New Study Shows Flat Engagement for Small Business Saturday


SalesFuel’s Small Business Saturday free white paper vital to helping businesses boost participation on Nov. 25

WESTERVILLE, Ohio (October 25, 2017) — Small Business Saturday this year is November 25 and in advance of it, SalesFuel is releasing its free white paper, “2017 Small Business Saturday Shoppers: Helping Small Businesses Compete with Big-Box and Online Giants.”

In it, SalesFuel uses data from its 2017 AudienceSCAN® survey to offer small businesses helpful direction for taking full advantage of Small Business Saturday.

AudienceSCAN surveyed 18,996 adults in a manner that is 95% representative of the adult population of the United States. The data found can help businesses prepare this year’s marketing and business strategies going into Small Business Saturday.

The research comes at a critical time when the data is showing no growth in participation in the #SHOPSMALL holiday movement.
• SalesFuel’s most recent AudienceSCAN® survey found 23.7% of U.S. adults shopped at a locally owned business on Small Business Saturday in 2016.
• Although this percentage has been flat for the past two years, it’s still a big drop from 2014 – when 28.7% of Americans said they shopped small.
Are small businesses doing enough to promote this holiday-shopping day? Could communities come together in bigger ways to cross-promote local business and present a united front? We at SalesFuel think the small business community is missing opportunities.

“This year a USA TODAY article is reporting that Small Business Saturday remains a success for many small businesses, but it’s critical for these business to promote their involvement,” says SalesFuel CEO C. Lee Smith. “SalesFuel’s purchase intent data and marketing recommendations in this free white paper are more important than ever to assist small businesses in positioning themselves for the #SHOPSMALL event.”
The free white paper includes intelligence on:
• Hot item categories this year,include Facial/Day Spa Services, Stereos/Home Audio, Business Suits and Family Portraits/Senior Pictures
• Tips for small business offering photography or antique sales
• Which items in the vehicle sector are hot this year for purchase intent
• Tying Cyber Monday Shoppers into Small Business Saturday
• Where to put advertising dollars based on devices
• How Small Business Saturday Shoppers search


About the annual AudienceSCAN survey
From February 17 through March 14, 2017, SalesFuel surveyed an online consumer panel of 18,996 adults in a manner that is 95% representative of the adult population of the United States. 13,364 adults fully completed the AudienceSCAN survey. The margin of error for this study is +/- 0.85 percentage points. The margin of error in segments representing those with particular interests or attitudes will be higher. All online survey interviewees were screened to identify and verify user information, location and demographics and to delete all duplicate/multiple entries. The survey respondents were controlled by geographic region, age, race, income, marital status, presence of children in the household and gender to more accurately reflect the adult population of the United States.

About AudienceSCAN
AudienceSCAN survey’s purchase intent profiles specifically highlight consumers who are taking action within the next 12 months. This year, SalesFuel added 31 new profiles to its research database, including 15 new purchase intent shopper profiles. AudienceSCAN research now features nearly 1,400 total audiences.
AudienceSCAN data is available through the SalesFuel API, AdMall for Media, AdMall for Agencies or our custom guided sales apps for vertical sales. Dashboard Datasets are also available for marketers to use in their business dashboards.
About SalesFuel
SalesFuel provides more than 2,000 sales teams nationwide with “The Power to Sell Smarter” through its unique portfolio of sales tools, training and intelligence. This empowers sales teams to provide value-first to their accounts, stand out from their competition and attract a higher level of talent and clientele.

SalesFuel is proud of its new TeamKeeper® product, a revolutionary new data-driven platform helping managers and team leaders Manage Smarter™.

The company also has its popular AdMall® product line for media sales and agency new business hunters. The company’s current core products also include the SalesFuel API and Gitomer Certified Sales Training. SalesFuel’s team of sales transformation consultants can provide assistance with strategic planning, pricing models, compensation/incentive programs and digital marketing.

Thought leadership is delivered free-of-charge through the firm’s many white papers and daily sales briefings at SalesFuel also produces the and SalesFuel Today e-publications, which are updated several times daily for sales professionals across North America.

For more information, visit our website at

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