Last week, American Express and the National Federation of Independent Business (NFIB) released some exciting stats on this year’s Small Business Saturday (November 30th). Here are 5 things you should take away from the 2013 Small Business Saturday Consumer Insights Survey:

1. More people know about Small Business Saturday than ever.
The marketing and awareness campaigns on traditional and social media have been successful in spreading the word. Consumer awareness of the event has grown from 67% in 2013 to 71% in 2013.

2. Many of the people who know are participating.
Of the consumers who report being aware of Small Business Saturday, nearly half (46%) reported shopping with an independent business on the day of the event. Even if that percentage were to stay the same, if the rise in awareness continues going up it will mean more and more dollars for small business.

3. More money was spent by those who participated.
The survey reports that 5.7 billion dollars were spent at small businesses on the day of the event — that’s a 3.6% increase from 2012. As consumer confidence improves, hopefully that number will continue to grow in coming years.

4. Elected officials gave Small Business Saturday some love.
The most widely known act of governmental support for Small Business Saturday was President Obama’s visit to an independent bookstore in Washington, DC. However, many lesser-known acts of support were shown by officials in all 50 states as well.

5. Participating businesses took advantage of tools and materials.
All told, small businesses and marketing accessed 352,000 free tools and materials to get the word out about Small Business Saturday. One of which was the Facebook optimizing tool Pagemodo, which is near and dear to our hearts.

Overall, I think it’s fair to say that Small Business Saturday was a big success again this year. There are definitely some negative articles floating around the web this week about how Small Business Saturday was thought up by the marketing and advertising people at American Express, suggesting that somehow devalues the event. And while it’s true that Small Business Saturday was probably created to boost the association between the American Express brand and small business advocacy, I really don’t see how that should make us less excited about it.

After all, American Express is an incredibly successful company with a highly valuable brand. In looking at all of the places where an advocacy marketing campaign could come from, I think small business owners could do a lot worse than American Express.

How did your small business fare on November 30th? Let us know in the comments below.

About the Author: Sarah Matista is the Online Content Specialist and resident blogger at Webs. Loves branding, marketing, whales. Get more from Sarah on Webs’ Blog and Google+.

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