Shoppers are in a generous spirit this year, showing support not only for loved ones but also for small businesses. A recent GoDaddy survey reveals that 71% of U.S. shoppers are prepared to spend more to back small businesses during Black Friday and the holiday season. Notably, 53% are willing to pay up to 10% extra for this purpose.
Despite 65% of respondents acknowledging that inflation will impact their holiday budgets, the commitment to shopping small remains evident. In fact, 78% of individuals report being as or more likely to shop at small businesses this holiday season compared to previous years. Gen Z leads the way, with 85% planning to support small businesses, followed by Millennials at 83%.
When asked why they choose small businesses, 30% of respondents cited supporting the local economy, 18% pointed to better customer service, and 13% highlighted unique or handmade products.
Small Businesses Poised for Opportunity
GoDaddy conducted the survey to help small businesses better understand their customers’ preferences during the crucial holiday period. Findings show that 40%* of shoppers plan to complete most of their holiday purchases in the next four weeks, with 19%* intending to do so specifically on Black Friday.
“Black Friday has traditionally been dominated by large retailers, but our research highlights an exciting shift—consumers are ready to make this the biggest ‘small’ Black Friday yet,” said Amy Jennette, GoDaddy's Small Business Trends Expert. “Despite concerns about inflation, shoppers are eager to support local businesses. By offering tailored promotions and exceptional service, small businesses can capitalize on this enthusiasm.”
Holiday Spending Trends
The survey also underscores the season’s spirit of giving, with nearly one-third (31%) of respondents buying gifts for six or more people, and 10% shopping for over 10 individuals. About 22% plan to spend more than $100 per recipient, while 32% aim to spend between $51 and $100 per person. Altogether, over half (54%) of consumers expect to spend more than $50 per gift this season.
Holiday shopping isn’t limited to others; 67% of respondents plan to treat themselves, with Gen Z leading at 83%.
Tools to Boost Holiday Success
Small businesses seeking to enhance holiday sales can explore GoDaddy’s *Ultimate Guide to Holiday Campaign Planning*, which offers actionable tips on marketing strategies, seasonal promotions, and leveraging AI tools to streamline operations. Additionally, GoDaddy's AI-powered solutions, such as GoDaddy Airo, have been praised by TechRadar as "a game-changer" for small businesses.
Click here for more information on GoDaddy’s offerings.
Methodology
Data was derived from two U.S. consumer surveys conducted in September and October 2024, with 1,520 and 1,247 respondents, respectively.
Despite 65% of respondents acknowledging that inflation will impact their holiday budgets, the commitment to shopping small remains evident. In fact, 78% of individuals report being as or more likely to shop at small businesses this holiday season compared to previous years. Gen Z leads the way, with 85% planning to support small businesses, followed by Millennials at 83%.
When asked why they choose small businesses, 30% of respondents cited supporting the local economy, 18% pointed to better customer service, and 13% highlighted unique or handmade products.
Small Businesses Poised for Opportunity
GoDaddy conducted the survey to help small businesses better understand their customers’ preferences during the crucial holiday period. Findings show that 40%* of shoppers plan to complete most of their holiday purchases in the next four weeks, with 19%* intending to do so specifically on Black Friday.
“Black Friday has traditionally been dominated by large retailers, but our research highlights an exciting shift—consumers are ready to make this the biggest ‘small’ Black Friday yet,” said Amy Jennette, GoDaddy's Small Business Trends Expert. “Despite concerns about inflation, shoppers are eager to support local businesses. By offering tailored promotions and exceptional service, small businesses can capitalize on this enthusiasm.”
Holiday Spending Trends
The survey also underscores the season’s spirit of giving, with nearly one-third (31%) of respondents buying gifts for six or more people, and 10% shopping for over 10 individuals. About 22% plan to spend more than $100 per recipient, while 32% aim to spend between $51 and $100 per person. Altogether, over half (54%) of consumers expect to spend more than $50 per gift this season.
Holiday shopping isn’t limited to others; 67% of respondents plan to treat themselves, with Gen Z leading at 83%.
Tools to Boost Holiday Success
Small businesses seeking to enhance holiday sales can explore GoDaddy’s *Ultimate Guide to Holiday Campaign Planning*, which offers actionable tips on marketing strategies, seasonal promotions, and leveraging AI tools to streamline operations. Additionally, GoDaddy's AI-powered solutions, such as GoDaddy Airo, have been praised by TechRadar as "a game-changer" for small businesses.
Click here for more information on GoDaddy’s offerings.
Methodology
Data was derived from two U.S. consumer surveys conducted in September and October 2024, with 1,520 and 1,247 respondents, respectively.