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

AudienceSCAN’s Free Whitepaper Provides 12 Insights and Related Marketing Tips for Small Business Saturday®, November 29, 2014

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® .White-Paper-Cover

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.AudienceSCAN-logo


AudienceSCAN provides insights into future customers’ purchase intent, personal goals, shopping motivations, and more for the upcoming year. Its annual study of more than 14,000 consumers profiles nearly 1,000 U.S. audiences to help marketers strategically target their audiences. AudienceSCAN data, available in AdMall PRO and AdMall for Agencies, is designed for the specific needs of media companies and advertising agencies. AudienceSCAN is a registered trademark of Sales Development Services, Inc. and is not affiliated with American Express.


Sales Development Services, Inc. (SDS) – a Westerville, Ohio firm founded in 1989 – is the parent company of AdMall, AudienceSCAN, SalesTouch® and Media Sales Today™ — the online publication for media sales, marketing and management. SDS also leads the Agency New Business Hunters and Media Sales Professionals groups on LinkedIn.


Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.