• by Ray Schultz , Columnist, Yesterday

Consumers love small businesses, and 36% plan to shop at them more this year, while 59% will maintain the same levels as last year, according to The 2025 Small Business Marketing Guide from Vistaprint, conducted by Wix. 

And small-business owners (SBOs) are gearing up to meet them. They are planning to invest more in: 

• Traditional marketing — 14% 
• Digital marketing — 34% 
• A balance of both — 33% 
• No changes planned — 19%

But they need to meet consumers wherever they are.

Gen Z is more likely than other generations to prefer digital engagement with small businesses. But that doesn’t mean they like email.  

Of Gen Z-ers polled, 55% prefer online buying, compared to 45% of millennials, 31% of Gen X and 17% of baby boomers.

But only 17% engage via email, versus 40% of older generations. 

Direct mail and flyers attract 38% of Boomers, but only 16% of Gen Z. In contrast, 49% of Gen Z engage via social media, whereas only11% of Boomers do so. But go figure -- Gen Z is also fond of printed business cards.   

On another front, 65% of SBOs are interested in using artificial intelligence and 55% are already doing so. But businesses over 20 years old are more hesitant about trying AI. 

Meanwhile, 48% of SBOs say they are competing with large corporations and chain stores and 52% with other small businesses. 

What do SBOs want out of the experience? They hope for:  

• Flexibility and control of their schedule — 53% 
• Wanting to strike out on their own — 48%
• Financial independence — 46%

Their key values are:

• Being a purpose-driven brand — 57% 
• Supporting local community issues — 42% 
• Being environmentally conscious — 39% 

On behalf of Vistaprint, Wix surveyed 1,000 small-business owners and 1,000 consumers.