Americans are Willing to Travel up to 8 Miles to Support Small Businesses


Business owner hanging an open sign at a cafe

Photo: Digital Vision

Photo: Getty

When you're planning your Black Friday shopping this year, don't forget to look for deals beyond those offered at the larger chain stores. Black Friday may get all the headlines, but Small Business Saturday is also a thing! The Southern Tier has so many wonderful small businesses and a new study has me optimistic that they'll see a boost this holiday season.

Not only are more of us back out driving regularly versus this time last year, we're also willing to travel further for the right reason.

A recent survey of 2,003 Americans found that as many gear up for the holiday shopping rush, 59% plan to skip shopping this Black Friday, listing reasons such as avoiding large crowds (28%) and never participating in the shopping festivities (27%).

Instead, nearly half (48%) said they will shop at local businesses on Small Business Saturday.

Conducted by OnePoll on behalf of SurePayroll ahead of Small Business Saturday, the survey also found that eight in 10 feel that small businesses are vital to their community and are overcome with sadness when they close up shop.

Seven in 10 Americans would skip a nearby chain and trek an average of eight miles away to support their favorite independent small business.

And while 37% find small businesses to be a little more expensive, 46% are hoping to save a few extra bucks if they shop at small, independently owned businesses this Black Friday.

Top types of products bought at small businesses:

  1. Groceries
  2. Dine-in meals
  3. Morning coffee
  4. Books
  5. Beauty Products

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