We all know how important small businesses are—and have long been—to the U.S.
economy. But many small business owners don’t feel they receive the support they
need and deserve.
A few months ago, Adobe Express released a report on the cities that most support
small and minority-owned businesses. Adobe analyzed online search trends and
surveyed shoppers to determine the “trends, behaviors, and preferences that shape
small business support.”
Top Cities Supporting Small Businesses
Top 5 cities supporting small businesses in general:
- Atlanta
- Minneapolis
- Miami
- Tampa
- Baltimore
Top 5 cities supporting minority-owned businesses:
- Atlanta
- Minneapolis
- Baltimore
- Washington, D.C.
- Miami
Top 5 cities supporting women-owned businesses:
- Atlanta
- Washington, D.C.
- Minneapolis
- Miami
- Tampa
Top 5 cities supporting Black-owned businesses:
- Atlanta
- Minneapolis
- Baltimore
- Miami
- Boston
Top 5 cities supporting Latino-owned businesses:
- Minneapolis
- Miami
- Dallas
- Tampa
- Atlanta
Top 5 cities supporting Asian-owned businesses:
- Washington, D.C.
- Atlanta
- Raleigh
- Minneapolis
- Denver
Top 5 cities supporting LBGTQ+-owned businesses:
- Minneapolis
- Atlanta
- Washington, D.C.
- Tampa
- Denver
Who is Shopping?
Altogether, 78% of Americans regularly shop at small businesses, spending an average of $128 a month. And 64% say they’re “actively seeking” to support local businesses.
Among the generations, millennials (80%) most “regularly shop” at small businesses, followed by Gen X (78%), Gen Z (75%), and baby boomers (69%). More men (81%) than women (75%) are regular small business shoppers.
Why Americans Support Small Businesses
The report shows the top reasons Americans are small business supporters.
- Boosting the local economy—64%
- Seeking unique products—47%
- Higher quality of goods—43%
- Sense of community connections—40%
- Personalized customer service—34%
- Appreciation for craftsmanship—31%
- Preserving local culture—29%
How Consumers Discover Small Businesses
One key to small business success is attracting customers. The report reveals the top ways potential customers find small businesses. It is a good guide to where you should consider spending your marketing dollars.
- Friends
- Online reviews
- Family
- Community events
- Local newspaper ads
- Local news station
- TikTok
- YouTube
Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at rieva@smallbusinesscurrents.com, follow her on Twitter @Rieva, and visit her website SmallBusinessCurrents.com to get the scoop on business trends and sign up for Rieva’s free Currents newsletter.
Atlanta stock image by Sean Pavone/Shutterstock
