Digital marketing and automation platform Constant Contact published its latest Small Business Now report, which uncovers a surprising contradiction in how consumers view small businesses. While most people feel personally and emotionally connected to the small businesses that shape their communities, the vast majority misjudge the scale of SMBs and their value to the economy.
“Small businesses are deeply embedded into our lives, yet it is easy to look past them and take them for granted,” said Frank Vella, CEO at Constant Contact, in a news release. “Many of us feel a personal connection to our favorite local businesses, but our research shows a significant awareness gap when it comes to the prevalence of SMBs. As we approach National Small Business Week in the United States, this is a reminder that small businesses deserve more than just our appreciation; they should be seen, supported, and celebrated.”
Consumers Have a “Blind Spot” for Small Businesses
Despite the fact that small businesses make up the vast majority of enterprises in every country Constant Contact polled, most people don’t fully realize just how prevalent they are. When asked how many small businesses are currently operating in their country, about 80% of consumers responded incorrectly — and most were off by millions.
There are about 33 million small businesses currently operating in the United States, according to the report. But, the most popular response from American consumers was either “I don’t know,” (26%) or 5-10 million (17%).
It’s not just about the sheer numbers, though — it’s about perception. If we can’t see the scale of the small business economy, we risk undervaluing their significance and overlooking them altogether.
Consumers Still Love Small Businesses
Even though many consumers overlook the scale of small businesses, according to the report, they value their presence in deeply personal ways.
- 82% say small businesses positively impact their lives
- 83% would be upset if their favorite small business closed
- 40% say they’d feel devastated
Small businesses are more than places to shop — they’re the coffee shops that remember your order, the wellness studios that know your name and the retailers that make your neighborhood feel like home. They provide connection, character, and care — and that emotional bond runs deep.
These are the Small Businesses People Love Most
When asked which types of small businesses they rely on most, the report found that consumers across all four countries pointed to the same essentials:
- Food & beverage businesses (like restaurants, bakeries, and cafés)
- Grocery stores
- Retail and specialty shops
- Locally-owned franchises
- Personal care and wellness services
And they don’t just say they love them — they act on it. Constant Contact found that 40% of global consumers visit a favorite small business at least once a week.
Let this be a reminder as we head into National Small Business Week that small businesses deserve more than appreciation. They deserve to be seen, supported and celebrated.
