VistaPrint, a leading print and design partner for small businesses, has released new research in celebration of National Small Business Week 2025. The research explores the happiness levels of small business owners (SBOs) in the United States, revealing key factors that contribute to their well-being. Despite facing economic uncertainty, a significant percentage of SBOs remain optimistic and resilient. This study sheds light on the internal and external influences that shape their happiness, offering valuable insights for entrepreneurs and business leaders.

Findings from VistaPrint’s Small Business Owner Happiness Survey

• Happiness Levels of Small Business Owners

  • 42% of SBOs are "very" happy, and 39% are "somewhat" happy, reflecting overall positivity despite external challenges.

  • Only 10% of SBOs report being "somewhat" or "very" unhappy.

• Internal vs. External Happiness Influences

  • Internal factors, such as freedom, passion, and customer interaction, significantly contribute to SBO happiness.

  • 53% of SBOs say they are "much" or "somewhat" happier now than when they first opened their business, with 32% attributing this happiness primarily to internal factors.

• Top Factors Contributing to SBO Happiness

  • Freedom to set my own schedule (42%), doing something I love (41%), and interacting with people/customers (30%) are the top three things SBOs enjoy most about entrepreneurship.

  • Certainty or control over income (28%) ranks lower in importance compared to independence and passion.

Demographic Insights on SBO Happiness

• Larger SBOs Are Happier

  • SBOs with 51-100 employees report higher happiness levels, with 68% saying they are "very" happy compared to 57% of SBOs with 11-50 employees and 36% with 1-10 employees.

• The Happiness Sweet Spot

  • 60% of SBOs with 6-10 years of experience report being "very" happy, outpacing those with less than 6 years or more than 10 years in business.

• Gen Z SBOs Lead in Happiness

  • 54% of Gen Z SBOs report being "very" happy, higher than Millennial, Gen X, and Baby Boomer SBOs.

  • Gen Z entrepreneurs value learning new things to improve their business, alongside the freedom to set their schedule.

Upskilling and Marketing Preferences Among SBOs

• Continued Learning

  • 73% of SBOs enjoy continued learning, with a strong interest in technology (66%) and marketing management (66%).

• Human Touch Preferred Over AI for Marketing

  • SBOs favor a human touch over artificial intelligence (AI) for tasks like marketing strategy/planning (48% vs. 28%) and campaign execution (43% vs. 30%).

VistaPrint’s 2025 research highlights that small business owners derive fulfillment from their independence, passion, and the ability to shape their own futures. Despite external challenges, SBOs continue to thrive by focusing on what they can control—fostering a culture of learning, flexibility, and resilience. This optimism and adaptability continue to drive the entrepreneurial spirit in the United States, demonstrating the power of determination in the face of adversity.