Overview
- Local coverage from San Diego to Rochester and Orlando reported busy streets, strong foot traffic and shoppers prioritizing independent retailers and restaurants.
- Los Angeles–area efforts included Pasadena’s free bus rides and tote giveaways, an Altadena small business market, and Malibu’s recovery push following wildfires, with similar promotions echoed by city leaders elsewhere.
- Surveys cited in coverage show higher intent to shop small in 2025, with a majority of households planning to patronize independent businesses and the strongest interest among Gen Z and Millennials.
- Since its 2010 launch by American Express and 2011 SBA co‑sponsorship, the initiative has generated roughly $220–223 billion, including an estimated $22 billion in 2024, and many owners say the day can deliver nearly 20% of yearly sales.
- Studies referenced by local and national outlets note that a larger share of every dollar spent at small businesses stays in the community, a point stressed by officials and owners facing inflation and rising operating costs.