As the holiday shopping season approaches, a recent survey by AT&T Business has unveiled a significant trend among U.S. consumers: a remarkable 77% expressed a preference to complete all their holiday shopping at small businesses if given the choice. This insight, derived from the 2025 AT&T Business Holiday Shopping Survey, highlights both the potential and challenges that small businesses face during this bustling time of year.

1. Key Insights from the Survey

The survey's findings illustrate a strong inclination among consumers towards small businesses, emphasizing their unique advantages in the marketplace:

Distinctive Offerings: Nearly 73% of adults reported finding better and more unique holiday gifts at small businesses.

Price Equality Preference: An impressive 77% of consumers indicated they would favor small businesses over larger retailers if prices were comparable.

In-Person Inspiration: A substantial 72% of shoppers stated that in-person shopping inspires more gift ideas than browsing on social media, which garnered only 28% of responses.

Motivations Behind Supporting Local Businesses

A notable motivator for consumers is the desire to support local economies. The survey indicated that 67% of respondents shop at small businesses to bolster their local communities, marking an 8% increase from the previous year. This sentiment underscores a growing trend of consumers prioritizing local over national chains.

Additionally, the survey revealed that Americans are more likely to reach out to small businesses for inquiries, with 65% preferring to call a small business over a large retailer.

The Digital Divide: Traditional vs. AI Shopping

Interestingly, while technology plays an increasingly vital role in retail, shoppers showed a preference for traditional online search methods for holiday gift shopping. 58% of respondents favored conventional searches, while only 9% expressed a preference for AI-driven solutions.

2. Opportunities for Small Businesses

Despite the challenges presented by the busy holiday season, the survey highlights opportunities for small businesses to thrive. However, awareness around initiatives like Small Business Saturday remains low, with 66% of Americans unaware of the event. This knowledge gap presents an avenue for small businesses to engage potential customers and increase participation.

Recommendations for Success

Shelley Goodman, Senior Vice President of Mid-Market Sales for AT&T Business, emphasized the importance of robust connectivity for small business owners during the hectic holiday shopping period. She stated, "Fast, reliable connectivity is essential. AT&T Business is here to help, delivering solutions built for the busy season, so small businesses can operate smoothly and serve their customers."

To leverage the survey insights effectively, small businesses are encouraged to:

Adopt Digital Solutions: Utilize affordable e-commerce and inventory management tools to streamline operations.

Enhance Customer Communication: Implement platforms like Office@Hand to maintain engagement with both in-store and online shoppers.

Market Strategically: Use targeted marketing and social media strategies to attract new customers, especially among younger demographics.

Utilize Data Insights: Employ solutions like AT&T Connected Retail to transform retail spaces into smart stores, enhancing customer experience and operational efficiency.

Invest in Connectivity: Prioritize reliable connectivity to ensure smooth operations, backed by AT&T's industry-leading network.

3. Conclusion

As small business owners gear up for the holiday rush, the insights from AT&T's survey reveal a promising landscape for those willing to adapt and innovate. Armed with the right tools and strategies, small businesses can capitalize on consumer preferences and navigate the challenges of the holiday season successfully.

AT&T Business remains committed to empowering small businesses, ensuring they have the necessary resources to thrive during this critical time of year and beyond.

Original press release