Detroit City Wire

Consumers are showing a willingness to support small businesses during the upcoming holiday shopping season, according to a new survey by GoDaddy. The survey reveals that 71% of U.S. shoppers are inclined to pay more for purchases at small businesses during Black Friday and the holiday period, with 53% willing to spend up to 10% more.

Despite concerns about inflation affecting their holiday spending, 65% of respondents expressed a clear intention to shop at small businesses. A significant portion, 78%, indicated they are as likely or more likely to shop at small businesses this year compared to previous years. Gen Z leads this trend with 85%, followed closely by Millennials at 83%.

Respondents cited several reasons for supporting small businesses: 30% want to bolster their local economy, 18% believe it results in better customer service, and 13% prefer unique or handmade products.

The stakes are high for small businesses this season. According to GoDaddy's findings, 40% of consumers plan most of their holiday shopping within the next four weeks, with nearly one-fifth focusing on Black Friday.

"Black Friday has long been considered peak selling season for large retailers," said Amy Jennette, GoDaddy Small Business Trends Expert. "But GoDaddy’s research makes it crystal clear U.S. shoppers are willing and eager to make this the smallest Black Friday ever." She added that despite inflation concerns, consumers want to support local economies.

Jennette advised small businesses to capitalize on this opportunity by enhancing the 'shopping small' experience through unique promotions and superior customer service.

GoDaddy's survey also highlights consumer generosity during the holidays. Nearly one-third of consumers buy gifts for six or more people, while 10% extend their lists beyond ten recipients. About 22% typically spend over $100 per person on gifts, with another 32% spending between $51 and $100 per person.

Furthermore, two-thirds of consumers plan self-indulgent purchases during the holidays, with Gen Z leading at 83%.

Small businesses seeking guidance can visit GoDaddy’s Ultimate Guide to Holiday Campaign Planning for marketing advice and resources tailored for seasonal sales maximization.

For more information on GoDaddy's offerings for small businesses, including its AI-powered solutions like GoDaddy Airo praised by TechRadar as "a game-changer," visit GoDaddy.com.

The survey data was collected from two surveys conducted in October and September of 2024 with over a thousand respondents each time.