The first Saturday in December is Small Business Saturday UK.

Established in 2013, the UK movement seeks to celebrate and support small businesses – both traditional local ‘bricks & mortar’ retailers and also online equivalents.

In-conjunction with Toluna, global online community panel specialists, we polled over 2,300 UK consumers to repeat our annual Small Business Saturday poll to measure how shopping behaviour compared to last year. 

Whilst awareness of Small Business Saturday (55%) appears to be lower year-on-year (-7% points), on the day buyers from a small business (25%) has held steady and in fact, additional on the day buying, over and above what would have been bought usually, has increased (+2% points to 11%). 

This uplift is also reflected in recent media reports, related to Small Business Saturday, with analysts stating a £119m overall increase in spend year-on-year (up 24%), with almost half of UK shoppers claiming to have spent more than normal with a small business on Small Business Saturday. 

It is also interesting to note, from our poll, that three times as many 16-34s bought something from a small business that they wouldn’t have otherwise bought and very few disapproved of the day itself (4%). 

To find out more about Small Business Saturday, visit: Small Business Saturday UK and @SmallBizSatUK.

Small Business Saturday