Consumer spending is expected to rise this festive season, with Small Business Saturday predicting the nation could splash out more than £23 billion – a 16 per cent increase on last year, in line with inflation. Over a quarter of Brits plan to spend more on Christmas this year (28 per cent), with around 22 per cent of budgets going to small businesses.
Support for independents remains strong across the country. Over half of UK shoppers (58 per cent) say they have a favourite small business, while four in five (84 per cent) believe it is important to back indies. An overwhelming 95 per cent agree that small businesses add value to their communities.
Small Business Saturday, taking place on 6 December, provides a timely boost for retailers – with many expected to run special promotions, in-store events and celebrations: “Small businesses are the nation’s favourite businesses and essential to both their communities and the UK economy,” says Michelle Ovens CBE, director of Small Business Saturday UK. “This year we hope everyone will support their favourite independents, online or in person, and show entrepreneurs that the public is backing them all the way.”
American Express, which launched Small Business Saturday in the US in 2010, continues as the campaign’s principal UK supporter. “Behind every small business is a person – a dreamer, a doer, someone devoted to their community,” says Dan Edelman, general manager, UK Merchant Services. “This research shows just how much the public values these individuals. Amex is proud to back them.”
Since its UK debut in 2013, the campaign has grown steadily. Last year more than 10 million Brits shopped small on the day, spending £634 million online and in store – the highest average per person since 2020. Customers supported a wide range of independents, from fashion boutiques and restaurants to service businesses, many of which marked the occasion with events, promotions and local collaborations.
Small Business Saturday returns on 6 December, with organisers urging independents to take part and make the most of the festive season.