
An estimated 112 million consumers reported shopping at small businesses on Small Business Saturday, marking a 13 percent increase from 2015. However, despite that increase in foot traffic, total reported spending on the day reached an estimated $15.4 billion, a decrease from the estimated $16.2 billion spent in 2015. However, there was some positive momentum for this year's Small Business Saturday: more than 480 organizations joined the Small Business Saturday Coalition, a 13 percent increase over last year; there were 135 million social media engagements in support of Small Business Saturday, up from 85 million in 2015; and a record-high 72 percent of consumers said they were aware of Small Business Saturday.
Total Retail's Take: The decrease in sales from 2015 has to be a bit discouraging from small business owners. While awareness and participation amongst consumers on Small Business Saturday are on the upswing, sales went the other direction. While certainly a worthwhile venture, Small Business Saturday or not, local businesses are still fighting an uphill battle against their big-box brethren, which can beat them on price time and time again. And unfortunately for small businesses, price is often the determining factor in purchase decision for many consumers.

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.