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According to American Express Small Business Saturday campaign has become something of an institution.
A survey sponsored by the American Express shows that 44% of consumers are aware of the Small Business Saturday which is held on the Saturday after Thanksgiving day.
Another survey by the National Federation of Independent Business reveals that 77% of people those who know about this event plan to shop in the small businesses on this day. The number of those shoppers who carry American Express card on Small Business Saturday for transactions at small businesses has increased by 21% in the year 2012 compared to 2011.
Even though American Express counts 350 organizations as partners in this event, there is some external recognition too. Not just the National Small Business Association and the NFIB, but other trade associations, local chambers of commerce and merchant’s groups too.
American Express, which has been marketing the small business Saturday event with social media and TV ads, offers registered card holders an incentive of a $10 credit on their statement if they spend $10 or more on a single purchase at any qualifying small business.
Apart from the offer of a $10 credit, most consumers believe that a community with thriving independent businesses helps boost and sustain housing values. The small business owners are also planning to offer deals on this event as realizing that the consumers are looking for it. According to Norins, 67% of small businesses are planning to participate in this event and plan to offer discounts or special deals.