77% of U.S. Consumers Would Complete All Holiday Shopping at Small Businesses, According to Latest AT&T Business Holiday Shopping Survey

Core Insights - The AT&T Business 2025 Holiday Shopping Survey indicates that 77% of U.S. consumers would prefer to complete all their holiday shopping at small businesses, highlighting significant opportunities for these businesses to capture holiday spending [2][3] Small Business Competitive Edge - 73% of adults believe small businesses offer better and more unique holiday gifts, and 77% would choose small businesses over large retailers if prices were equal [3] - In-person shopping is a major source of inspiration for gift ideas, with 72% of consumers preferring it over social media [3] Consumer Behavior Trends - 67% of consumers shop at small businesses to support their local economy, reflecting an 8% increase from the previous year [7] - 65% of consumers are more likely to call a small business for inquiries compared to 35% for large retailers [7] - Traditional online search methods are favored by 58% of shoppers for holiday gift shopping, while only 9% prefer using AI [7] Opportunities for Small Businesses - There is a lack of awareness about Small Business Saturday, with 66% of Americans unaware of it, presenting an opportunity for small businesses to engage new shoppers [7] - Embracing digital tools and technology can help small businesses streamline sales and enhance customer engagement [8][14] Recommendations for Success - Small businesses should leverage their unique advantages, such as distinctive gifts and personal service, to attract holiday shoppers [6] - Investing in advanced connectivity and utilizing marketing strategies can help small businesses increase awareness and attract new customers [14]