Trump Vs. Harris: SMB Opinions On Who's Best For Ad Industry And Economy

Borrell Associates EVP Corey Elliott surveyed small and medium-sized businesses to identify who they believe is the best candidate to support SMBs as president.

The data highlights what is important to this group, how the election will influence media buying, and their thoughts about the candidates, no matter who's elected to the White House for the next four years.

SMBs where asked whether their 2025 advertising expenditures will be impacted by the outcome, overall. Some 23% said yes, 47% said no, and 30% were not sure.

The data analyzed overall perception. Then Elliott took the survey further by dividing the data into two camps, Trump vs. Harris.

When survey participants were asked to name who they thought would do a better job supporting SMBs overall, 53% cited Trump and 47% cited Harris.

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They also were asked whether the outcome would have more or less of an impact on their business overall, 56% said more, 40% said same, 0% said less, and 4% did not have an opinion.

Analyzing each candidate changed the end results, with 70% saying they believe it would have more of an impact if Trump wins compared with 40% who said there would be a greater impact if Harris wins. Forty percent overall said it would have the same outcome either way, but 52% cited Harris compared to 29% who cited Trump.

Through the data, Elliott identified the leaders most important concerns. Overall, the data showed 40% were concerned about the cost of labor, while 39% cited costs related to technology, 31% cited hiring and attracting new employees, 28% cited taxes, and 18% cited keeping up with technology.

Elliott said the data suggests those who think Trump will do a better job are more focused on growing their businesses. Some 49% said they were most concerned with the cost of labor, while 42% cited taxes and 36% cited the cost of technology.

Those who believe Harris will do a better job for SMBs, 42%, are more concerned about technology, followed by 31% who cited the costs of labor, and 29% said the cost of hiring and attracting new employees. Only 12% cited taxes.

Elliott also analyzed perception by asking who these leaders thought would better handle the following issues:

  • Healthcare: 45% Harris vs. 33% Trump
  • Public safety: 48% Trump vs. 33% Harris
  • Ability to retain employees: 27% Harris vs. 27% Trump
  • Business Taxes – 48% Trump vs. 27% Harris
  • Competition – 23% Trump vs. 19% Harris
  • Government requirements for business – 48% Trump vs. 25% Harris
  • Lowering unemployment – 48% Trump vs. 38% Harris

Survey participants also had the option of selecting “neither.” In this column, the data shows 33% feel neither would do better when it came to supporting competition, and 29% said neither would do better when it came to help to retain employees.

Overall, 43% said it would be easier to grow their business if Trump is elected. Among those who initially said Trump would be the best candidate for SMBs, 80% said it would be easier to grow their business. One percent those who thought Harris would be better for SMBs said they thought Trump will make it easier.

Overall, 23% who said Harris would be better for SMBs, 47% said she would make it easier to grow their business, compared with 1% who thought Trump would make it easier.

About 163 leaders from a variety of businesses across the U.S. responded to the survey. Most were from the Eastern part of the U.S., but Borrell’s SMB Panel is made up of more than 900 U.S. marketing and advertising decision-makers. The majority employ fewer than 25 employees. Personal information is not shared, but the data is used to further industry discussions on how to improve advertising and marketing. 

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