New Study: Small Business Saturday More Lucrative than Ever with Upscale Consumers

WESTERVILLE, Ohio (October 19, 2015) ‰During the busiest shopping period of the year, Small Business Saturday reminds and encourages shoppers to support their local small businesses during the holiday season and beyond. SMBs recognize how important it is to reach these shoppers and now is the time to start planning a strategy.

AudienceSCAN‰'s annual ‰Small Business Saturday Shoppers 2015‰ white paper clearly shows small and medium-​sized businesses that planning for, and participating in, this national event can yield lucrative results. The paper contains fresh data from an annual survey of more than 14,000 consumers, revealing cutting-​edge information in the hearts and minds of those most likely to be this year‰'s best customers.

The new data shows 26.7% of Small Business Saturday shoppers have household incomes of $100,000+. That‰Ûªs 69% more likely than the average U.S. adult.åÊ When selecting your inventory, it‰Ûªs key to know that 75% of Small Business Saturday shoppers are willing to pay more for higher quality on most products.

These are among the 12 data points about these consumers included in the white paper — which also shows that in preparation for the day, businesses need to utilize a multi-​pronged blend of marketing strategies.

‰ÛÏThe recommendation this year is for small business owners to harness as many digital portals as you can simultaneously,‰Û AudienceSCAN CEO C. Lee Smith says. ‰ÛÏEmail blasts aren‰Ûªt enough. You have to reach consumers via smartphones, social media, your website and send messages that both resonate and include a strong call to action. Most importantly, you have to start a minimum of two weeks before Small Business Saturday.‰Û

Some other key highlights of the white paper include:

-Small Business Saturday shoppers are 55% more likely than average to have taken action after seeing ads on mobile apps or text message ads in the past month.

-If all other things are similar, 64% of Small Business Saturday shoppers will shop at a different store to support an important cause or charity.

The white paper also offers critical, important information and breakdowns of income brackets, social media portal utilization rates, as well as the most common charities/​philanthropic organization types consumers are currently interested in.

Get all 12 insights and additional data now! You can download the free white paper from AudienceSCAN​.com by clicking here.

Media, please note if you would like enhanced data from the survey, customized to your audience and explained by C. Lee Smith, we are happy to work with your team on further editorial.


AudienceSCAN provides valuable research, forecasts, analysis and enabling strategic advertisers and marketers to make the best decisions for the growth of their business. AudienceSCAN sets out to learn more about the people in the United States who are most likely to have similar interests or attitudes about a particular subject. The purpose of this research was not only to identify them demographically and geographically, but more importantly, psychographically to understand what is in the hearts and minds of these potential customers. The study provides insights on products/​services, along with consumer insights and purchase intent data on hundreds of digital and traditional media audiences and industry categories. This intelligence is available in AdMallå¨ PRO and AdMall for Agencies, which are designed for the specific needs of media companies and advertising agencies.





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.