Survey Reveals What Consumers Love About Shopping Small

Do you know your customers by name? You might be losing business if you don’t.

Nearly 7 out of 10 U.S. consumers will shop more at a small business if the owner knows them by name, according to Vistaprint’s latest Consumer Small Business Shopping Report. Nearly half of U.S. consumers say they feel it’s “very important” to support small businesses, and the survey shows they’re more likely to do so if you know a little bit about them personally.

Being on a first-name basis isn’t the only thing customers value. The survey of 1,500 U.S. consumers shows that while they deeply value personal service, respondents cite several other factors as drivers for shopping at and working with a small business. Overall, the shop small trend is growing:

Initiatives like Small Business Saturday continue to promote the shop small movement in the U.S. Created in 2010 by American Express to rally community support for small businesses, the day was officially endorsed by the U.S. Senate in 2011, and in 2016 the initiative resulted in $15.4 billion spent at independent retailers and restaurants on Small Business Saturday. Here’s how you can get involved in this year’s event on November 25.

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About the author

Melanie King
A storyteller since first grade, Melanie King has shaped a career around writing engaging narratives—though her illustrations haven’t improved much since age 6. As a reporter and editor, Melanie has written about everything from retail and tourism trends to economic development for regional newspapers, trade publications, and national magazines. As Lendio’s Director of Public Relations, she specializes in reporting fintech industry news and its impact on American small businesses. Melanie has a B.A. in Journalism from Brigham Young University. She is also a backpacker, runner, and mom of four.


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