Growth for UK's Small Business Saturday

Awareness of Small Business Saturday (SBS) in the UK is growing, with an extra £36m spent in small shops last weekend.

The initiative, which encouraged people to shop in their local businesses last Saturday (6th December), is in its second year, but has already seen a marked increase in footfall and sales for small businesses.

Altogether 16.5 million people shopped at indie stores in the UK on 6th December, up 20% in footfall on last year, according to a survey commissioned by backers American Express.

The promotional day began several years ago in America and has been imported over to the UK, backed by American Express, which gives customers £5 back when they spend £10 using their American Express card in participating small stores until 21st December.

Following television advertising from American Express promoting the initiative, a survey carried out in the 24 hours after the day found that 64% of people in the UK were aware of SBS – a 33% increase on last year. Of those, 55% shopped at a local business that day.  Shoppers spent an average of £30.56 per person, which equates to a total of £504m across the UK as a whole – up 7.6% (or £36m) on last year.  Just over two fifths (42%) of those people aware of the day who shopped in a small business on 6th December 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.

Several independent bookshops took part in the day, with Emma Corfield-Walters, owner of Book-ish in Crickhowell in the Brecon Beacons National Park, named as one of the Top 100 Small Business organisations who met Chancellor George Osborne at Downing Street last week.  

In Hayling Island, the local council provide free parking for the second year in a row for customers to take part in SBS. Marie Telford, owner of the Hayling Island Bookshop, said: “Most of the shops in our area did special offers. We offered 10% off books and 20% off toys and gave away free Tracey Emin Books Are My Bag bags for people who spent over a certain amount. I think the initiative is definitely growing, this time around a lot more people said they saw the adverts on TV, which really helped.”

Penny Mordaunt, the government minister responsible for High Streets, visited The Hayling Island Bookshop and met Telford, along with local MP David Willetts, who was buying gifts for family and friends.  

Michelle Ovens, campaign director of SBS, said: “Small Business Saturday is now a regular event that shines a light on small businesses throughout the UK in a way that is hugely beneficial to both the local and the national economy. Small Business Saturday will continue to showcase the level of diversity, innovation and talent that is active within our small business sector.”

Rafa Marquez, UK m.d. at American Express, added: “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”.