With holiday shopping season around the corner, small businesses across the United States could face challenges, with more than 50 percent of Americans planning to spend less in smaller establishments, according to a recent study. Experts say personalized service could be the key to survival in this crucial sales period.
One of the most significant issues for small businesses is that bigger competitors are swamping many, especially during the holidays. According to the report, the percentage of U.S. consumers planning to decrease their spending at small businesses has doubled since 2022, from 27 percent to 52 percent.
To get those shoppers back, small businesses need to focus on individualized service to stand out this holiday season, said Dave Charest, Constant Contact director of small business success.
“There’s more to thriving than just competing on price. Take a local retail shop, for example—it may not match the low prices of big-box stores, but it can offer a personalized shopping experience that big chains just can’t match,” he told The Epoch Times.
“Strategies like loyalty programs, targeted marketing, and active community involvement build an emotional connection with customers. That way, even if your prices are a bit higher, people still feel a pull to choose your business first.”
Few know this more than small business owner Eris Taylor in Lansing, Michigan. Nine years ago, he was a cashier at a Target store in Detroit. Today, he owns 10 Buff City soap franchises in four states.
He told The Epoch Times that for businesses like his to thrive during the holidays against big box and online retailers, he has to focus on the local community, and that includes specialized marketing.
“You have to break it down in a few different ways. Every market is different, so what works in one city might not work for another. For instance, I might do mailers for one store and couponing for another,” he said.
“Local community marketing or guerrilla marketing has been important to us and this has been one of the biggest years we’ve had putting on events. Sometimes, it’s as simple as just putting some coupons on windshields.”
Taylor’s attention to training employees to work with customers on individualized buying decisions and focusing on product value has helped him grow his stores throughout Michigan, New Jersey, Ohio, and Pennsylvania.
“The biggest opportunity a small business has is to have conversations focused on value. That’s what’s missing in sales. For instance, we make our own laundry soap, and we tell customers about the number of loads they can get out of it, and how it smells better, even though it might be a little more expensive,” he said.
“Budget obviously is a big factor for people and so is customization. I’m not going to downplay what you buy, but I am going to share the value that I bring you could change your life.”
Meanwhile, the Constant Contact survey shows that 78 percent of consumers plan to shop at a small business they’ve never purchased from before.
“Small businesses have an edge over bigger competitors because they can be more flexible, offer a personal touch, and genuinely connect with the community," Charest said.
“Sure, large companies might get better prices on bulk orders. Still, small businesses have the chance to deliver standout customer service, build close relationships with locals, and offer unique, specialized products that really hit home with niche audiences.”
