Saturday 6th December celebrated and supported the very best of small, local businesses, during the UK’s 2nd Small Business Saturday.

In-conjunction with Toluna, global online community panel specialists, we polled over 1,500 consumers to check the impact of Small Business Saturday on shopper behaviour (2014 results are shown below).

Despite only in its second year in the UK (originally imported from the US), awareness of Small Business Saturday is relatively high (63%*) compared to the more established Black Friday (93%) and Cyber Monday (78%). Awareness has benefited from national and local government backing, as well as co-ordinated campaigns from American Express, and the Small Business Saturday online and social media activities – and this awareness level is comparable to Amex’s own 2014 research (64%).

In common with Black Friday and Cyber Monday, Small Business Saturday appears to have created on the day sales too (25% ‘bought something’) and most reassuringly, only 5% disapproved of the day itself.

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

[* In 2013, 48% of UK consumers were aware of the day – source: Small Business Saturday website]Small Business Saturday Results