Consumers Are Eager To Support Small Businesses, Study Finds

Consumers like small businesses. One reason may be that 88% of them know someone who works at one, according to a new study from AT&T, conducted by OnePoll. But that’s only part of the picture. 

For 72%, another attraction is that they believe food and drink taste better at local restaurants than at chain establishments.

In addition, 56% say products are better at their local retailer than those they find online. 

In addition, 74% use small businesses for products or services that are difficult to find elsewhere — such as tea (44%), groceries (43%), flowers (40%) and soda (40%). Of those polled, 41% say they can find items locally that would be difficult to locate online. 

Gen Z likes online shopping with small businesses — 59% frequent ecommerce shops. And 65% overall trust trust small businesses online that don’t have a brick-and-mortar presence.

“Having a high-speed internet connection with 24/7 network security is essential to keeping operations running smoothly and staying connected to customers,” states Caleb Deerinwater, vice president of AT&T Mass Markets, Sales & Distribution.

The study was done to highlight small firms ahead of Small Business Saturday. It notes that the average person shops at a small business 213 times per year.

“More than a decade since its founding, Small Business Saturday continues to promote the importance of supporting small and local businesses,” Deerinwater says. “While 62% of our respondents would prefer a small business over a large retailer for the uniqueness of a gift or service, a similar amount (61%) want to support their local community.”

OnePoll surveyed 2,000 U.S. consumers From October 27 to October 31, 2022. 

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