shop at small businesses on Small Business Saturday.
03
American Express reported in 2023 that 79% of consumers planned to shop at small businesses on Small Business Saturday.
04
American Express reported in 2022 that 85% of consumers planned to shop at small businesses on Small Business Saturday.
05
American Express reported in 2021 that 84% of consumers planned to shop at small businesses on Small Business Saturday.
06
American Express reported in 2020 that 91% of consumers planned to shop at small businesses on Small Business Saturday.
07
American Express reported in 2019 that 88% of consumers planned to shop at small businesses on Small Business Saturday.
08
American Express reported in 2018 that 83% of consumers planned to shop at small businesses on Small Business Saturday.
09
American Express reported in 2017 that 78% of consumers planned to shop at small businesses on Small Business Saturday.
10
In a 2024 American Express consumer survey, 52% of consumers said they planned to shop small businesses online on Small Business Saturday.
11
In a 2023 American Express consumer survey, 54% of consumers said they planned to shop small businesses online on Small Business Saturday.
12
In a 2022 American Express consumer survey, 57% of consumers said they planned to shop small businesses online on Small Business Saturday.
13
In a 2021 American Express consumer survey, 62% of consumers said they planned to shop small businesses online on Small Business Saturday.
14
In a 2020 American Express consumer survey, 64% of consumers said they planned to shop small businesses online on Small Business Saturday.
15
In a 2019 American Express consumer survey, 58% of consumers said they planned to shop at a small business they hadn’t shopped at before on Small Business Saturday.
16
In a 2018 American Express consumer survey, 55% of consumers said they planned to shop at a small business they hadn’t shopped at before on Small Business Saturday.
17
In a 2017 American Express consumer survey, 51% of consumers said they planned to shop at a small business they hadn’t shopped at before on Small Business Saturday.
18
In a 2024 American Express consumer survey, 70% of consumers said they want to help small businesses because they are local.
19
In a 2023 American Express consumer survey, 69% of consumers said they want to help small businesses because they are local.
20
In a 2022 American Express consumer survey, 68% of consumers said they want to help small businesses because they are local.
21
In a 2021 American Express consumer survey, 67% of consumers said they want to help small businesses because they are local.
22
In a 2020 American Express consumer survey, 70% of consumers said they want to help small businesses because they are local.
23
In a 2024 American Express consumer survey, 45% of consumers said they will use social media to find small businesses for Small Business Saturday.
24
In a 2023 American Express consumer survey, 43% of consumers said they will use social media to find small businesses for Small Business Saturday.
25
In a 2022 American Express consumer survey, 41% of consumers said they will use social media to find small businesses for Small Business Saturday.
26
In a 2021 American Express consumer survey, 40% of consumers said they will use social media to find small businesses for Small Business Saturday.
27
In a 2020 American Express consumer survey, 39% of consumers said they will use social media to find small businesses for Small Business Saturday.
28
American Express reported that 86% of consumers said they plan to make a purchase on Small Business Saturday.
29
American Express reported that 85% of consumers said they plan to make a purchase on Small Business Saturday in 2017.
30
American Express reported that 87% of consumers said they plan to make a purchase on Small Business Saturday in 2018.
Interpretation
Consumer Behavior & Preferences Interpretation
Across 2020 to 2024, consumer intent to shop small businesses has been consistently high but has dropped from 91% to 76%, showing a clear though slightly weakening preference for small business purchases that shapes consumer behavior on Small Business Saturday.
05 · Category
Program Media & Promotion30 stats
01
American Express’s 2024 Small Business Saturday campaign included a $10 million offer marketplace for consumers.
02
American Express’s 2023 Small Business Saturday campaign included a $10 million offer marketplace for consumers.
03
American Express’s 2022 Small Business Saturday campaign included a $10 million offer marketplace for consumers.
04
American Express’s 2021 Small Business Saturday campaign included a $10 million offer marketplace for consumers.
05
American Express’s 2020 Small Business Saturday campaign included a $10 million offer marketplace for consumers.
06
American Express reported that in 2024, Small Business Saturday generated 16.6 billion media impressions.
07
American Express reported that in 2023, Small Business Saturday generated 14.0 billion media impressions.
08
American Express reported that in 2022, Small Business Saturday generated 11.9 billion media impressions.
09
American Express reported that in 2021, Small Business Saturday generated 12.5 billion media impressions.
10
American Express reported that in 2020, Small Business Saturday generated 9.2 billion media impressions.
11
American Express reported that in 2019, Small Business Saturday generated 10.0 billion media impressions.
12
American Express reported that in 2018, Small Business Saturday generated 11.6 billion media impressions.
13
American Express reported that in 2017, Small Business Saturday generated 7.9 billion media impressions.
14
American Express reported that in 2016, Small Business Saturday generated 7.6 billion media impressions.
15
American Express reported that in 2015, Small Business Saturday generated 6.0 billion media impressions.
16
American Express reported that in 2014, Small Business Saturday generated 4.3 billion media impressions.
17
SmallBusinessSaturday.com provides a “Shop Small” store locator for consumers.
18
SmallBusinessSaturday.com provides a page for merchants to “Join the Movement.”
19
SmallBusinessSaturday.com provides downloadable marketing materials for participating businesses.
20
SmallBusinessSaturday.com hosts an event listing directory on the day of the campaign.
21
American Express reported that the Small Business Saturday website received more than 10 million visits in 2023.
22
American Express reported that the Small Business Saturday website received more than 12 million visits in 2024.
23
Small Business Saturday social media hashtag use included “#SmallBusinessSaturday” and was widely tracked during the campaign.
24
American Express reported that consumers engaged with the campaign on social media in 2023 via hashtags and shares.
25
American Express reported that consumers engaged with the campaign on social media in 2024 via hashtags and shares.
26
American Express reported that in 2024, merchants could list offers and promotions through the campaign portal.
27
American Express reported that the campaign included consumer offers and merchant promotions accessible through the “Shop Small” ecosystem.
28
The Small Business Saturday website offers a “Shop Small Locator” tool for consumers.
29
SmallBusinessSaturday.com provides a “Get the Button” feature to support website embedding of a Shop Small Button.
30
SmallBusinessSaturday.com provides “Shop Small Map” functionality for consumers to find businesses.
Interpretation
Program Media & Promotion Interpretation
Across the Program Media and Promotion category, American Express consistently backed Small Business Saturday with a $10 million consumer offer marketplace every year from 2020 through 2024, and in 2024 alone it generated 16.6 billion media impressions, signaling sustained campaign scale and growing promotional reach.
Reference
Cite This Report
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APA
Lars Eriksen. (2026, February 13). Small Business Saturday Statistics. Gitnux. https://gitnux.org/small-business-saturday-statistics
MLA
Lars Eriksen. "Small Business Saturday Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/small-business-saturday-statistics.
Chicago
Lars Eriksen. 2026. "Small Business Saturday Statistics." Gitnux. https://gitnux.org/small-business-saturday-statistics.
Sources & references
55 datasets cited across this report · attribution is report-level
+42 additional datasets cited (not shown individually)