Amid reports of falling small business confidence, research from the campaign found the festive season could deliver a lifeline for small businesses, with over £20 billion estimated to be spent by UK households over the ‘Golden Quarter’– the peak season from October to post-Christmas sales.

And with the public expected to direct up to a fifth (22%) of its Christmas spend towards independent firms – the small business economy could tap into approximately £4.4 billion. 

Encouragingly public support is already riding high as Brits overwhelmingly recognise the incredible value small businesses bring to local communities. Currently two thirds (66%) of people spend on goods or services with independent firms multiple times a month.

And research in partnership with Small Business Saturday’s principal supporter American Express also found four in five people (86%) believe it is important to support small businesses, with 62% believing they boost their local area. 

Convenience, customer experience and help for local charities and vulnerable people are some of the top benefits small businesses are seen to bring, according to Small Business Saturday’s survey of 2,000 members of the public. 

Taking place on 7 December Small Business Saturday is an annual campaign with a mission to support and celebrate the UK’s 5.5 million small businesses, encouraging people to 'shop local' and support small firms in their communities on the day and beyond.

“Small businesses deliver an immeasurable value that goes beyond their economic contribution – they are the heart and soul of our communities, bringing joy and vibrancy to our lives and local areas, as well as delivering essential local services,” says Michelle Ovens CBE, Director of Small Business Saturday UK. 

“Public support is absolutely vital for boosting small businesses across the UK on Small Business Saturday and beyond. Many are facing extended economic challenges, and need greater support and confidence to recover and keep going.” 

Small Business Saturday’s research also found UK households will spend an estimated £757 on seasonal celebrations on average with over a quarter (26%) expecting to spend more. Women are predominately found to be controlling the festive purse-strings, with 60% in charge of their household budget. 

"The festive season is a peak time for our business and we are doing all we can to attract customers by offering them something really special and unique,” says Simon Henry of York Gin, an independent craft distillery in the historic shambles.

“We’ve introduced a new signature mulled gin that is going down very well, and also creates a warm and inviting atmosphere in our 16th-century gin shop for locals and visitors to the city. We have also innovated by joining forces with other small businesses to offer fast-turnaround personalised engraving, as well as opening up the distillery for special Christmas tastings. Small businesses can create a lot of magic for people and the support we get back from the public makes all the difference to our business at this time of year.”

Small Business Saturday was originally founded by American Express in the US in 2010, and it remains the principal supporter of the campaign in the UK. Over the decade the campaign has been running in the UK it has engaged millions and seen billions of pounds spent with small firms on Small Business Saturday.

On Small Business Saturday, customers across the UK go out and support all types of small businesses, both online and in bricks-and-mortar stores; from independent shops and restaurants to small service and b2b based businesses like accountants and plumbers. Many small businesses celebrate the day by hosting events, offering promotions, and collaborating with other local businesses.

Dan Edelman, General Manager, UK Merchant Services at American Express, said: “With the festive period fast approaching, it’s heartening that public support for small businesses remains strong. Small Business Saturday is a campaign which remains as important now as when it first began. That’s why American Express is proud to champion the nation’s much-loved independent businesses as principal supporter, encouraging the nation to shop small.”

As well as encouraging the public to shop small, organisers are also urging people to support their favourite independents in other ways, whether it be leaving positive reviews or spreading the word amongst friends and family.

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