Small Business Saturday holiday shopping is back, and maybe changed forever

  • Just over one-third (34%) of Americans plan to shop on Small Business Saturday, up from last year, but significantly lower than in the years before the pandemic, according to the CNBC|Momentive Small Business Survey.
  • The percentage of shoppers planning to make small business purchases online has increased.
  • Shoppers who do plan to buy from small businesses, whether in person or online, tend to be more worried about supply chain issues.

Over one-third of Americans (34%) say they plan to shop on Small Business Saturday, a rebound from 2020, but spending during the holiday promotional day has not returned to the levels seen before the pandemic, according to a new CNBC|Momentive Small Business Survey.

In 2020, 30% of Americans said they would patronize a small business on Small Business Saturday. Pre-pandemic, support for local businesses was higher, if declining: 44% in 2018 and 39% in 2019.

“Of course, consumers still have some love for Small Business Saturday, but it doesn’t have the same hype that we might have seen in previous years,” Laura Wronski, senior manager of research science at Momentive, wrote in an email. “Few people say they’re the most excited to go shopping on Small Business Saturday, and few say they plan to spend the most money that day.”

The new survey was conducted Nov. 10 through Nov. 12, 2021 among a national sample of 2,744 adults.


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