Small Business Saturday Cuts Through the Noise on Social

Shana Vogan Shana Vogan, Social Solutions Specialist

Last weekend was one of the biggest events of the year for shoppers and retailers alike, as Black Friday and Cyber Monday tempted consumers to open their wallets with big discounts.

With twitter feeds and email inboxes inundated with festive discounts and incentives, much of the online conversations revolve around Black Friday and Cyber Monday. But sandwiched between these two massive holiday events was Small Business Saturday, an initiative designed to persuade buyers to support smaller local and independent businesses. White it’s a much smaller shopping holiday, it boasts a much larger impact.

The idea is gaining traction with 1.2 million mentions of Small Business Saturday on Twitter, over the course of 2 weeks in 2019 and, a reach of over six billion. Beyond this, renowned organizations and brands like Google and NASA are ensuring their voices are heard in support of the movement.

The event began in the US, and that’s still where most of the discussion about it takes place, but this year we also saw countries like the UK, Canada, Australia and South Africa chiming in on this topic and supporting business across diverse communities and cultures. In fact, one of the most popular hashtags for the event turned out to be #SmallBizSatUK in the United Kingdom.  Other popular hashtags included: #shopsmall #shoplocal #smallbusinesssaturday #smallbusiness #smallbiz, many of which have held strong year over year.

It’s apparent that consumers are becoming more community-conscious, opting to invest hard earned money into their local economy rather than big box retailers. So, there was no surprise that our sentiment analysis showed that the vast majority of the discussions around Small Business Saturday were positive.

And that’s also reflected in the most popular emojis used in tweets about Small Business Saturday.

Here’s our infographic on #SmallBusinessSaturday – feel free to share! Download here for full version.