As the holiday season ramps up, a new AT&T Business survey finds that 77% of U.S. shoppers would complete all their holiday shopping at small businesses, if it were possible. This reflects a notable shift in consumer mindset, one that prioritizes smaller, local retailers over large national chains — assuming price parity.
One of the survey’s key insights is that consumers perceive small businesses as better sources for unique, thoughtful gifts. About 73% of respondents said small shops offer more distinctive items for holiday gifting than big-box retailers. In addition, the in-person shopping experience itself remains a powerful driver: 72% of shoppers said they get gift-inspiration from browsing in stores, compared with just 28% who look to social media for ideas.
Underlying these consumer preferences is a growing desire to support local economies. Roughly 67% of respondents said they shop small during the holidays to benefit their local community, up from 59% in 2024. Furthermore, customers still lean on smaller retailers when they have questions: 65% say they’re more inclined to call a small business instead of a large retailer for assistance.
The report also highlights areas where small businesses can maximize their holiday-season success. With many shoppers (58%) favoring traditional online search over social media or AI for gift hunting (9%), small retailers may benefit from optimizing their web presence and local SEO strategies. Meanwhile, adopting digital tools, from e-commerce platforms to inventory management and data-driven retail tech, could help small businesses scale up quickly to meet demand.
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