Nearly 60% of Small Business Saturday Shoppers Have Above-​Average Incomes

Nearly 60% of U.S. Adults who shopped at a locally-​owned business on Small Business Saturday in 2013 had above average incomes, according to a new whitepaper released today by AudienceSCAN®. In fact, high-​income adults ($100,000+) are nearly 40% more likely to be Small Business Saturday Shoppers than those with household incomes under $100,000. “86% of Small Business Saturday shoppers don’t mind paying more for high quality, and they are more likely to appreciate the kind of personal service that puts small businesses on level footing with their chain-​store competitors,” said C. Lee Smith, AudienceSCAN president and CEO. “Merchants should take full advantage of Small Business Saturday to aggressively promote locally-​made products and the benefits of buying local. “ The free whitepaper includes 12 insights from the full AudienceSCAN report “Small Business Saturday Shoppers,” as well as 12 tips to help marketers use this data to connect with this audience. To download the free whitepaper, and to receive the free AudienceSCAN daily email, visit AudienceSCAN​.com. AudienceSCAN also provides Daily Briefings through the free AudienceSCAN mobile app for Apple iOS, Google Android and Amazon Fire. Small Business Saturday, created by American Express in 2010, encourages holiday shoppers to support local businesses on the Saturday after Thanksgiving. American Express has not endorsed this research study, nor approved of its contents. 

C. Lee Smith

C. Lee Smith

CEO and Founder at SalesFuel
C. Lee Smith is the President/​CEO of SalesFuel - a firm he founded in 1989. He was named one of the 14 Leading Sales Consultants by Selling Power magazine. Lee is the creator of the AdMall® and SalesFuel COACH™ SaaS platforms. He is also a Gitomer Certified Advisor, expert on the Sales Experts Channel and a C‑Suite Network Advisor.
C. Lee Smith


CEO of @SalesFuel | Bestselling Author of "SalesCred" and "Hire Smarter, Sell More!" | Keynote Speaker | Certified Behavioral Analyst | Sales Credibility Expert
Excited to join this awesome panel. Panel Discussion: So, You’re Hiring Again? Today! 1:20–1:50pm… — 4 days ago
C. Lee Smith