Strong consumer solidarity prevailed on Saturday for small businesses despite stormy conditions sweeping the UK.
According to new research from American Express, more than 10 million Britons shopped at independent retailers on December 7, braving the influence of Storm Darragh to pump an estimated £634 million into small businesses both in-store and online.
The study, which polled 4,000 adults across the country, found average spending per customer reached its highest level since 2020. More than half of respondents (53%) said they shopped small to show support for high street traders, While nearly two in five (39%) acknowledged the challenges small businesses have faced recently. In a promising sign of the sector’s future resilience, 70% of those surveyed said they intend to continue shopping small in the coming year because of the positive impact these companies have on their local communities.
American Express, which founded and was a major backer of Small Business Saturday, noted that the results were based on consumers’ self-reported spending rather than actual sales data or card member spending numbers. Over the 12 years the initiative has been running in the UK, it has encouraged millions to take part and helped generate billions of pounds in sales for small businesses.
The research also showed that Britain’s tendency to ‘shop small’ extends far beyond a single day. Among those who increased their support for small businesses this year, nearly three-quarters (72%) reported that they made an intentional effort to shop with them wherever possible. A further 60% said they had recommended independent retailers to family and friends, and almost a third (31%) had left positive online reviews to help boost the reputation of these businesses.
This year’s Small Business Saturday received broad political support, cutting across party lines. Prime Minister Sir Keir Starmer hosted a reception for small businesses in Downing Street, while Chancellor of the Exchequer Rachel Reeves visited independent businesses in Leeds. Prominent political figures, including opposition leader Kemi Badenoch, have publicly supported the campaign. Other notable supporters include Mayor of London Sadiq Khan and Mayor of Greater Manchester Andy Burnham.
On Saturday, Small Business Director Michelle Ovens welcomed the strong turnout and spending, especially in the face of bad weather. “It’s great to see shoppers braving the stormy conditions to support their local businesses, and the rise in spending per shopper is a boost at a critical time,” she said. “By choosing to buy local, even on tight household budgets, consumers can make a tangible difference in their communities.” This support throughout December and the holiday season could pave the way for a more optimistic 2025.
Dan Edelman, General Manager of Merchant Services at American Express UK, added: “Small businesses are the backbone of our communities, so it is encouraging to see consumers supporting them despite the challenges of the weather. This determination to ‘shop small’ is a vital element in preserving our high streets.” Healthy and prosperous as we approach the new year.