The President and CEO of America’s Top Small Business of 2024 urges customers to remember small businesses this holiday season.
As the holiday season gets underway, we all have a chance to make our shopping dollars count more than ever. This year, with costs rising, many of us are being more careful with our spending. In fact, a recent survey by Intuit QuickBooks shows that Americans plan to spend 34% less on holiday shopping compared to last year.
For small businesses that rely on holiday sales, this can make a big difference. The survey also found that 61% of small businesses see holiday revenue as essential to their success.
I appreciate the unique value of small businesses and the personal touch they bring to every customer interaction. At Confero, we focus on helping larger companies replicate that same customer-first experience through our mystery shopping services, in-store research, and compliance audits. We understand the dedication small businesses show to their customers, and we work to bring that level of care to the larger brands we support.
Top honors
Recently, I had the amazing opportunity to visit Washington, D.C., where I met incredible small business owners from across the United States at the U.S. Chamber of Commerce CO- 100 Awards. Confero was honored as the 2024 Top Small Business of the Year, and I came away inspired by my fellow small business owners who pour their hearts into their work, whether they’re roasting coffee, planning events, providing tech solutions, or arranging flowers. They’re not just running businesses — they’re building communities and contributing to the local and national economy.
When you shop at a small business, you’re not just buying a product—you’re giving back to your community. The dollars you spend stay local, supporting schools, parks, and essential services, while also creating jobs and fueling economic growth. This season, 93% of consumers, or about 240 million people, plan to shop small, with many choosing local businesses to support their communities and help entrepreneurs thrive.
And locally owned, owner-operated franchise stores are part of this vital small business community, too. Though they’re connected to larger brands, these franchise owners live in your community, invest in the local economy, and work hard to provide a personal touch that meets the unique needs of their neighbors.
Shopping small doesn’t just mean visiting a store — it could also mean choosing a locally owned restaurant for a meal or booking a unique experience, like a local tour or workshop. By supporting these small businesses, you’re not only enjoying something memorable but also helping the local economy thrive in new and exciting ways.
Shopping small makes big impact
As we gear up for Small Business Saturday and the holiday season, think about what shopping small means to you and your community. When you need a unique gift or a memorable experience, remember that local coffee shop, boutique, or bookstore. Notice the personalized service, the dedication of the staff, and the extra care you receive. Make this holiday season truly special for you, your loved ones, and your community — shop at small businesses!
