Small Business Saturday: 67% of Merchants to Offer Discounts, Survey Finds

Small Business Saturday: 67% of Merchants to Offer Discounts, Survey FindsSmall Business Saturday, which falls on November 30 this year, has become an important event for business owners as more of them are investing more money and providing additional incentives to reach customers.
Business owners who say they’ll rely primarily on paid advertising to promote Small Business Saturday has doubled, with 67 percent offering discounts to drive consumer traffic, according to the second annual Small Business Saturday Insights Survey, from the National Federation of Independent Businesses (NFIB) and American Express.
With five fewer shopping days between Thanksgiving and Christmas this year, many small business owners say they’ll be working harder to attract customers during the critical holiday shopping season.
The number of business owners who say they’ll rely primarily on paid advertising (TV, radio and newspaper) to promote Small Business Saturday has doubled (18 percent vs. 9 percent in 2012).
Discounts continue to be the top incentive used to encourage consumers to Shop Small, but more business owners are planning to reward customers by offering them a free gift with purchase (33 percent, up from 20 percent in 2012).
Small Business Saturday, now in its fourth year, falls between Black Friday and Cyber Monday. It serves as the traditional kick off to the holiday season for independent retailers and restaurateurs.
The day was created in response to small business owners’ most pressing need: more customers. The event  has since grown into an annual celebration of the independent businesses that help boost our local economies.
“Small-business owners are always looking for new ways to creatively promote their products and services—especially in a tough economy,” said NFIB president and CEO Dan Danner. “Small Business Saturday is a reminder of how important the small-business sector is to our economy and why it’s so important to Shop Small all year around.”
Here are other key survey findings relating to Small Business Saturday activities:

  • 67% will offer discounts on specific items or general discounts on the day;
  • 36% will offer coupons for future offers or discounts;
  • 32% are starting their holiday promotions earlier than last year; and
  • 21% are planning to increase the number of employees working on Small Business Saturday.

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