Results from the fifth-annual Small Business Saturday Consumer Insights Survey, show that more consumers (58%) than ever are aware of Small Business Saturday and more than six in ten (62%) consumers who plan to shop locally on the day, say the main reason they plan to shop at small retailers is because they value the contributions these businesses make to their community.

Nearly eight in ten (79%) consumers say they are willing to pay slightly more for an item if it is purchased from a small, independently-owned retailer as opposed to online or at a large retailer - on par with last year. 76% of US consumers say they will visit at least one small business as part of their overall holiday shopping, and 91% reported that supporting small, independently-owned businesses is important to them.

“Since its inception, Small Business Saturday has brought national attention to supporting the local businesses we love,” said Elizabeth Rutledge, Executive Vice President, Global Advertising & Brand Management at American Express. “It reminds consumers of how valuable small businesses are to our communities.”