Consumers Love Small Businesses—But Most Don’t Realize How Many Exist
Constant Contact’s Global Survey Uncovers a Big Gap Between Affection and Awareness
A new international study by Constant Contact reveals something both surprising and revealing: while people say they value small businesses, most dramatically underestimate how many exist—and how vital they are.
According to Constant Contact’s Small Business Now report, released April 30, 2025, 82% of consumers agree that small businesses make a positive difference in their lives. Nearly half say they would be “devastated” if their favorite local business shut down. But when asked to estimate how many small businesses exist in the U.S., only 19% of Americans got it right. That number is 33 million. The awareness gap is even wider in places like Australia and New Zealand, where just 11% of consumers answered correctly.
The report surveyed more than 8,000 adults from the United States, United Kingdom, Canada, and ANZ to get a clearer picture of how people think about small businesses—and why they support them.
People Support What They Know—But Often Miss the Bigger Picture
Constant Contact’s CEO Frank Vella puts it plainly: “Small businesses are everywhere. They’re our neighbors. We rely on them, but we don’t always see the big picture.” That disconnect has consequences. If people undervalue the scale of small businesses, they may also undervalue their impact—on jobs, communities, and local economies.
Despite this, the emotional bond people have with small businesses remains strong. The data shows that 83% of consumers would be upset if a favorite business closed, and 40% would feel personally affected. Weekly visits to small businesses are also common, with two out of five global consumers saying they stop by at least once a week.
What People Love Most About Small Businesses
Top Categories and Motivations
The study found that certain types of businesses consistently earn the most love. These include:
Restaurants and bakeries
Grocery stores
Retail and specialty shops
Personal care providers (salons, wellness centers, etc.)
Locally-owned franchises
The reasons people choose small businesses are grounded in experience and trust. Respondents pointed to higher quality, personal service, and knowing their spending has a local impact. Shoppers feel more connected, more helpful, and even proud when they buy local.
How Many Small Businesses Are There—And Why It Matters
The number of small businesses in the United States alone is massive—33 million. And yet, 4 out of 5 Americans miss that number by a wide margin. In Canada, the percentage who guessed correctly was even lower, at 16%. Across all countries surveyed, the average respondent failed to recognize just how much small businesses contribute.
This matters, not just for trivia’s sake. If people don’t see the full scope of small business activity, they may also underestimate how vulnerable these businesses can be—and how much support they need.
Why Awareness Needs to Catch Up With Affection
National Small Business Week Adds New Context
With National Small Business Week in the U.S. underway, the timing of this report couldn’t be sharper. It brings renewed attention to businesses that may be beloved locally but invisible at the policy level or underrepresented in economic debates.
Constant Contact hopes the data will not only confirm what people already feel—that small businesses are worth backing—but also encourage a broader understanding of their true presence and importance.
Final Thoughts
The Small Business Now report doesn’t just outline consumer sentiment—it exposes a mismatch. People care deeply about small businesses, but they’re often unaware of just how many there are. That gap could affect how communities support and protect these businesses moving forward. Small businesses don’t just sell goods and services—they shape neighborhoods, provide stability, and offer human connections that are hard to find elsewhere. Seeing them clearly is the first step in supporting them fully.