UK Festive Season: A Small Business Bonanza
Picture this: every household in the UK is ready to splurge more than £20 billion on Christmas and beyond. Small shops, cafes, craft stalls and more are eyeing a slice of that pie — roughly £4.4 billion or 5 % of the total festive spend. It’s a golden opportunity that’s as thrilling as a midnight Santa dash down the hallway!
Why Small Businesses Are in the Spotlight
The Small Business Saturday movement, kicking off a week after Black Friday on 7 December, wants shoppers to step away from the big-box giants and show love to the little guys. Supported by the big name American Express, the campaign is all about keeping these businesses alive and kicking in a world still shaken by the cost‑of‑living crash.
- Four‑fifths (86 %) of people say it’s essential to support small firms.
- Two‑thirds (66 %) buy from them multiple times a month.
- 60 % of households are run by women — they’re the real financial wizards behind the festive budget.
- 26 % of shoppers are planning to spend extra on Christmas this year.
The Numbers All About the Spend
Typical household spending in the season tops out at about £757. On average, customers spend that amount, but a lucky quarter expects to go beyond — giving small merchants a chance to capture that surplus. In total, the performance of the festive outing could bring in up to £4.4 billion for small businesses across the UK.
Industry Voices: The Power of Support
Michelle Ovens CBE, director of Small Business Saturday UK, emphasises the urgency: “Public support is the lifeblood that keeps small shops afloat. With a massive holiday spend up for grabs, this interaction could be a game changer. Still, we need to keep hearts beating for market stalls, local eateries, and hand‑made artisans.” She’s not just preaching; she’s waving a literal banner for the community.
From a chef’s kitchen to the calculator, the campaign covers a wide array: kitchen‑kiosk, music gigs, local accountants, plumbers, and digital marketers. With events, promos, and local shop-offs, the holiday draws crowds wherever the hustle is.
Small Business Saturday: The Real‑World Tale
Take International Elf Service, run by Emily Beckloff. They produce Christmas letters, moon‑lit newsletters, and festive surprises for kids. Emily says: “The nine months before the holidays are the peak season hustle. We’re pushing hard to beat the mega‑retailers. If customers, our partners and fellow small firms keep backing us, we can sprinkle a little extra magic into families’ winter traditions.”
American Express: Champions of the Community
Dan Edelman, UK Merchant Services general manager, calls the climate “heart‑warming.” He notes, “We’re proud to champion local businesses that bring joy to everyday life. The holiday’s swell means we see strong support for small shops, and that’s exactly why we stand behind Small Business Saturday.”
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