US Consumers Plan Holiday Shopping at Small Businesses, GoTo Survey Shows

At a time when the majority of consumers are concerned with rising inflation and economic uncertainty, a holiday shopping survey by business communications and IT support platform GoTo shows that 3 out of 4 Americans still plan to spend with small businesses. An impressive 41 percent are even willing to pay more to shop small than they would at a larger retailer.

GoTo’s recent survey of 1,175 U.S. consumers found that Americans are willing to prioritize holiday shopping small despite 61 percent saying they were more concerned about their finances than a year ago. Among the key findings, the survey revealed that over half of consumers (54 percent) say they make an effort to shop locally at small businesses over large retailers and 28 percent say they shopped more at small businesses in the last year. The survey also showed that reliable customer support has the largest impact (46 percent) on consumers’ decision to shop small.

“At a time when people are watching how and where they spend their money, it is encouraging to see this overwhelming support for small businesses. At GoTo, we are dedicated to supporting these growing businesses and the essential connections they need with their customers,” said Jamie Domenici, GoTo’s chief marketing officer. “Small businesses can build on this opportunity by ensuring they have the technology and resources needed to reach their customers however they want to connect.”

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