Small Business Saturday is getting bigger.
Shoppers spent an estimated $5.7 billion with independent merchants this year, up 3.6 percent from the $5.5 billion they spent last year on Small Business Saturday.
Consumer awareness of the event, which promotes shopping at local, independent businesses, rose to 71 percent from 67 percent during the same period a year ago, according to information compiled by the National Federation of Independent Business and American Express.
About 46 percent of those who were aware of the event, said they shopped on Small Business Saturday.
“We hope that support of small firms, retailers, restaurants and other independent businesses continues throughout the holiday season,” said Dan Danner, the federation’s chief executive.