Small Businesses Expecting Big Gains –

If massive crowds of people and insanely long check-out lanes aren’t your thing, chances are you won’t be partaking in the madness that is Black Friday shopping. And you won’t be alone.

According to a recent survey by CouponCabin, 60% of U.S. adults said they aren’t sure or don’t plan to shop on Black Friday—the Friday after Thanksgiving commonly referred to as the beginning of the Christmas shopping season. Thirty-four percent responded that the thought of so many people in one store was scary.

Nestled between Black Friday and Cyber Monday—the Monday following Thanksgiving in which people are encouraged to shop online for exclusive deals—is Small Business Saturday.

Small Business Saturday, created in 2010, is a day to support local businesses and serves as the beginning of the Christmas holiday shopping season for independent retailers. This year it falls on November 24.

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The National Federation of Independent Businesses (NFIB) and American Express recently released the first Small Business Saturday Insight Survey. Findings revealed that 46% of independent merchants plan to incorporate Small Business Saturday as part of their holiday strategy and 67% said they will offer discounts on November 24.

“Research has shown that American consumers have a deep trust in, and admiration for, the small business community. Small Business Saturday gives them a chance to show their appreciation – and help America’s essential job creators in a very real way – by patronizing small shops, restaurants and service providers,” NFIB CEO Dan Danner said in a press release. “And anything that helps with sales is certainly appreciated by small business owners, many of whom have struggled to stay afloat in a rough and uncertain economy.”

While 37% of independent merchants said Black Friday, Cyber Monday and Small Business Saturday were equally important shopping days during the holiday season, 34% said Small Business Saturday is the most important shopping day during holiday season.

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