The Small Business Now report, released this spring from Constant Contact, a digital marketing and automation platform, focused on “What Consumers Really Think and Feel About Small Businesses.”
A surprising conclusion of the report was that “While most people feel personally and emotionally connected to the small businesses that shape their communities, the vast majority misjudge the scale of SMBs and their value to the economy.”
Frank Vella, Constant Contact’s CEO, says the issue is that small businesses are so deeply embedded in our lives that many consumers “look past them and take them for granted.” As evidence, Americans are the most “emotionally invested” with their favorite small businesses, with 43% saying they’d feel devastated if their fave closed—the highest of any country polled—and yet only 19% of Americans knew how many small businesses there are in the U.S. (33 million).
On a more positive note, the survey shows:
- 82% of consumers say small businesses positively impact their lives
- 83% would be upset (and 40% would be “devastated”) if their favorite businesses closed
- Supporting small businesses makes consumers feel connected, helpful, and proud
- The top reasons for supporting small businesses are the quality of their products and services, personalized customer support, and the local impact they have
Globally, consumers say their favorite small businesses are:
- Restaurants, bars, and other food and beverage spots
- Grocery stores
- Retail and specialty shops
- Locally owned franchises
- Personal care and wellness facilities
Why consumers buy from small businesses
The Small Business Now report says consumers aren’t always motivated to buy from small businesses because of cost or convenience. Instead, for most people, “it comes down to values—a complex, emotional blend of trust, loyalty, and community.” And consumers ultimately choose small businesses, “not just for what they sell, but for what they represent: quality, character, and community.”
The report concludes that “small businesses matter more than most people realize—and much more than they’re often given credit for. This small business blind spot isn’t just about numbers—it’s about perception. When consumers underestimate how many small businesses are operating in [this] country, they’re also underestimating just how much those small businesses contribute to their communities and the economy. Small businesses are everywhere, and they’re essential. But without that widespread recognition, they’re at risk of not getting the support they need.”
#StandwithSCORE
And speaking of not getting needed support, I’m still asking you to #StandWithSCORE.
For the last several weeks, I’ve posted about being “mad as hell” because of how the President’s proposed budget for fiscal year 2026 eliminated SCORE’s funding (as well as that of the Women’s Business Centers). And, so far, Congress hasn’t reinstated that crucial money.
Why should you care? One reason is that SCORE makes a difference—a big difference to millions of small businesses. Since its inception in 1964, SCORE has supported over 17 million business owners through free mentoring and low or no-cost education.
But without federal support, SCORE can’t keep doing business the same way. Starting last month, SCORE began charging for its national webinars. Not a lot. Only $25 (for the non-sponsored webinars). That’s a small price to pay for 60-90 minutes of experts sharing their knowledge, expertise, and secrets—information it would take you hours and hours to learn on your own—if you could track it all down.
Join me on July 15th
I know a lot about this—over the years, I’ve presented numerous webinars for SCORE, packed with information that often takes me months to research. In fact, I hope you’ll join me on July 15 at 1 pm ET and 10 am PT for a SCORE webinar on a topic I know so many of you are interested in—Loans, Grants, and Other Funding Options for Small Businesses. It’s 90 minutes long—and you’ll get access to the presentation, which includes an extensive directory of grants (money you don’t have to pay back) for small business owners and links to small business lenders.
Please sign up here; I promise it will be worth it.
This webinar, along with many others, is just part of what SCORE does for you. There’s also the free mentoring you can get from people who understand what you’re going through and can help you. Plus, other resources you can find at SCORE.org.
Support SCORE
After more than 60 years of supporting small businesses, SCORE needs your support. So far, over 50,000 letters have been sent to Congress, asking them to fund SCORE. Please join those supporters—here’s how:
- Fill out this form (it takes less than 2 minutes), which will be sent to your congressional representative’s offices.
- Contact your congressional representative and senators via phone or social media. Tell them to save the people who save small businesses. Include @scorementors in your post. And the hashtag #StandwithSCORE. So,
- If possible, donate to SCORE.
- Tell everyone you know to #StandwithSCORE.
Photo courtesy Curated Lifestyle for Unsplash+
