Millions of Americans will strike out this weekend on a search for the perfect holiday gift, and a new survey suggests that many will make a special effort to visit local small businesses.
“The overwhelming majority of Americans believes it’s important to shop at small businesses, not just for the holidays, but all year long,” said Elaine Parker, President of the Job Creators Network Foundation. “Americans know intuitively that when they shop at small businesses, they’re helping their friends and neighbors.”
According to the Job Creators Network/ScottRasmussen.com Weekly Pulse, released today, 42 percent of Americans will make a special effort this Saturday to put small business on their shopping list. Almost 40 percent say they have family or friends who run a small business. That figure jumps higher for Hispanics (47 percent) and Asians (50 percent). Millennials and their younger counterparts (Generation Z) are also likelier than older demographic cohorts to have family and friends who run businesses.
“Small business isn’t just an economic category, it’s a way of life for many Americans,” said Parker. “That fact is even more pronounced in certain communities.”
Fifty-four percent of Americans said they’ve shopped at a small business in the last 30 days. That figure rises to almost 70 percent for millennials.
The Saturday after Thanksgiving is recognized as Small Business Saturday. Retailers of every size have been marketing the day for a decade. Many offer special deals to entice shoppers to visit – in person or online. While 40 percent of Americans have heard about Small Business Saturday, 60 percent weren’t sure, or they guessed the wrong day (see question wording and crosstab results).
“Small Business Saturday is recognizable by a significant group of Americans, but the data suggests that there’s a much stronger general awareness of the importance of small business,” said pollster Scott Rasmussen. “The fact that almost nine in 10 Americans feel a personal obligation to shop at small businesses indicates a strong connection to local communities that would probably be hard for corporate brands to replicate.”
For more information about the Job Creators Network, please visit www.jobcreatorsnetwork.com.