The Benefits of Shopping Small This season
(NewsUSA) – Small Business Saturday casts a
national spotlight annually on independently-owned businesses, which incorporates a good sort of
shopping options, from the mom-and-pop storefronts in your area people to home-based e-commerce
businesses. Since its inception in 2010, Small Business Saturday spending has reached an estimated
$103 billion, consistent with American Express.
Motivated by the potential for growth, small businesses across the country are taking
advantage of this movement with more enthusiasm year after year, given strong consumer response. GS1
The US, an information standards organization that helps small brands identify their products for
commerce, recently spoke with small business owners who have run successful Small Business Saturday
campaigns. They discussed three big benefits of purchasing from small businesses this holiday
Consumers are hungry for a good sort of unique products, which provides
the prime motivation for shoppers to support small businesses.
“People shop small because it makes them feel good. It allows people to
discover interesting products, and desire they’re helping a true person, as against an enormous
corporation,” says Andrew Jacobs, CEO of JAM Paper and
Envelope, an e-commerce paper company.
According to a study by the NFIB and American Express last year, nearly two-thirds of
online shoppers (65 percent) are likely to hunt out small, independently-owned retailers. This
helps unique products from small brands compete right alongside products from larger, well-known
“It’s so important for little businesses to be recognized so as to compete with
big businesses,” says Lisa Burginger, founding father of Qubits Toy,
Inc., a corporation that creates colorful building sets for teenagers. “For our company, it’s our
busiest time of the year.”
For many consumers, shopping small is driven by the will to support their
local communities. When consumers spend $100 at an area business, roughly $68 stays in their local
economy, consistent with a recent Civics Economy study. The local impact, which helps benefit food,
service, and civic organizations within the community, might be 50 percent larger than an identical
purchase from a regional or national retailer.
“I believe people want to support their communities,” says Allison White,
founder of Scout Cart, a singular personal utility cart company. “They often know the owners of
local small businesses and these small businesses often provide employment opportunities for the
young adults in our families.”
Small businesses can use additional consumer attention to nurture brand
loyalty beyond only one day. consistent with the 2018 Small Business Saturday Consumer Insights
The survey, 96 percent of consumers who reported shopping on Small Business Saturday said the day makes
they want to buy “small” all year long, not just during the vacation
“Small businesses can offer you special services, discounts, and one-to-one
customer service that big businesses can’t always offer,” says Burger.
Increasingly, shopping is a few shared experience – the tiny businesses that
create memorable moments for consumers will likely experience growth.
“The next generation is trying to find quite just a product, they need an
experience,” says Travis Wayne, product manager, TEKLYNX, a barcode software company that’s certified as a GS1
US Solution Partner, a program that helps small businesses find qualified partners to assist them
reach more consumers.
“When you walk into an ironmongery shop, for instance, or if you shop online, it’s
more about personalizing that have and ensuring that the consumers get what they have. Some
businesses teach instructional courses on a product or supply some quite educational
information. It’s about going above and beyond consumer expectations with the hopes of accelerating
the sale and maintaining a customer for all times .”
Taking advantage of Small Business Saturday is ultimately only one way small
brands are setting themselves up for growth. Beyond the vacation season, businesses of all sizes
need to think strategically to achieve a competitive retail landscape. Visit www.gs1us.org/small-business
to access research from GS1 US on the ambitions and challenges of small businesses, watch videos
featuring entrepreneurs, and learn more about their growth journeys.