Consumers across the UK helped support Small Business Saturday on December 6, with 16.5 million people shopping in small independent businesses on the day.
This support from shoppers represents a 20% increase in footfall on last year, with 2.7 million more shoppers when compared to the UK’s first Small Business Saturday in 2013.
This is according to a survey commissioned by American Express, which was carried out by Toluna and surveyed 2,473 UK adults, undertaken in the 24 hours following Small Business Saturday.
The survey found almost two-thirds (64%) of UK consumers were aware of the day – a 33% increase on last year. Of those, just over half (51%) shopped at a local, independently owned business on December 6.
Tills in independent shops and small businesses brought in an average of £30.56 per person, equating to a total of £504m across the UK as a whole – up £36m from 2013.
Just over two fifths (42%) of those people aware of the day who shopped in small business said they spent more than usual, with a third (33%) saying they had spent at least 25% more than they would usually on a typical Saturday.
Rafa Marquez, UK managing director at American Express, said: “It’s fantastic to see that so many people got behind their local independent traders this year by shopping small on the big day. Small Business Saturday celebrates the vital contribution independent businesses make to our local communities and the growth of our national economy.
“We are confident it will encourage people to continue their support throughout the rest of the festive season and beyond.”
Michelle Ovens, campaign director of Small Business Saturday, said: “Small Business Saturday this year has been a fantastic demonstration of collaboration in communities across the UK, with local authorities, small business, trade organisations, big business and consumers really pulling together.”