How much do mom-and-pop stores gain from Small Business Saturday?

While everybody has heard of Black Friday, Small Business Saturday is catching up in both public awareness and spending. The retail holiday was launched by American Express in 2010 and recognized by the U.S. Senate in 2011.

According to a press release by Score, spending at small businesses on the day has increased steadily since 2012, with an increase from $11.4 billion that year to $14.3 billion in 2014. In 2014, 67 percent of people polled said they were aware of Small Business Saturday. There is still plenty of room for growth and improved strategy on the part of the holiday's sponsors, however, according to one small local business.

RetailWire spoke with Jennifer Kilgore and Grant McKee, co-owners of Bucket O' Blood Books & Records, about their perspectives on Small Business Saturday. Bucket O' Blood is a store in Chicago's Avondale neighborhood that specializes in independent music and used science fiction and horror books.

Because the record store industry pushes Black Friday, the store takes part in both retail holidays. It has been involved in Small Business Saturday for the past three years.

"There are some resources that AmEx makes available," said Mr. McKee. They've given us signage, graphics we can share on social media, and at that point it's up to the individual business to use it. ... I haven't really seen a change over the past couple of years, but it may just be that we haven't changed our own individual participation."

Ms. Kilgore noted that there are fewer American Express-related tie-ins now than earlier in the holiday's history.

Mr. McKee sees value in the event possibly driving business beyond the holidays.

"A certain number of shoppers will buy something on impulse or because they see a business that day," said Mr. McKee. "But there are also a large number that are first made aware of something through an event like Small Business Saturday, who may not shop on that particular day but remember the store and will maybe think about it closer to the holidays. Or maybe their financial situation is changing, or they're just not in a position to buy a gift that day, so they'll come back."

The owners had recommendations for how the sponsors of the holiday could increase its impact.

"It's kind of a cookie cutter template that they utilize for businesses across any sort of industry," said Mr. McKee. "I think they could benefit by taking a bit more of a local approach. Having people who are, for lack of a better word, Small Business Saturday ambassadors for a small geographic area."

Ms. Kilgore indicated that while Small Business Saturday representatives had attempted to mobilize individual business owners to volunteer to organize the event, such requests don't take into consideration the time and effort small business owners already put into running their businesses.