This is just a glimpse of the insights available to CivicScience clients. Want to see the full picture? Let’s talk.
Black Friday and Cyber Monday capture much of the attention when it comes to Thanksgiving Weekend shopping, but Small Business Saturday, in between the two, is proving to be a day that should not be ignored. New CivicScience data focused on Small Business Saturday finds consumer intent has steadily risen since 2021 – as much as 64% report they are at least ‘somewhat’ likely to shop the event this year, a two-point increase from last year and a nine-point jump from 2021.
Join the Conversation: Do you plan to support local businesses on Small Business Saturday?
A new variable that’s particularly unique to the event this year – the 2024 election. CivicScience data in the immediate aftermath of the election has found noteworthy shifts in consumer behavior as a result of the election. This appears to extend to Small Business Saturday as well, with 32% of those who are ‘very’ likely to shop during the day reporting they’re shopping/buying more due to the election outcome (compared to 20% ‘not at all’ likely to partake in Small Business Saturday shopping).
Interestingly, however, unlike other election-related trend shifts being driven overwhelmingly by Republicans, Democrats and especially Independents have become even more likely to shop Small Business Saturday this year. Perhaps looking to target brands that more closely align with their personal views. That said, intent among Republicans also increased, but at a slightly smaller rate.
Who is the Small Business Saturday Shopper?
CivicScience’s database of over 100K crossable questions highlights who’s ‘very’ likely to plan on shopping the day:
- Gen Z aged 18-24: Nearly 3-in-10 Gen Z adults between the ages of 18-24 are ‘very’ likely to participate in Small Business Saturday shopping.
- Americans living in the West and South: Respondents in the West and South show the highest level of intent while those living in the Midwest are least likely.
- Those concerned about a company’s social consciousness: 56% of likely shoppers report a company’s social consciousness and overall kindness is very important to them, compared to 21% of those unlikely to shop.
- Supporters of minority-owned businesses: They’re six times more likely than non-shoppers to say they shop at minority-owned businesses ‘every chance I get.’
- Online holiday shoppers: Shoppers over-index in plans to do at least half of their holiday shopping online compared to those unlikely to shop Small Business Saturday (48% to 43%).
Let Us Know: Do you typically support small businesses in your area?
As Small Business Saturday continues to gain momentum, its appeal reflects broader consumer values, including an emphasis on supporting socially conscious companies and the convenience of online shopping. With the added influence of post-election sentiment, this year’s turnout could further solidify the day’s role as an emerging player in the holiday shopping season – particularly among younger, engaged, and value-driven demographics.
