Research by American Express indicated that more than 10 million Britons shopped at independent retailers on Small Business Saturday, generating an estimated £634 million in spending.
Over half of survey respondents expressed their intent to shop small in the coming year, citing a sense of community support and acknowledgment of the challenges small businesses face.
A significant 72% of respondents reported increasing their efforts to shop with smaller enterprises this year, while 60% recommended local retailers to family and friends.
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