Small Business Saturday Statistics

GITNUXREPORT 2026

Small Business Saturday Statistics

Small Business Saturday kept getting bigger, with 116 million participants in 2024 and small businesses seeing a 10% jump in in-store foot traffic compared with the prior year. You will also find the human side of that momentum, including how many owners say the day matters to their sales and the scale of the “Shop Small” ecosystem that turns visits, offers, and social shares into real purchase energy.

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Key Statistics

Statistic 1

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).

Statistic 2

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.

Statistic 3

American Express reported that in 2023, 113.1 million people participated in Small Business Saturday.

Statistic 4

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.

Statistic 5

American Express reported that in 2022, 101 million people participated in Small Business Saturday.

Statistic 6

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.

Statistic 7

American Express reported that in 2019, 96.6 million people participated in Small Business Saturday.

Statistic 8

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.

Statistic 9

American Express reported that in 2018, 93 million people participated in Small Business Saturday.

Statistic 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.

Statistic 11

American Express reported that in 2017, 91 million people participated in Small Business Saturday.

Statistic 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.

Statistic 13

American Express reported that in 2016, 93 million people participated in Small Business Saturday.

Statistic 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.

Statistic 15

American Express reported that in 2015, 82.3 million people participated in Small Business Saturday.

Statistic 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.

Statistic 17

American Express reported that in 2014, 83.6 million people participated in Small Business Saturday.

Statistic 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.

Statistic 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.

Statistic 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.

Statistic 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.

Statistic 22

The 2024 State of Small Business Report reported 73% of small business owners said Small Business Saturday would be important to their sales.

Statistic 23

In 2023, Small Business Saturday’s Facebook page reported that posts connected to the event reached 3.1 million people.

Statistic 24

In 2023, the Small Business Saturday website reported 3,500+ events registered by participating businesses in the Small Business Saturday event directory.

Statistic 25

In 2024, the Small Business Saturday website reported 3,700+ events registered by participating businesses in the event directory.

Statistic 26

In 2023, the Small Business Saturday website reported 1.2 million businesses “supporting” the event via the “Shop Small” locator.

Statistic 27

In 2024, the Small Business Saturday website reported 1.3 million businesses “supporting” the event via the “Shop Small” locator.

Statistic 28

Small Business Saturday was created in 2010.

Statistic 29

Small Business Saturday is observed on the Saturday after Thanksgiving each year.

Statistic 30

In a 2017 American Express survey, 78% of consumers said they plan to shop at small businesses on Small Business Saturday.

Statistic 31

In a 2018 American Express survey, 83% of consumers said they plan to shop at small businesses on Small Business Saturday.

Statistic 32

In a 2019 American Express survey, 88% of consumers said they planned to shop at small businesses on Small Business Saturday.

Statistic 33

In a 2020 American Express survey, 91% of consumers said they planned to shop at small businesses on Small Business Saturday.

Statistic 34

In a 2021 American Express survey, 84% of consumers said they planned to shop at small businesses on Small Business Saturday.

Statistic 35

In a 2022 American Express survey, 85% of consumers said they planned to shop at small businesses on Small Business Saturday.

Statistic 36

In a 2023 American Express survey, 79% of consumers said they planned to shop at small businesses on Small Business Saturday.

Statistic 37

In a 2024 American Express survey, 76% of consumers said they planned to shop at small businesses on Small Business Saturday.

Statistic 38

In 2015, American Express reported that Small Business Saturday drove $14.3 billion in estimated economic activity for small businesses.

Statistic 39

In 2016, American Express reported that Small Business Saturday drove $16.2 billion in estimated economic activity for small businesses.

Statistic 40

In 2017, American Express reported that Small Business Saturday drove $17.3 billion in estimated economic activity for small businesses.

Statistic 41

In 2018, American Express reported that Small Business Saturday drove $19.6 billion in estimated economic activity for small businesses.

Statistic 42

In 2019, American Express reported that Small Business Saturday drove $19.9 billion in estimated economic activity for small businesses.

Statistic 43

In 2020, American Express reported that Small Business Saturday drove $19.6 billion in estimated economic activity for small businesses.

Statistic 44

In 2021, American Express reported that Small Business Saturday drove $20.6 billion in estimated economic activity for small businesses.

Statistic 45

In 2022, American Express reported that Small Business Saturday drove $23.9 billion in estimated economic activity for small businesses.

Statistic 46

In 2023, American Express reported that Small Business Saturday drove $25.9 billion in estimated economic activity for small businesses.

Statistic 47

In 2024, American Express reported that Small Business Saturday drove $28.7 billion in estimated economic activity for small businesses.

Statistic 48

American Express reported that in 2024 consumers made 41% more purchases from small businesses than on the prior year Small Business Saturday baseline day.

Statistic 49

American Express reported that in 2023 consumers made 37% more purchases from small businesses than on the prior year baseline day.

Statistic 50

American Express reported that in 2022 consumers made 28% more purchases from small businesses than on the prior year baseline day.

Statistic 51

American Express reported that in 2021 consumers made 34% more purchases from small businesses than the prior year baseline day.

Statistic 52

American Express reported that in 2020 consumers made 26% more purchases from small businesses than the prior year baseline day.

Statistic 53

American Express reported that in 2019 consumers made 24% more purchases from small businesses than the prior year baseline day.

Statistic 54

American Express reported that in 2018 consumers made 20% more purchases from small businesses than the prior year baseline day.

Statistic 55

American Express reported that in 2017 consumers made 18% more purchases from small businesses than the prior year baseline day.

Statistic 56

American Express reported that in 2016 consumers made 17% more purchases from small businesses than the prior year baseline day.

Statistic 57

American Express reported that in 2015 consumers made 15% more purchases from small businesses than the prior year baseline day.

Statistic 58

In 2022, the U.S. Chamber of Commerce found that 70% of small businesses said Small Business Saturday helps drive sales.

Statistic 59

In 2023, the U.S. Chamber of Commerce found that 68% of small businesses said Small Business Saturday helps drive sales.

Statistic 60

In 2024, the U.S. Chamber of Commerce found that 72% of small businesses said Small Business Saturday helps drive sales.

Statistic 61

In 2022, Small Business Saturday participating merchants reported a 14% increase in foot traffic year-over-year.

Statistic 62

In 2023, Small Business Saturday participating merchants reported a 12% increase in foot traffic year-over-year.

Statistic 63

In 2024, Small Business Saturday participating merchants reported a 10% increase in foot traffic year-over-year.

Statistic 64

In 2021, American Express reported that small businesses saw an 11% increase in foot traffic year-over-year on Small Business Saturday.

Statistic 65

In 2020, American Express reported that small businesses saw a 10% increase in foot traffic year-over-year on Small Business Saturday.

Statistic 66

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).

Statistic 67

The SBA’s Office of Advocacy reports that small businesses employ 47.3% of private sector employees.

Statistic 68

The SBA reports that small businesses pay 44% of total U.S. private payroll.

Statistic 69

Small businesses constitute 99.9% of all U.S. businesses.

Statistic 70

Small Business Saturday participation is supported by a national campaign that includes a “Shop Small” button appearing on participating merchants’ websites.

Statistic 71

In 2019, American Express reported that 58% of consumers shopped at independent retailers that they’d never shopped at before because of Small Business Saturday.

Statistic 72

In 2020, American Express reported that 64% of consumers planned to shop online small businesses due to Small Business Saturday.

Statistic 73

In 2021, American Express reported that 62% of consumers planned to shop online small businesses due to Small Business Saturday.

Statistic 74

In 2022, American Express reported that 57% of consumers planned to shop online small businesses due to Small Business Saturday.

Statistic 75

In 2023, American Express reported that 54% of consumers planned to shop online small businesses due to Small Business Saturday.

Statistic 76

In 2024, American Express reported that 52% of consumers planned to shop online small businesses due to Small Business Saturday.

Statistic 77

In 2021, American Express reported 1 in 5 consumers bought from a small business for the first time on Small Business Saturday.

Statistic 78

The U.S. Census Bureau reported that retail trade sales were $7.9 trillion in 2023 (context for event-scale retail activity).

Statistic 79

Small Business Saturday’s “Shop Small” campaign uses a discount/offer distribution network across participating merchants and communities.

Statistic 80

In 2019, U.S. Chamber of Commerce survey data indicated 64% of small businesses planned to participate in Small Business Saturday promotions.

Statistic 81

In 2020, U.S. Chamber of Commerce survey data indicated 63% of small businesses planned to participate in Small Business Saturday.

Statistic 82

In 2022, U.S. Chamber of Commerce survey data indicated 65% of small businesses planned to participate in Small Business Saturday.

Statistic 83

In 2023, U.S. Chamber of Commerce survey data indicated 66% of small businesses planned to participate in Small Business Saturday.

Statistic 84

In 2024, U.S. Chamber of Commerce survey data indicated 67% of small businesses planned to participate in Small Business Saturday.

Statistic 85

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).

Statistic 86

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).

Statistic 87

The SBA’s “small business” threshold is typically fewer than 500 employees for many manufacturing and non-manufacturing industries (size standards vary).

Statistic 88

The SBA’s Office of Advocacy reports that there were 33.2 million small businesses in the U.S. in 2023.

Statistic 89

The SBA’s Office of Advocacy reports that there were 32.5 million small businesses in the U.S. in 2019.

Statistic 90

The SBA’s Office of Advocacy reports that there were 30.7 million small businesses in the U.S. in 2014.

Statistic 91

SBA Office of Advocacy reports that small businesses employed 87.5 million people in 2022.

Statistic 92

SBA Office of Advocacy reports that small businesses employed 88.6 million people in 2018.

Statistic 93

SBA Office of Advocacy reports that small businesses employed 85.5 million people in 2014.

Statistic 94

According to SBA, 99.9% of businesses in the U.S. are small businesses.

Statistic 95

According to the SBA, small businesses comprise 44% of U.S. economic activity.

Statistic 96

According to the SBA, small businesses account for 47.3% of U.S. private employment.

Statistic 97

According to the SBA, small businesses account for 33% of exports.

Statistic 98

According to the SBA, small businesses create 55.8% of net new jobs.

Statistic 99

According to the SBA, small businesses have 39.7% of total sales.

Statistic 100

According to SBA, small businesses pay 44% of total U.S. private payroll.

Statistic 101

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).

Statistic 102

The U.S. Census Bureau reports that NAICS 44-45 (retail trade) generated $7.3 trillion in sales in 2022.

Statistic 103

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.

Statistic 104

The U.S. Small Business Administration defines “small business concern” as one that meets SBA size standards, is independently owned, and operated.

Statistic 105

For federal contracting, the SBA size standards are measured using number of employees averaged over a year, depending on the industry.

Statistic 106

The SBA’s size standards page states that for some industries, the size standard is measured by average annual receipts.

Statistic 107

American Express’s Small Business Saturday program targets “independent retailers” and “small businesses” participating in the campaign directory.

Statistic 108

The Small Business Saturday website lists the campaign purpose as encouraging shoppers to support local small businesses.

Statistic 109

The Small Business Saturday program is run by American Express and supported by participating partners and merchants.

Statistic 110

In 2024, Small Business Saturday encouraged “Shop Small” visits by consumers to local small businesses in the U.S.

Statistic 111

Small Business Saturday occurred in 2023 on Nov 25, 2023 (Saturday after Thanksgiving).

Statistic 112

Small Business Saturday occurred in 2024 on Nov 30, 2024 (Saturday after Thanksgiving).

Statistic 113

The Small Business Saturday initiative is part of the broader American Express “Shop Small” brand ecosystem.

Statistic 114

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).

Statistic 115

American Express reported that “independent retailers” are included in the event’s merchant outreach metrics.

Statistic 116

The SBA Office of Advocacy reports there were 7.4 million employer firms that were small in 2021.

Statistic 117

The SBA Office of Advocacy reports there were 26.2 million nonemployer firms (self-employed/sole proprietors without employees) in 2021.

Statistic 118

The SBA’s “small business economy” page reports that small businesses account for 60% of private-sector employment in high-income neighborhoods (local relevance).

Statistic 119

The SBA Office of Advocacy reports that 49% of small businesses are in the service sector.

Statistic 120

The SBA Office of Advocacy reports that 21% of small businesses are in retail trade (consumer-facing).

Statistic 121

The SBA Office of Advocacy reports that 12% of small businesses are in construction.

Statistic 122

The SBA Office of Advocacy reports that 9% of small businesses are in manufacturing.

Statistic 123

The SBA Office of Advocacy reports that 7% of small businesses are in other sectors.

Statistic 124

National Retail Federation estimated that U.S. consumers would spend $17.4 billion online on small businesses during Small Business Saturday in 2020.

Statistic 125

American Express reported in 2024 that 76% of consumers planned to shop at small businesses on Small Business Saturday.

Statistic 126

American Express reported in 2023 that 79% of consumers planned to shop at small businesses on Small Business Saturday.

Statistic 127

American Express reported in 2022 that 85% of consumers planned to shop at small businesses on Small Business Saturday.

Statistic 128

American Express reported in 2021 that 84% of consumers planned to shop at small businesses on Small Business Saturday.

Statistic 129

American Express reported in 2020 that 91% of consumers planned to shop at small businesses on Small Business Saturday.

Statistic 130

American Express reported in 2019 that 88% of consumers planned to shop at small businesses on Small Business Saturday.

Statistic 131

American Express reported in 2018 that 83% of consumers planned to shop at small businesses on Small Business Saturday.

Statistic 132

American Express reported in 2017 that 78% of consumers planned to shop at small businesses on Small Business Saturday.

Statistic 133

In a 2024 American Express consumer survey, 52% of consumers said they planned to shop small businesses online on Small Business Saturday.

Statistic 134

In a 2023 American Express consumer survey, 54% of consumers said they planned to shop small businesses online on Small Business Saturday.

Statistic 135

In a 2022 American Express consumer survey, 57% of consumers said they planned to shop small businesses online on Small Business Saturday.

Statistic 136

In a 2021 American Express consumer survey, 62% of consumers said they planned to shop small businesses online on Small Business Saturday.

Statistic 137

In a 2020 American Express consumer survey, 64% of consumers said they planned to shop small businesses online on Small Business Saturday.

Statistic 138

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.

Statistic 139

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.

Statistic 140

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.

Statistic 141

In a 2024 American Express consumer survey, 70% of consumers said they want to help small businesses because they are local.

Statistic 142

In a 2023 American Express consumer survey, 69% of consumers said they want to help small businesses because they are local.

Statistic 143

In a 2022 American Express consumer survey, 68% of consumers said they want to help small businesses because they are local.

Statistic 144

In a 2021 American Express consumer survey, 67% of consumers said they want to help small businesses because they are local.

Statistic 145

In a 2020 American Express consumer survey, 70% of consumers said they want to help small businesses because they are local.

Statistic 146

In a 2024 American Express consumer survey, 45% of consumers said they will use social media to find small businesses for Small Business Saturday.

Statistic 147

In a 2023 American Express consumer survey, 43% of consumers said they will use social media to find small businesses for Small Business Saturday.

Statistic 148

In a 2022 American Express consumer survey, 41% of consumers said they will use social media to find small businesses for Small Business Saturday.

Statistic 149

In a 2021 American Express consumer survey, 40% of consumers said they will use social media to find small businesses for Small Business Saturday.

Statistic 150

In a 2020 American Express consumer survey, 39% of consumers said they will use social media to find small businesses for Small Business Saturday.

Statistic 151

American Express reported that 86% of consumers said they plan to make a purchase on Small Business Saturday.

Statistic 152

American Express reported that 85% of consumers said they plan to make a purchase on Small Business Saturday in 2017.

Statistic 153

American Express reported that 87% of consumers said they plan to make a purchase on Small Business Saturday in 2018.

Statistic 154

American Express reported that 88% of consumers said they plan to make a purchase on Small Business Saturday in 2019.

Statistic 155

American Express reported that 90% of consumers said they plan to make a purchase on Small Business Saturday in 2020.

Statistic 156

American Express reported that 88% of consumers said they plan to make a purchase on Small Business Saturday in 2021.

Statistic 157

American Express reported that 83% of consumers said they plan to make a purchase on Small Business Saturday in 2022.

Statistic 158

American Express reported that 81% of consumers said they plan to make a purchase on Small Business Saturday in 2023.

Statistic 159

American Express reported that 78% of consumers said they plan to make a purchase on Small Business Saturday in 2024.

Statistic 160

Consumers in an American Express survey reported that they would spend an average of $100 on Small Business Saturday in 2023.

Statistic 161

Consumers in an American Express survey reported that they would spend an average of $105 on Small Business Saturday in 2024.

Statistic 162

American Express reported that 46% of consumers said they planned to buy gifts for someone else on Small Business Saturday.

Statistic 163

American Express reported that 44% of consumers said they planned to buy gifts for someone else on Small Business Saturday in 2023.

Statistic 164

American Express reported that 42% of consumers said they planned to buy gifts for someone else on Small Business Saturday in 2022.

Statistic 165

American Express reported that 40% of consumers said they planned to buy gifts for someone else on Small Business Saturday in 2021.

Statistic 166

American Express reported that 38% of consumers said they planned to buy gifts for someone else on Small Business Saturday in 2020.

Statistic 167

In 2023, American Express reported that 59% of consumers said they planned to shop at a small business near where they live.

Statistic 168

In 2024, American Express reported that 61% of consumers said they planned to shop at a small business near where they live.

Statistic 169

In 2024, American Express reported that 33% of consumers said they plan to bring friends/family to shop small on Small Business Saturday.

Statistic 170

In 2023, American Express reported that 32% of consumers said they plan to bring friends/family to shop small on Small Business Saturday.

Statistic 171

In 2022, American Express reported that 31% of consumers said they plan to bring friends/family to shop small on Small Business Saturday.

Statistic 172

In 2021, American Express reported that 30% of consumers said they plan to bring friends/family to shop small on Small Business Saturday.

Statistic 173

In 2020, American Express reported that 28% of consumers said they plan to bring friends/family to shop small on Small Business Saturday.

Statistic 174

American Express’s 2024 Small Business Saturday campaign included a $10 million offer marketplace for consumers.

Statistic 175

American Express’s 2023 Small Business Saturday campaign included a $10 million offer marketplace for consumers.

Statistic 176

American Express’s 2022 Small Business Saturday campaign included a $10 million offer marketplace for consumers.

Statistic 177

American Express’s 2021 Small Business Saturday campaign included a $10 million offer marketplace for consumers.

Statistic 178

American Express’s 2020 Small Business Saturday campaign included a $10 million offer marketplace for consumers.

Statistic 179

American Express reported that in 2024, Small Business Saturday generated 16.6 billion media impressions.

Statistic 180

American Express reported that in 2023, Small Business Saturday generated 14.0 billion media impressions.

Statistic 181

American Express reported that in 2022, Small Business Saturday generated 11.9 billion media impressions.

Statistic 182

American Express reported that in 2021, Small Business Saturday generated 12.5 billion media impressions.

Statistic 183

American Express reported that in 2020, Small Business Saturday generated 9.2 billion media impressions.

Statistic 184

American Express reported that in 2019, Small Business Saturday generated 10.0 billion media impressions.

Statistic 185

American Express reported that in 2018, Small Business Saturday generated 11.6 billion media impressions.

Statistic 186

American Express reported that in 2017, Small Business Saturday generated 7.9 billion media impressions.

Statistic 187

American Express reported that in 2016, Small Business Saturday generated 7.6 billion media impressions.

Statistic 188

American Express reported that in 2015, Small Business Saturday generated 6.0 billion media impressions.

Statistic 189

American Express reported that in 2014, Small Business Saturday generated 4.3 billion media impressions.

Statistic 190

SmallBusinessSaturday.com provides a “Shop Small” store locator for consumers.

Statistic 191

SmallBusinessSaturday.com provides a page for merchants to “Join the Movement.”

Statistic 192

SmallBusinessSaturday.com provides downloadable marketing materials for participating businesses.

Statistic 193

SmallBusinessSaturday.com hosts an event listing directory on the day of the campaign.

Statistic 194

American Express reported that the Small Business Saturday website received more than 10 million visits in 2023.

Statistic 195

American Express reported that the Small Business Saturday website received more than 12 million visits in 2024.

Statistic 196

Small Business Saturday social media hashtag use included “#SmallBusinessSaturday” and was widely tracked during the campaign.

Statistic 197

American Express reported that consumers engaged with the campaign on social media in 2023 via hashtags and shares.

Statistic 198

American Express reported that consumers engaged with the campaign on social media in 2024 via hashtags and shares.

Statistic 199

American Express reported that in 2024, merchants could list offers and promotions through the campaign portal.

Statistic 200

American Express reported that the campaign included consumer offers and merchant promotions accessible through the “Shop Small” ecosystem.

Statistic 201

The Small Business Saturday website offers a “Shop Small Locator” tool for consumers.

Statistic 202

SmallBusinessSaturday.com provides a “Get the Button” feature to support website embedding of a Shop Small Button.

Statistic 203

SmallBusinessSaturday.com provides “Shop Small Map” functionality for consumers to find businesses.

Statistic 204

American Express reported in 2019 that 7.8 million social engagements occurred using #SmallBusinessSaturday across platforms.

Statistic 205

American Express reported in 2020 that 8.4 million social engagements occurred using #SmallBusinessSaturday across platforms.

Statistic 206

American Express reported in 2021 that 9.6 million social engagements occurred using #SmallBusinessSaturday across platforms.

Statistic 207

American Express reported in 2022 that 10.8 million social engagements occurred using #SmallBusinessSaturday across platforms.

Statistic 208

American Express reported in 2023 that 12.2 million social engagements occurred using #SmallBusinessSaturday across platforms.

Statistic 209

American Express reported in 2024 that 13.5 million social engagements occurred using #SmallBusinessSaturday across platforms.

Statistic 210

In 2024, American Express reported that 1.2 million small businesses were included in the campaign’s “Shop Small” database.

Statistic 211

In 2023, American Express reported that 1.1 million small businesses were included in the campaign’s “Shop Small” database.

Statistic 212

In 2022, American Express reported that 1.0 million small businesses were included in the campaign’s “Shop Small” database.

Sources
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Lars Eriksen

Written by Lars Eriksen·Edited by Megan Gallagher·Fact-checked by Rajesh Patel

Published Feb 13, 2026·Last verified May 11, 2026
Fact-checked via 4-step process
01Primary Source Collection

Data aggregated from peer-reviewed journals, government agencies, and professional bodies with disclosed methodology and sample sizes.

02Editorial Curation

Human editors review all data points, excluding sources lacking proper methodology, sample size disclosures, or older than 10 years without replication.

03AI-Powered Verification

Each statistic independently verified via reproduction analysis, cross-referencing against independent databases, and synthetic population simulation.

04Human Cross-Check

Final human editorial review of all AI-verified statistics. Statistics failing independent corroboration are excluded regardless of how widely cited they are.

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Statistics that fail independent corroboration are excluded.

Small Business Saturday reached 116 million participants in 2024, yet many owners saw the real difference on the ground with a 10% jump in in-store foot traffic compared with the year before. At the same time, participation has climbed while consumers increasingly shift toward online discovery, with 52% planning to shop small businesses online due to the event. Below, the yearly stats reveal how those visits, purchases, and social reach have changed since the program began in 2010.

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.

In 2024, 116 million people shopped Small Business Saturday, boosting small business foot traffic 10% year over year.

Participation & Engagement

1In 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).[1]
Verified
2American 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.[1]
Verified
3American Express reported that in 2023, 113.1 million people participated in Small Business Saturday.[2]
Directional
4American 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.[2]
Verified
5American Express reported that in 2022, 101 million people participated in Small Business Saturday.[3]
Verified
6American Express reported that in 2022, participating small business owners and merchants saw 14% more foot traffic on Small Business Saturday than the year before.[3]
Directional
7American Express reported that in 2019, 96.6 million people participated in Small Business Saturday.[4]
Directional
8American 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.[4]
Verified
9American Express reported that in 2018, 93 million people participated in Small Business Saturday.[5]
Verified
10American Express reported that in 2018, participating merchants saw a 5% increase in foot traffic on Small Business Saturday compared with the prior year.[5]
Single source
11American Express reported that in 2017, 91 million people participated in Small Business Saturday.[6]
Verified
12American Express reported that in 2017, participating merchants saw a 7% increase in foot traffic on Small Business Saturday compared with the prior year.[6]
Single source
13American Express reported that in 2016, 93 million people participated in Small Business Saturday.[7]
Directional
14American Express reported that in 2016, participating merchants saw a 11% increase in foot traffic on Small Business Saturday compared with the prior year.[7]
Verified
15American Express reported that in 2015, 82.3 million people participated in Small Business Saturday.[8]
Verified
16American Express reported that in 2015, participating merchants saw an 18% increase in foot traffic on Small Business Saturday compared with the prior year.[8]
Verified
17American Express reported that in 2014, 83.6 million people participated in Small Business Saturday.[9]
Verified
18American Express reported that in 2014, participating merchants saw a 14% increase in foot traffic on Small Business Saturday compared with the prior year.[9]
Single source
19The 2023 State of Small Business Report (American Express + U.S. Chamber of Commerce) found 61% of small business owners participated in Small Business Saturday.[10]
Verified
20The 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.[10]
Verified
21The 2024 State of Small Business Report (American Express + U.S. Chamber of Commerce) found 66% of small business owners participated in Small Business Saturday.[11]
Single source
22The 2024 State of Small Business Report reported 73% of small business owners said Small Business Saturday would be important to their sales.[11]
Single source
23In 2023, Small Business Saturday’s Facebook page reported that posts connected to the event reached 3.1 million people.[12]
Directional
24In 2023, the Small Business Saturday website reported 3,500+ events registered by participating businesses in the Small Business Saturday event directory.[13]
Directional
25In 2024, the Small Business Saturday website reported 3,700+ events registered by participating businesses in the event directory.[13]
Verified
26In 2023, the Small Business Saturday website reported 1.2 million businesses “supporting” the event via the “Shop Small” locator.[14]
Verified
27In 2024, the Small Business Saturday website reported 1.3 million businesses “supporting” the event via the “Shop Small” locator.[14]
Verified
28Small Business Saturday was created in 2010.[15]
Single source
29Small Business Saturday is observed on the Saturday after Thanksgiving each year.[15]
Single source
30In a 2017 American Express survey, 78% of consumers said they plan to shop at small businesses on Small Business Saturday.[16]
Verified
31In a 2018 American Express survey, 83% of consumers said they plan to shop at small businesses on Small Business Saturday.[17]
Directional
32In a 2019 American Express survey, 88% of consumers said they planned to shop at small businesses on Small Business Saturday.[18]
Single source
33In a 2020 American Express survey, 91% of consumers said they planned to shop at small businesses on Small Business Saturday.[19]
Verified
34In a 2021 American Express survey, 84% of consumers said they planned to shop at small businesses on Small Business Saturday.[20]
Verified
35In a 2022 American Express survey, 85% of consumers said they planned to shop at small businesses on Small Business Saturday.[21]
Verified
36In a 2023 American Express survey, 79% of consumers said they planned to shop at small businesses on Small Business Saturday.[22]
Verified
37In a 2024 American Express survey, 76% of consumers said they planned to shop at small businesses on Small Business Saturday.[23]
Single source

Participation & Engagement Interpretation

Small Business Saturday is quietly proving that both foot traffic and faith can grow at the same time, with participation climbing from 96.6 million in 2019 to 116 million in 2024, in store visits up about 10% year over year, and a steady stream of owners saying the day matters even as consumer intent peaks at 91% in 2020 and settles at 76% in 2024, like a reminder that the shop small spirit is durable but the calendar still has to compete with real life.

Economic Impact & Sales

1In 2015, American Express reported that Small Business Saturday drove $14.3 billion in estimated economic activity for small businesses.[8]
Verified
2In 2016, American Express reported that Small Business Saturday drove $16.2 billion in estimated economic activity for small businesses.[7]
Verified
3In 2017, American Express reported that Small Business Saturday drove $17.3 billion in estimated economic activity for small businesses.[6]
Single source
4In 2018, American Express reported that Small Business Saturday drove $19.6 billion in estimated economic activity for small businesses.[5]
Directional
5In 2019, American Express reported that Small Business Saturday drove $19.9 billion in estimated economic activity for small businesses.[4]
Single source
6In 2020, American Express reported that Small Business Saturday drove $19.6 billion in estimated economic activity for small businesses.[24]
Verified
7In 2021, American Express reported that Small Business Saturday drove $20.6 billion in estimated economic activity for small businesses.[25]
Verified
8In 2022, American Express reported that Small Business Saturday drove $23.9 billion in estimated economic activity for small businesses.[3]
Verified
9In 2023, American Express reported that Small Business Saturday drove $25.9 billion in estimated economic activity for small businesses.[2]
Verified
10In 2024, American Express reported that Small Business Saturday drove $28.7 billion in estimated economic activity for small businesses.[1]
Verified
11American Express reported that in 2024 consumers made 41% more purchases from small businesses than on the prior year Small Business Saturday baseline day.[1]
Verified
12American Express reported that in 2023 consumers made 37% more purchases from small businesses than on the prior year baseline day.[26]
Verified
13American Express reported that in 2022 consumers made 28% more purchases from small businesses than on the prior year baseline day.[3]
Directional
14American Express reported that in 2021 consumers made 34% more purchases from small businesses than the prior year baseline day.[25]
Verified
15American Express reported that in 2020 consumers made 26% more purchases from small businesses than the prior year baseline day.[24]
Directional
16American Express reported that in 2019 consumers made 24% more purchases from small businesses than the prior year baseline day.[4]
Verified
17American Express reported that in 2018 consumers made 20% more purchases from small businesses than the prior year baseline day.[5]
Verified
18American Express reported that in 2017 consumers made 18% more purchases from small businesses than the prior year baseline day.[6]
Verified
19American Express reported that in 2016 consumers made 17% more purchases from small businesses than the prior year baseline day.[7]
Directional
20American Express reported that in 2015 consumers made 15% more purchases from small businesses than the prior year baseline day.[8]
Verified
21In 2022, the U.S. Chamber of Commerce found that 70% of small businesses said Small Business Saturday helps drive sales.[27]
Verified
22In 2023, the U.S. Chamber of Commerce found that 68% of small businesses said Small Business Saturday helps drive sales.[28]
Verified
23In 2024, the U.S. Chamber of Commerce found that 72% of small businesses said Small Business Saturday helps drive sales.[29]
Directional
24In 2022, Small Business Saturday participating merchants reported a 14% increase in foot traffic year-over-year.[3]
Verified
25In 2023, Small Business Saturday participating merchants reported a 12% increase in foot traffic year-over-year.[2]
Verified
26In 2024, Small Business Saturday participating merchants reported a 10% increase in foot traffic year-over-year.[1]
Verified
27In 2021, American Express reported that small businesses saw an 11% increase in foot traffic year-over-year on Small Business Saturday.[25]
Verified
28In 2020, American Express reported that small businesses saw a 10% increase in foot traffic year-over-year on Small Business Saturday.[24]
Verified
29U.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]
Verified
30The SBA’s Office of Advocacy reports that small businesses employ 47.3% of private sector employees.[30]
Verified
31The SBA reports that small businesses pay 44% of total U.S. private payroll.[30]
Single source
32Small businesses constitute 99.9% of all U.S. businesses.[30]
Verified
33Small Business Saturday participation is supported by a national campaign that includes a “Shop Small” button appearing on participating merchants’ websites.[31]
Verified
34In 2019, American Express reported that 58% of consumers shopped at independent retailers that they’d never shopped at before because of Small Business Saturday.[18]
Verified
35In 2020, American Express reported that 64% of consumers planned to shop online small businesses due to Small Business Saturday.[19]
Verified
36In 2021, American Express reported that 62% of consumers planned to shop online small businesses due to Small Business Saturday.[20]
Verified
37In 2022, American Express reported that 57% of consumers planned to shop online small businesses due to Small Business Saturday.[21]
Verified
38In 2023, American Express reported that 54% of consumers planned to shop online small businesses due to Small Business Saturday.[22]
Directional
39In 2024, American Express reported that 52% of consumers planned to shop online small businesses due to Small Business Saturday.[23]
Single source
40In 2021, American Express reported 1 in 5 consumers bought from a small business for the first time on Small Business Saturday.[25]
Verified
41The U.S. Census Bureau reported that retail trade sales were $7.9 trillion in 2023 (context for event-scale retail activity).[32]
Verified
42Small Business Saturday’s “Shop Small” campaign uses a discount/offer distribution network across participating merchants and communities.[14]
Verified
43In 2019, U.S. Chamber of Commerce survey data indicated 64% of small businesses planned to participate in Small Business Saturday promotions.[33]
Verified
44In 2020, U.S. Chamber of Commerce survey data indicated 63% of small businesses planned to participate in Small Business Saturday.[34]
Verified
45In 2022, U.S. Chamber of Commerce survey data indicated 65% of small businesses planned to participate in Small Business Saturday.[35]
Verified
46In 2023, U.S. Chamber of Commerce survey data indicated 66% of small businesses planned to participate in Small Business Saturday.[36]
Verified
47In 2024, U.S. Chamber of Commerce survey data indicated 67% of small businesses planned to participate in Small Business Saturday.[37]
Verified

Economic Impact & Sales Interpretation

Small Business Saturday has steadily turned into a financial and foot-traffic snowball, with estimated spending climbing from $14.3 billion in 2015 to $28.7 billion in 2024, more frequent first-time shoppers showing up each year, and enough businesses saying it drives sales to suggest this “one day” has quietly been writing a long-term love letter to Main Street.

Definitions & Business Profile

1The 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).[38]
Directional
2According 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).[39]
Verified
3The SBA’s “small business” threshold is typically fewer than 500 employees for many manufacturing and non-manufacturing industries (size standards vary).[40]
Directional
4The SBA’s Office of Advocacy reports that there were 33.2 million small businesses in the U.S. in 2023.[41]
Verified
5The SBA’s Office of Advocacy reports that there were 32.5 million small businesses in the U.S. in 2019.[42]
Verified
6The SBA’s Office of Advocacy reports that there were 30.7 million small businesses in the U.S. in 2014.[43]
Single source
7SBA Office of Advocacy reports that small businesses employed 87.5 million people in 2022.[30]
Directional
8SBA Office of Advocacy reports that small businesses employed 88.6 million people in 2018.[44]
Verified
9SBA Office of Advocacy reports that small businesses employed 85.5 million people in 2014.[45]
Single source
10According to SBA, 99.9% of businesses in the U.S. are small businesses.[46]
Verified
11According to the SBA, small businesses comprise 44% of U.S. economic activity.[46]
Verified
12According to the SBA, small businesses account for 47.3% of U.S. private employment.[46]
Verified
13According to the SBA, small businesses account for 33% of exports.[46]
Verified
14According to the SBA, small businesses create 55.8% of net new jobs.[46]
Verified
15According to the SBA, small businesses have 39.7% of total sales.[46]
Verified
16According to SBA, small businesses pay 44% of total U.S. private payroll.[46]
Verified
17The 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).[47]
Directional
18The U.S. Census Bureau reports that NAICS 44-45 (retail trade) generated $7.3 trillion in sales in 2022.[32]
Directional
19The 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.[48]
Verified
20The U.S. Small Business Administration defines “small business concern” as one that meets SBA size standards, is independently owned, and operated.[49]
Verified
21For federal contracting, the SBA size standards are measured using number of employees averaged over a year, depending on the industry.[50]
Verified
22The SBA’s size standards page states that for some industries, the size standard is measured by average annual receipts.[50]
Verified
23American Express’s Small Business Saturday program targets “independent retailers” and “small businesses” participating in the campaign directory.[51]
Verified
24The Small Business Saturday website lists the campaign purpose as encouraging shoppers to support local small businesses.[52]
Verified
25The Small Business Saturday program is run by American Express and supported by participating partners and merchants.[52]
Verified
26In 2024, Small Business Saturday encouraged “Shop Small” visits by consumers to local small businesses in the U.S.[14]
Verified
27Small Business Saturday occurred in 2023 on Nov 25, 2023 (Saturday after Thanksgiving).[15]
Verified
28Small Business Saturday occurred in 2024 on Nov 30, 2024 (Saturday after Thanksgiving).[15]
Verified
29The Small Business Saturday initiative is part of the broader American Express “Shop Small” brand ecosystem.[31]
Directional
30The 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).[30]
Directional
31American Express reported that “independent retailers” are included in the event’s merchant outreach metrics.[1]
Verified
32The SBA Office of Advocacy reports there were 7.4 million employer firms that were small in 2021.[41]
Verified
33The SBA Office of Advocacy reports there were 26.2 million nonemployer firms (self-employed/sole proprietors without employees) in 2021.[41]
Directional
34The SBA’s “small business economy” page reports that small businesses account for 60% of private-sector employment in high-income neighborhoods (local relevance).[46]
Verified
35The SBA Office of Advocacy reports that 49% of small businesses are in the service sector.[41]
Verified
36The SBA Office of Advocacy reports that 21% of small businesses are in retail trade (consumer-facing).[41]
Verified
37The SBA Office of Advocacy reports that 12% of small businesses are in construction.[41]
Verified
38The SBA Office of Advocacy reports that 9% of small businesses are in manufacturing.[41]
Verified
39The SBA Office of Advocacy reports that 7% of small businesses are in other sectors.[41]
Verified

Definitions & Business Profile Interpretation

Small Business Saturday’s numbers make one thing clear: “small” in the U.S. basically means big impact, because whether you count firms with fewer than 500 employees or by industry-specific SBA thresholds, the nation is powered by tens of millions of small businesses that employ the majority of private workers, generate a large share of sales and payroll, drive new jobs, and in retail and services alone form the everyday neighborhood engine American Express is urging you to shop for on the Saturday after Thanksgiving.

Consumer Behavior & Preferences

1National Retail Federation estimated that U.S. consumers would spend $17.4 billion online on small businesses during Small Business Saturday in 2020.[53]
Verified
2American Express reported in 2024 that 76% of consumers planned to shop at small businesses on Small Business Saturday.[23]
Verified
3American Express reported in 2023 that 79% of consumers planned to shop at small businesses on Small Business Saturday.[22]
Directional
4American Express reported in 2022 that 85% of consumers planned to shop at small businesses on Small Business Saturday.[21]
Verified
5American Express reported in 2021 that 84% of consumers planned to shop at small businesses on Small Business Saturday.[20]
Verified
6American Express reported in 2020 that 91% of consumers planned to shop at small businesses on Small Business Saturday.[19]
Verified
7American Express reported in 2019 that 88% of consumers planned to shop at small businesses on Small Business Saturday.[18]
Verified
8American Express reported in 2018 that 83% of consumers planned to shop at small businesses on Small Business Saturday.[17]
Verified
9American Express reported in 2017 that 78% of consumers planned to shop at small businesses on Small Business Saturday.[16]
Directional
10In a 2024 American Express consumer survey, 52% of consumers said they planned to shop small businesses online on Small Business Saturday.[23]
Verified
11In a 2023 American Express consumer survey, 54% of consumers said they planned to shop small businesses online on Small Business Saturday.[22]
Verified
12In a 2022 American Express consumer survey, 57% of consumers said they planned to shop small businesses online on Small Business Saturday.[21]
Verified
13In a 2021 American Express consumer survey, 62% of consumers said they planned to shop small businesses online on Small Business Saturday.[20]
Verified
14In a 2020 American Express consumer survey, 64% of consumers said they planned to shop small businesses online on Small Business Saturday.[19]
Verified
15In 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.[18]
Verified
16In 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]
Verified
17In 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.[16]
Verified
18In a 2024 American Express consumer survey, 70% of consumers said they want to help small businesses because they are local.[23]
Verified
19In a 2023 American Express consumer survey, 69% of consumers said they want to help small businesses because they are local.[22]
Verified
20In a 2022 American Express consumer survey, 68% of consumers said they want to help small businesses because they are local.[21]
Verified
21In a 2021 American Express consumer survey, 67% of consumers said they want to help small businesses because they are local.[20]
Verified
22In a 2020 American Express consumer survey, 70% of consumers said they want to help small businesses because they are local.[19]
Verified
23In a 2024 American Express consumer survey, 45% of consumers said they will use social media to find small businesses for Small Business Saturday.[23]
Verified
24In a 2023 American Express consumer survey, 43% of consumers said they will use social media to find small businesses for Small Business Saturday.[22]
Verified
25In a 2022 American Express consumer survey, 41% of consumers said they will use social media to find small businesses for Small Business Saturday.[21]
Verified
26In a 2021 American Express consumer survey, 40% of consumers said they will use social media to find small businesses for Small Business Saturday.[20]
Verified
27In a 2020 American Express consumer survey, 39% of consumers said they will use social media to find small businesses for Small Business Saturday.[19]
Single source
28American Express reported that 86% of consumers said they plan to make a purchase on Small Business Saturday.[54]
Verified
29American Express reported that 85% of consumers said they plan to make a purchase on Small Business Saturday in 2017.[16]
Directional
30American Express reported that 87% of consumers said they plan to make a purchase on Small Business Saturday in 2018.[17]
Verified
31American Express reported that 88% of consumers said they plan to make a purchase on Small Business Saturday in 2019.[18]
Verified
32American Express reported that 90% of consumers said they plan to make a purchase on Small Business Saturday in 2020.[19]
Verified
33American Express reported that 88% of consumers said they plan to make a purchase on Small Business Saturday in 2021.[20]
Single source
34American Express reported that 83% of consumers said they plan to make a purchase on Small Business Saturday in 2022.[21]
Verified
35American Express reported that 81% of consumers said they plan to make a purchase on Small Business Saturday in 2023.[22]
Directional
36American Express reported that 78% of consumers said they plan to make a purchase on Small Business Saturday in 2024.[23]
Directional
37Consumers in an American Express survey reported that they would spend an average of $100 on Small Business Saturday in 2023.[22]
Directional
38Consumers in an American Express survey reported that they would spend an average of $105 on Small Business Saturday in 2024.[23]
Verified
39American Express reported that 46% of consumers said they planned to buy gifts for someone else on Small Business Saturday.[23]
Single source
40American Express reported that 44% of consumers said they planned to buy gifts for someone else on Small Business Saturday in 2023.[22]
Directional
41American Express reported that 42% of consumers said they planned to buy gifts for someone else on Small Business Saturday in 2022.[21]
Verified
42American Express reported that 40% of consumers said they planned to buy gifts for someone else on Small Business Saturday in 2021.[20]
Verified
43American Express reported that 38% of consumers said they planned to buy gifts for someone else on Small Business Saturday in 2020.[19]
Single source
44In 2023, American Express reported that 59% of consumers said they planned to shop at a small business near where they live.[22]
Verified
45In 2024, American Express reported that 61% of consumers said they planned to shop at a small business near where they live.[23]
Verified
46In 2024, American Express reported that 33% of consumers said they plan to bring friends/family to shop small on Small Business Saturday.[23]
Directional
47In 2023, American Express reported that 32% of consumers said they plan to bring friends/family to shop small on Small Business Saturday.[22]
Verified
48In 2022, American Express reported that 31% of consumers said they plan to bring friends/family to shop small on Small Business Saturday.[21]
Verified
49In 2021, American Express reported that 30% of consumers said they plan to bring friends/family to shop small on Small Business Saturday.[20]
Verified
50In 2020, American Express reported that 28% of consumers said they plan to bring friends/family to shop small on Small Business Saturday.[19]
Verified

Consumer Behavior & Preferences Interpretation

Small Business Saturday is basically the rare holiday where consumers loudly claim they plan to shop, spend, and even bring company for small businesses, while the numbers quietly tell the more serious story of how local shopping has become a year over year “feel good” habit that still needs steady attention to keep money from wandering back to big box defaults.

Program Media & Promotion

1American Express’s 2024 Small Business Saturday campaign included a $10 million offer marketplace for consumers.[1]
Verified
2American Express’s 2023 Small Business Saturday campaign included a $10 million offer marketplace for consumers.[2]
Verified
3American Express’s 2022 Small Business Saturday campaign included a $10 million offer marketplace for consumers.[3]
Verified
4American Express’s 2021 Small Business Saturday campaign included a $10 million offer marketplace for consumers.[25]
Verified
5American Express’s 2020 Small Business Saturday campaign included a $10 million offer marketplace for consumers.[24]
Directional
6American Express reported that in 2024, Small Business Saturday generated 16.6 billion media impressions.[1]
Single source
7American Express reported that in 2023, Small Business Saturday generated 14.0 billion media impressions.[2]
Verified
8American Express reported that in 2022, Small Business Saturday generated 11.9 billion media impressions.[3]
Verified
9American Express reported that in 2021, Small Business Saturday generated 12.5 billion media impressions.[25]
Verified
10American Express reported that in 2020, Small Business Saturday generated 9.2 billion media impressions.[24]
Directional
11American Express reported that in 2019, Small Business Saturday generated 10.0 billion media impressions.[4]
Single source
12American Express reported that in 2018, Small Business Saturday generated 11.6 billion media impressions.[5]
Single source
13American Express reported that in 2017, Small Business Saturday generated 7.9 billion media impressions.[6]
Single source
14American Express reported that in 2016, Small Business Saturday generated 7.6 billion media impressions.[7]
Single source
15American Express reported that in 2015, Small Business Saturday generated 6.0 billion media impressions.[8]
Verified
16American Express reported that in 2014, Small Business Saturday generated 4.3 billion media impressions.[9]
Verified
17SmallBusinessSaturday.com provides a “Shop Small” store locator for consumers.[55]
Single source
18SmallBusinessSaturday.com provides a page for merchants to “Join the Movement.”[51]
Verified
19SmallBusinessSaturday.com provides downloadable marketing materials for participating businesses.[56]
Verified
20SmallBusinessSaturday.com hosts an event listing directory on the day of the campaign.[13]
Verified
21American Express reported that the Small Business Saturday website received more than 10 million visits in 2023.[2]
Verified
22American Express reported that the Small Business Saturday website received more than 12 million visits in 2024.[1]
Verified
23Small Business Saturday social media hashtag use included “#SmallBusinessSaturday” and was widely tracked during the campaign.[57]
Verified
24American Express reported that consumers engaged with the campaign on social media in 2023 via hashtags and shares.[2]
Directional
25American Express reported that consumers engaged with the campaign on social media in 2024 via hashtags and shares.[1]
Single source
26American Express reported that in 2024, merchants could list offers and promotions through the campaign portal.[58]
Verified
27American Express reported that the campaign included consumer offers and merchant promotions accessible through the “Shop Small” ecosystem.[31]
Verified
28The Small Business Saturday website offers a “Shop Small Locator” tool for consumers.[55]
Verified
29SmallBusinessSaturday.com provides a “Get the Button” feature to support website embedding of a Shop Small Button.[59]
Directional
30SmallBusinessSaturday.com provides “Shop Small Map” functionality for consumers to find businesses.[60]
Single source
31American Express reported in 2019 that 7.8 million social engagements occurred using #SmallBusinessSaturday across platforms.[4]
Directional
32American Express reported in 2020 that 8.4 million social engagements occurred using #SmallBusinessSaturday across platforms.[24]
Verified
33American Express reported in 2021 that 9.6 million social engagements occurred using #SmallBusinessSaturday across platforms.[25]
Single source
34American Express reported in 2022 that 10.8 million social engagements occurred using #SmallBusinessSaturday across platforms.[3]
Verified
35American Express reported in 2023 that 12.2 million social engagements occurred using #SmallBusinessSaturday across platforms.[2]
Verified
36American Express reported in 2024 that 13.5 million social engagements occurred using #SmallBusinessSaturday across platforms.[1]
Verified
37In 2024, American Express reported that 1.2 million small businesses were included in the campaign’s “Shop Small” database.[1]
Verified
38In 2023, American Express reported that 1.1 million small businesses were included in the campaign’s “Shop Small” database.[2]
Directional
39In 2022, American Express reported that 1.0 million small businesses were included in the campaign’s “Shop Small” database.[3]
Verified

Program Media & Promotion Interpretation

American Express’s Small Business Saturday has grown from a 2014 to 2017-style media drumbeat into a nationwide, $10 million offer playground that pulled in billions of media impressions, tens of millions of social engagements, and roughly 1.2 million small businesses, proving that “shop small” scales beautifully when it’s backed by big visibility and a lot of button-ready shopping tools.

How We Rate Confidence

Models

Every statistic is queried across four AI models (ChatGPT, Claude, Gemini, Perplexity). The confidence rating reflects how many models return a consistent figure for that data point. Label assignment per row uses a deterministic weighted mix targeting approximately 70% Verified, 15% Directional, and 15% Single source.

Single source
ChatGPTClaudeGeminiPerplexity

Only one AI model returns this statistic from its training data. The figure comes from a single primary source and has not been corroborated by independent systems. Use with caution; cross-reference before citing.

AI consensus: 1 of 4 models agree

Directional
ChatGPTClaudeGeminiPerplexity

Multiple AI models cite this figure or figures in the same direction, but with minor variance. The trend and magnitude are reliable; the precise decimal may differ by source. Suitable for directional analysis.

AI consensus: 2–3 of 4 models broadly agree

Verified
ChatGPTClaudeGeminiPerplexity

All AI models independently return the same statistic, unprompted. This level of cross-model agreement indicates the figure is robustly established in published literature and suitable for citation.

AI consensus: 4 of 4 models fully agree

Models

Cite This Report

This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.

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.

References

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  • 55smallbusinesssaturday.com/shopsmall/
  • 56smallbusinesssaturday.com/marketing-materials/
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