In brief: Small Business Saturday exceeds expectations, survey says
Consumers who indicated they were aware of Small Business Saturday spent about $5.5 billion with independent merchants for the event, whereas pre-holiday surveys estimated about $5.3 billion, according to numbers released this week.
The recent study released by the National Federation of Independent Business and American Express measured awareness of Small Business Saturday and found it jumped to 67 percent from 34 percent in a roughly two-week timeframe.
Of those who were aware, 47 percent shopped on Small Business Saturday, a news release stated.
Small Business Saturday — the day after Black Friday — was created in 2010 to help bring more customers to small businesses.