<\/p>\n
The holiday season proves that bigger isn\u2019t always better: Nearly half of seasonal gifts come from small businesses,\u00a0according to new research.<\/p>\n
A survey of 2,000 general population respondents found that on average, those surveyed purchase 44% of holiday gifts from small businesses \u2014 a third said they make more than 50% of their purchases from small businesses.<\/p>\n
During the holiday season, twice as many people say they prefer to shop at small businesses instead of big box stores (34% vs. 17%), especially Gen X and millennials.<\/p>\n
Seven in 10 shared the holidays would simply not happen without their favorite small establishments (72%).<\/p>\n
Conducted by Talker Research in partnership with\u00a0SurePayroll By Paychex\u00a0ahead of Small Business Saturday, this sentiment emphasizes how vital Americans believe small businesses are to their community (84%).<\/p>\n
Two in three respondents are regulars at small businesses around their neighborhood (64%), estimating that they\u2019ve been frequenting their favorites for an average of eight years.<\/p>\n
Regulars are on a first-name basis with six local business owners, and one in seven are social butterflies who have befriended at least 10 (15%).<\/p>\n
Those surveyed are such big fans of their comfort stores that 64% would travel a further distance to shop at a small business they enjoy rather than shopping at a larger business closer to them.<\/p>\n
Their loyalty goes the distance \u2014 nearly one-third would go 10 miles or more to shop at a small store rather than a chain store to get the quality (60%) and connection (48%) they prefer.<\/p>\n
For many, holiday plans would be altered if the small grocery (46%) and retail stores (43%) near them closed.<\/p>\n
The season wouldn\u2019t be as merry if they weren\u2019t able to visit their favorite small shops to purchase baked goods (48%), groceries (46%) and coffee (41%).<\/p>\n
Besides food items, they also rely on small businesses for services (36%), gifts and presents (34%) and clothing (32%).<\/p>\n
\u201cIt\u2019s inspiring to see that Americans do nearly half their holiday shopping at small businesses,\u201d said Ylang Nguyen, director of digital market strategy and product management. \u201cIt speaks volumes about the impact small businesses have in their communities when shoppers say the holidays wouldn\u2019t be the same without their favorite local establishments. We\u2019re proud to help small business owners ease their administrative load behind the scenes so they can focus on serving their customers.\u201d<\/p>\n
Generosity is on the rise during the holiday season. Two-thirds of Americans who tip reveal that they\u2019re more likely to leave a larger tip during the holidays (67%) \u2014 with Gen Z (74%) and millennials (71%) leading the way.<\/p>\n
On average, good tidings bring a 6% increase in tips (from 29% regularly to 35%).<\/p>\n
Those who festively tip more said it\u2019s because the holidays are about giving more (62%) and because they empathize with how stressful their job can be during the holidays (57%).<\/p>\n
Respondents can relate, since half of those surveyed have worked jobs that allowed them to accept tips (49%) \u2014 most commonly Gen Z (59%).<\/p>\n
The biggest tips come on Christmas Eve (69%), Christmas Day (64%) and Thanksgiving (57%); just one in five tip better on Small Business Saturday.<\/p>\n
\u201cSmall Business Saturday is more than a shopping event \u2014 it\u2019s a reminder of the vital role local businesses play in our communities,\u201d said Nguyen. \u201cWhen consumers choose to shop small, they\u2019re helping sustain the entrepreneurial spirit that drives Main Street year-round.\u201d<\/p>\n
Research methodology:<\/strong><\/span><\/p>\n Talker Research surveyed 2,000 general population Americans who have access to the internet;<\/strong>\u00a0the survey was commissioned by SurePayroll by Paychex and administered and conducted online by Talker Research between\u00a0Oct. 2 and Oct. 6, 2025.<\/strong>\u00a0A link to the questionnaire can be found\u00a0here<\/a>.<\/strong><\/em><\/p>\n<\/p><\/div>\n\n