Small Business Saturday sees spend hit all-time high

Spend with small businesses this Small Business Saturday (2nd December) hit an all time high of £748 million.

There may have been a wintry chill in the air this weekend but Saturday saw the UK’s small business community benefit from the warmth of the British public who were out in force to support Small Business Saturday (2nd December 2017).

According to an American Express commissioned survey undertaken in the 48 hours following Small Business Saturday, an estimated £748 million was spent with small businesses across the UK. This was up four per cent from the £717 million spent on Small Business Saturday last year, with 56 per cent of those aware of the day saying they spent more than usual.

Now in its fifth year, Small Business Saturday continues to enjoy the support of the British public. Meanwhile, backing from local authorities was up from 80 per cent in 2016 to 87 per cent this year, with active support for the campaign including small business events and free parking on the day.

Positive consumer sentiment and support for small businesses was echoed through social media. Over 115,000 tweets were sent on the day itself reaching more than 115 million people, with Small Business Saturday UK trending at number one in the UK. Facebook and Instagram posts were also up on 2016, with more people sharing their Small Business Saturday stories.

Michelle Ovens MBE, campaign director of Small Business Saturday says, ‘In its fifth year, Small Business Saturday has once again seen a boost in spending with Britain’s small independent businesses. There’s been a phenomenal response from small businesses in communities across the UK again this year so it’s fantastic that a record amount was spent with them this Small Business Saturday.’

Charlotte Duerden, general manager, American Express UK, says, ‘We are proud to have supported Small Business Saturday since it was launched in the UK five years ago and are delighted to see it become an established day in the shopping calendar. The British public have once again shown their support for small businesses across the country and the vital contribution they make to their communities and the economy.’

Jo MacFarlane, owner of Jo MacFarlane, a luxury candle store in Anstruther, Scotland, comments, ‘The Small Business Saturday campaign has made such a big difference for us. It was such a special day this year, with so many local businesses involved and customers responding by shopping with us, in what has become a fantastic tradition at the start of the Christmas period. It’s a wonderful grassroots initiative that has been hugely successful in celebrating small businesses and it’s certainly attracted new shoppers and boosted sales.’

How the UK showed its support on 2nd December 2017

  • An estimated £748 million was spent with small businesses across the UK on the day.
  • This was an increase of four per cent on Small Business Saturday last year.
  • More than 115,000 tweets were sent on the day itself, reaching more than 115 million people.
  • Small Business Saturday UK trended at number one in the UK.
  • More than 250 small business organisations supported the nationwide initiative, including the Federation of Small Businesses and Enterprise Nation.
  • Politicians including the Prime Minister and the Mayor of London; fashion designer Alexa Chung and British actress Billie Piper all publicly supported Small Business Saturday.

Further reading on Small Business Saturday

Owen Gough, SmallBusiness UK

Owen Gough

Owen was a reporter for Bonhill Group plc writing across the and titles before moving on to be a Digital Technology reporter for the

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Small Business Saturday