Biggest Black Friday for Small Business?

Consumers are in a giving mood this year, not just toward their friends and families, but also to small businesses, a new GoDaddy survey concludes. Specifically, 71% of U.S. shoppers say they are willing to pay more to support small businesses during Black Friday and this year’s holiday season, with 53% of them willing to spend up to 10% more to do so.

“Black Friday has long been considered peak selling season for large retailers, but our research makes it crystal clear U.S. shoppers are willing and eager to make this the smallest Black Friday ever,” said GoDaddy Small Business Trends Expert, Amy Jennette. “Despite inflation concerns and rising costs, consumers want to support their local businesses and economies.”

More than 3 in 4 (78%) people say they are as or more likely to shop at a small business this Black Friday and throughout the holidays compared to previous years, with Gen Z being the most likely to shop small (85%) and Millennials following closely behind (83%).

Of the reasons to favor small businesses, 30% of respondents cited wanting to support their local economy, while 18% claimed doing so led to better customer service, and 13% preferred unique or handmade products.

GoDaddy surveyed U.S. consumers to help small businesses understand their customers’ shopping priorities during the all-important holiday season. According to the survey results, 40% of U.S. consumers plan to do most of their holiday shopping in the next four weeks, with almost one in five (19%)* planning to do the bulk of their shopping on Black Friday alone.

Click here for more from the survey.