As National Small Business Week approaches in the United States, Constant Contact, a leading digital marketing and automation platform, has unveiled its latest Small Business Now report. The report uncovers a surprising contradiction in how consumers view small businesses: while there is a deep emotional and personal connection, many fail to recognize the true scale of small businesses and their value to the global economy.

Frank Vella, CEO at Constant Contact, pointed out that while small businesses are deeply embedded in our daily lives, there is a significant awareness gap regarding their economic and community impact. This disconnect emphasizes the importance of not only appreciating small businesses but also actively supporting and celebrating their contributions.

1. Consumers' Emotional Connection with Small Businesses

The report reveals several insights that underscore how much consumers emotionally connect with small businesses, even if they are not fully aware of their broader significance. Here are some key emotional findings:

• 82% of consumers agree that small businesses have a positive impact on their lives.

• 83% of people would feel upset if their favorite small business closed, with 40% stating they would be devastated by such a loss.

• 40% of consumers worldwide visit their favorite small businesses at least once a week.

These findings highlight the strong, emotional ties that consumers have with small businesses, especially those that are integral to the local community, such as restaurants, grocery stores, and wellness businesses.

2. The Awareness Gap: Consumers Underestimate the Scale of Small Businesses

Despite these deep emotional connections, the report reveals a startling awareness gap when it comes to recognizing the scale of small businesses. The findings show that:

• Only 19% of Americans correctly identified how many small businesses operate in the U.S. (33 million).

• In Canada, only 16% of consumers were aware of the number of small businesses in the country.

• In the UK, 20% had an accurate understanding, and in Australia and New Zealand (ANZ), only 11% of consumers knew.

This lack of understanding underscores the critical importance of small businesses in shaping both local economies and communities. The emotional connection consumers feel with small businesses is not always aligned with an understanding of their economic contribution.

3. Supporting Small Businesses: A Matter of Pride and Community Connection

Consumers across the world express a strong sense of pride in supporting small businesses. This emotional connection is further highlighted by the following insights:

• Across all regions, consumers state that supporting small businesses makes them feel connected, helpful, and proud.

• The top reasons for supporting small businesses include:

  • Quality of products and services

  • Personalized customer support

  • Local impact

These factors reflect the value that small businesses bring to the community, offering products and services that are often of superior quality, with a personal touch that cannot be replicated by large corporations.

4. Popular Types of Small Businesses Around the World

The report also sheds light on the types of small businesses that are most popular with consumers. Food and beverage businesses, such as restaurants and bakeries, along with grocery stores, retail shops, locally-owned franchises, and personal care or wellness businesses, were identified as the top types of small businesses.

These types of businesses not only meet consumers’ needs but also play an integral role in community development and the local economy. Consumers tend to engage with businesses that offer reliable, high-quality services, which further strengthens the local economy.

5. The Importance of Supporting Small Businesses: An Economic and Social Responsibility

Constant Contact’s report underscores the critical role small businesses play in both local and national economies. Small businesses are not only significant for their economic contribution but also for the social fabric they build in communities.

By supporting small businesses, consumers can help sustain jobs, stimulate economic growth, and contribute to community vitality. Additionally, small businesses foster an environment of innovation and entrepreneurship, providing diverse products and services that enhance the quality of life.

6. Bridging the Awareness Gap: The Call to Action

As we head into National Small Business Week, Constant Contact’s report serves as a reminder that small businesses are a cornerstone of our economies, yet they are often underappreciated in terms of their economic significance.

Frank Vella’s statement calls for action:

"Small businesses are deeply embedded into our lives, yet it is easy to look past them and take them for granted... small businesses deserve more than just our appreciation; they should be seen, supported, and celebrated."

This is a pivotal moment to recognize and celebrate the contributions of small businesses while encouraging consumers to actively support their local favorites, whether through visits, purchases, or word-of-mouth.

Empowering Small Businesses

Constant Contact’s Small Business Now report provides critical insights into the emotional connections that consumers have with small businesses while also highlighting the awareness gap regarding their scale and economic value. It’s clear that while consumers value small businesses, there is still work to be done to help them fully recognize the impact these businesses have on the economy.

By bridging this awareness gap, both consumers and businesses can ensure that small businesses are not only appreciated but also empowered to thrive in today’s competitive landscape.