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  • Writer's pictureKaren Seiger

Stats Prove We All Actually Do Love Small Business Saturday

Get to the Greenmarkets on Wednesday!

Small Business Saturday is on November 26, 2016!

Obviously, I love to shop from small businesses at any possible time, and for any possible thing. I do it because so many people in the markets are pursuing their dreams of doing what they love and also supporting themselves and their families. Plus, they make amazing things. I don’t have room in my life for a lot of stuff (I live in New York City). So anything I purchase has to be high quality, super unique, or incredibly delicious, whether it’s a warm handknit hat, a new gold wedding ring (same husband), or an ear of corn grown by a farmer upstate.

When American Express launched Small Business Saturday in 2010, it sounded like a great marketing idea for both Amex and all the businesses in the country. The fact that a year later, Congress declared it a national shopping holiday is a testament to the enormous impact the campaign actually had on small businesses. Statistics from the Small Business Saturday Consumer Insights Survey conducted by the NFIB (National Federation of Independent Businesses) tell an impactful story:

Of consumers who are aware of Small Business Saturday,

  1. 89% agree that the day encourages them to “shop small” all year long, and not just during the holidays.

  2. 79% of consumers say they are willing to pay slightly more for an item if it is purchased from a small, independently-owned retailer, as opposed to online or a large retailer.

  3. 67% say they plan to spend at least $100 at small businesses on Saturday.

  4. 76% say they will shop from at least one small business as part of their overall holiday shopping.

  5. 91% say that supporting small, independently owned bars and restaurants is important to them.

  6. Here is the link to the full survey.

I’ve seen markets and market-based businesses benefit greatly from the day, leveraging it to build excitement in their own marketing, and attracting people to their events and market shops. Small Business Saturday is a rallying call that resonates with millions of businesses and consumers.

“What started as a single day in 2010 has turned into a movement.” This is what small business owner Nicole Reyhle told me over the phone. She owns Retail Minded, a wonderful resource site for news, education, and other kinds of support information for independent resources and other small businesses, and she is Amex’s spokesperson for Small Business Saturday. “Shopping small is about community and relationships, not just commerce. Small business owners are your neighbors, parents of your kids’ friends, friendly faces,” she says.

So this Saturday, please shop for gifts in the holiday markets, which are the seasonal home to thousands of creative entrepreneurs. And support the businesses, restaurants, bars, and other favorite haunts in your own neighborhood.

Between you and me, when my family picks our Secret Santas, people fight over who will get my gifts because I give the best presents under the tree, all from the holiday markets or my favorite local businesses. I’m not boasting. It’s just the honest truth.

There are fabulous special events happening on Small Business Saturday all over the city!

Free Rides to Shop Small in NYC with UberPOOL

  1. Location: NYC (all five boroughs)

  2. Time: All day on November 26th

  3. Details: To help shoppers get together and Shop Small on Small Business Saturday,Uber is offering free UberPOOL rides (up to $20) for American Express Card Members in NYC. Visit the Shop Small map to for ideas on where to go, and ride together to Shop Small!

Dance + Yoga Sesh with Daybreaker

  1. Location: The Highline Ballroom, 431 W 16th St, New York, NY 10011

  2. Time: 8:00am-11:00am EST

  3. Details: Daybreaker, the early morning dance movement, is kicking-off Small Business Saturday through an invigorating workout and dance party with music, DJs, performers and yoga/fitness, as well as food and beverages from local businesses.

Dine Small with The Infatuation

  1. Location:

  2. Pasquale Jones, 187 Mulberry Street, New York, NY 10012 – 1 hour “quick pizza” seatings: A glass of wine and a pizza

  3. Emmy Squared, 364 Grand Street, Brooklyn, NY 11211 – Double stacked Emmy Burger + Emmy Burger Pizza special

  4. Mimi Cheng’s, 179 2nd Ave, New York, NY 10003 – Exclusive Taiwanese Gua Boa special

  5. Happiest Hour – 121 W. 10th Street, New York, NY 10011 – Specialty item TBD

  6. Time: 3:00pm-6:00pm EST

  7. Details: The Infatuation is hosting Dine Small events at local restaurants in New York City, creating exclusive Small Business Saturday menu items.

The Market NYC

  1. Location: 290 Mulberry Street, Manhattan

  2. Time: 6:00pm-8:00pm

  3. Details: Shoppers can check out the 20+ small business vendors at The Market NYC while enjoying cocktails, snacks and promotions in honor of Small Business Saturday.


  1. Time: 10:00pm – 4:00pm and after party from 5:30pm – 6:30pm

  2. Activity: Get access to a map of all the participating small businesses across the UES through the Veea app. When you shop and check-in at 10 local businesses, you are entered to win a gift card. Then, come to the afterparty at Daisy for drinks and snacks with your UES neighbors.

Union Square Partnership

  1. Time: 2pm

  2. Activity: Host a walking tour in Union Square Park at the Cross Road of New York for free, which they will pass out holiday shopping guides encouraging attendees to shop small. Attendees on the walking tour will receive a 10-20 percent discount to one of the small businesses in the area to use while shopping after the tour.

Coop & Spree

  1. Time: 10AM-5:00PM

  2. Activity: Coop & Spree is hosting an in-store shopping event, incorporating treats from local small businesses such as Blackseed Bagels and Little Cupcake Bakeshop. Shoppers who spend more than $500 on their Amex on Small Business Saturday will receive a gift.

Park Slope Christmas Tree Lighting

  1. Time: 6:30pm – 8:00pm

  2. Activity: Join the Park Slope community for their annual tree lighting at 5th avenue and 4th Street. The first tree lighting of the NYC season, the festivities will include live music, a visit from Santa and free activities.

Brooklyn Flea + Smorgasburg

  1. Time: 10AM – 6PM

  2. Activity: Brooklyn Flea and Smorgasburg join Small Business Saturday for a day of promotions, special treats and sales.

 Tag your photos with #shopsmall, #smallbizsat, and #NYCMarkets!

Shop Local Shop SmallShop Markets


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