Main Street could see smaller crowds this Small Business Saturday, survey shows

Portrait of small business owner

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American Express created Small Business Saturday in 2010 to try to encourage shoppers to support local retailers, but a new CNBC/SurveyMonkey Small Business Survey shows waning enthusiasm for the day.

The survey, conducted Nov. 20–22, surveyed 2,397 Americans nationwide across all age demographics.

Thirty-nine percent of respondents surveyed say they plan to patronize a small business tomorrow. That’s down from 44% a year ago. Of those who plan to shop on Small Business Saturday, 58% will do their shopping in person, while a third will do a mix of online and in-person shopping. Eight percent will patronize small businesses online only.

Small Business Saturday sales hit a record of $17.8 billion in 2018, according to American Express. About $3 billion of that was

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