Survey: Holiday traffic at small businesses expected to be highest since 2012
The overwhelming majority of consumers are planning to visit small businesses for their holiday gift needs this year.
That’s according to the 2026 American Express Shop Small Impact Study, which revealed that 88% of consumers agreed they are likely to shop at small businesses this holiday season, the highest level since 2012. Nearly eight-in-10 (78%) consumers say small businesses are essential to their communities.
Nearly three-quarters (72%) of those who plan to shop at small businesses will do so to find memorable gifts, while 70% say find joy from discovering new small businesses during the holiday season. Recommendations from friends and family are the top way consumers choose small businesses (65%), according to the survey, followed by customer reviews (45%) and social media posts (39%).
On the other side of the equation, 70% of small business owners say holiday customer support will impact their ability to grow in 2027, while 80% say Small Business Saturday (the Saturday after Thanksgiving) can help build customer relationships that extend beyond the holiday season.
Nearly all (96%) small business owners said they are using new strategies this year to prepare their business for the holiday shopping season, with 90% expecting to use AI tools for marketing, operations and personalization.
[READ MORE: Fiserv: October sales show small businesses enter holidays with 'momentum']
Eighty-two percent of small businesses surveyed by American Express said support from loyal customers is especially meaningful during the holiday season.
“Small businesses bring character and connection to our communities, and the holidays are an important opportunity to show up for them,” said Elizabeth Rutledge, chief marketing officer at American Express. “Since creating Small Business Saturday in 2010, we’ve encouraged consumers to discover and support the businesses in their neighborhoods. Each year, we hope to turn that holiday enthusiasm into lasting relationships that help small businesses thrive year-round.”
The American Express Shop Small Impact Study consisted of two national surveys conducted by Teneo on behalf of American Express.
The consumer survey was an anonymous online survey conducted from Sept. 9-11, among a sample of 1,008 U.S. adults 18 years of age and older. The small business owner survey was conducted anonymously online among a sample of 503 U.S. owners/managers responsible for day-to-day operations of non-franchise small businesses with two to 99 employees from Sept. 11-21.
