The survey of 4,000 adults revealed average spend per person on Small Business
Saturday was the highest since 2020, with top reasons for shopping small including wanting to support business owners on the high street (53%) and recognising that it has been a tough period for small businesses (39%).
Encouragingly, seven in ten (70%) said they will continue to shop small next year because of the positive impact these businesses have on local communities.
The research also asked consumers about their level of support for small businesses across this year; of those upping their support, they are doing so in a variety of ways; almost three quarters (72%) say they are shopping small where possible; three-fifths (60%) are recommending small businesses to friends and family; and nearly one third (31%) are posting positive reviews online.
These Small Business Saturday figures are based on a third-party study that gathered consumer self-reported data from a nationally representative sample of UK adults – and does not reflect actual receipts or sales from Small Business Saturday, or American Express Cardmember spending data.
“Trading was good for us on Small Business Saturday with lots of customers, new and old, braving the storm to come and choose their trees and buy decorations,” said Clive Collins, owner of Catsfield Christmas Tree Farm in East Sussex.
“Being part of Small Business Saturday has helped to give our marketing campaign an edge in the local community. We were proud to be featured and to help promote the initiative.”
Small Business Saturday, which was founded by American Express in the U.S in 2010 and has been running in the UK since 2013, encourages consumers to ‘shop small’ and support independent businesses in their communities.
It is the UK’s most successful small business campaign; over the time it has been running in the UK, it has engaged millions of shoppers and seen billions of pounds spent with small businesses.
Widespread support for this year’s Small Business Saturday campaign came from across the political spectrum with Prime Minister Keir Starmer hosting a special reception for small businesses at Downing Street last week and Chancellor of the Exchequer Rachel Reeves undertaking a special visit to meet small firms in Leeds on Friday.
Government ministers joined MPs from all political parties, including the Leader of the Opposition Kemi Badenoch, in positing their support across social media.
The Mayor of London Sadiq Khan and Mayor of Greater Manchester Andy Burnham were also among senior figures supporting the campaign.
“I am thrilled to see so many people out supporting small businesses on Small Business Saturday, even despite the weekend’s terrible weather. Not only that, but spend per shopper is up this year, showing a really encouraging trend for small businesses looking for a Christmas boost,” said Michelle Ovens, Director of Small Business Saturday.
“It is so critical for businesses that we get out to support them, not just this weekend but throughout the festive season. Being conscious about where our spend goes, even when budgets are tight, gives consumers the power to make a real difference to communities. Together we can shepherd in an optimistic 2025.”
Dan Edelman, UK General Manager, Merchant Services, American Express, said: “Small businesses are vital to local communities so it’s incredibly encouraging to see this level of support on Small Business Saturday, despite the bad weather that affected most of the country. Looking ahead, it’s positive that consumers are intending to continue their support into next year too, something which will help keep local high streets thriving.”