Holiday Shoppers Plan More Small-Business Spending

Share of shoppers planning to spend more at small businesses rose to 20.2 percent in 2026, up from 11 percent in 2024.

Updated on Nov. 3, 2026 in Spending

Isometric editorial illustration of a plain kraft shopping bag and stacked gift boxes on a wooden bench, set against a muted oxblood, teal, and cream palette. — Holiday shoppers planning to spend more at small businesses rose to 20.2 percent in 2026, up from 11 percent in 2024, a Constant Contact survey found. AI Illustration. Upload story photo >

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Do you plan to spend more at small businesses this holiday season?

A Constant Contact survey found that 20.2 percent of holiday shoppers plan to increase spending at small businesses in 2026, nearly double the 11 percent recorded in 2024. Sales and discounts remain the main draw for shoppers choosing to shop small.

Why it matters

The shift signals that a growing share of consumers may direct holiday dollars toward local shops rather than large online retailers. The data also highlights how dependent small businesses are on discounting to attract buyers during the season.

A Constant Contact survey shows 20.2 percent of shoppers plan to spend more at small businesses in 2026, up from 11 percent in 2024, with 52.6 percent citing sales and discounts as the main incentive. Whether these stated plans will become actual purchases remains unmeasured.

The players

Constant Contact

A small-business marketing and email platform company that conducted the consumer and small-business survey on holiday shopping plans.

Creighton University

A private Jesuit university in Omaha, Nebraska, home to the economist whose perspective frames the story's analysis of the bifurcated holiday market.

The details

Constant Contact surveyed consumers and small businesses about holiday shopping plans, finding that discounts drive most small-business traffic. The market is described as bifurcated, with higher-income households driving holiday spending while lower-income shoppers pull back. Amazon is competing with Main Street shops, particularly in rural areas.

2024: Share of shoppers planning to spend more at small businesses was 11 percent.
2026: Share of shoppers planning to spend more at small businesses rose to 20.2 percent.
2026 holiday season: Shoppers are expected to turn toward small businesses.

Market Dynamics

The rebound in planned small-business spending runs against the competitive pressure Amazon exerts on Main Street shops, particularly in rural areas. The result is a market where discount-driven local demand is partly offsetting national online competition.

Shoppers planning to buy from local stores may find more discounts available during the holiday season, since discounts are the main draw for small businesses. Households can compare local sale prices against online offers before buying.

The takeaway

Discounts are the primary reason shoppers choose small businesses, so comparing local sale prices before the holiday rush can help households stretch their budgets. Shoppers who plan purchases early may find better deals at neighborhood shops.