• by Jack Loechner , Staff Writer @mp_research, September 27, 2017

smbAccording to The Consumer Small Business Shopping Report, a recent survey of 1,500 U.S. consumers conducted by Vistaprint, consumers across the country deeply value shopping small; in fact, more than double the number of respondents cited local commitment over price as their top motivation.

Vistaprint CEO, Trynka Shineman, says “Small businesses represent the backbone of our economy, and the value these businesses provide – personal service, unique products, strengthening the fabric of local communities – drive consumers in increasing numbers to support them…”  The Consumer Small Business Shopping Report shows the tangible results of this with 25% more consumers planning to shop or work with a small business in 2018 versus 2017.”

Other notable findings from the study include:

• Nearly 70% will shop at a small business more if they are on a first name basis with the owner, further proving that customers value personal service
• Commitment to the local community (52%), and personal service (42%) rated as the top drivers for shopping at, or working with, a small business
• More than 75% of consumers overall plan to shop small for the holidays. Interestingly, that number was higher in the Northeast, with 85% of consumers planning to shop small

Vistaprint surveyed U.S. consumers to uncover opinions about shopping at or working with a small business. The full survey was completed by 1,504 consumers aged 18+ across the United States from August 24 to 26, 2017.

Please note:

• Demographic information provided in the following document was determined by Google Consumer Surveys.
• Survey results are representative of the US population. The data was weighted against the US Census Bureau Current Population Survey for age, gender and region of the United States to be representative of the population.

• The insights provided in this document are reported on a 95% confidence level. This means that if you were to run the exact survey again, there would be a 95% chance that the results would be within your margin of error

Interesting takeaways from this report, show that 57.3% of US consumers have shopped at or used the services of a small business, 46.3% of US consumers feel that it is very important to shop at or use the services of a small business.

• 42.6% of male respondents feel that it is very important to shop at or use the services of a small business
• 49.1% female of female respondents feel that it is very important to shop at or use the services of a small business.
• 50.8% of respondents aged 55-64 feel that it is very important to shop at or use the services of a small business

51.5% of US consumers feel their commitment to the local community is what drives their decision to shop or work at a small business.

• 46.7% of male respondents feel their commitment to the local community is what drives their decision to shop or work at a small business
• 55.1% of female respondents feel their commitment to the local community is what drives their decision to shop or work at a small business
• 57% of respondents aged 55-64 feel their commitment to the local community is what drives their decision to shop or work at a small business

49.2% of US consumers state that price drives their decision to shop or work with a large business.

• 48.2% of male respondents state that price drives their decision to shop or work with a large business
• 49.9% of female respondents state that price drives their decision to shop or work with a large business

68.3% of US consumers will continue to shop at a small business the same amount in 2018.

• 67.8% of male respondents will shop at a small business the same amount in 2018.
• 68.7% of female respondents will shop at a small business the same amount in 2018.
• Older consumers over 55 (72.6% aged 55-64; 71% aged 65+) are planning to shop at small business the same amount in 2018

“As a small business owner, getting to know my customers and being part of the fabric of the neighborhood is a high priority,” said Amelia Childs, owner of crepe and smoothie café, CrepeBerry in Wellesley, Mass. “One of my main goals is to make my space as warm, fun and inviting as possible. Personal touches, attention to quality and an understanding of the community’s preferences equals success…”

For the full Small Business Consumer Shopping Report please visit here.