Community & competition
part. 1
The values, drivers & challenges
of small business
Your go-to guide for mastering the art of small business in 2025
We partnered with Wix to survey 1,000 small business owners and 1,000 consumers across the US to understand how they’re navigating the ups and downs of the last 12 months, what marketing strategies are working and why, and what they’re planning for the year ahead.
What drives a small business in 2025?
From staying true to their north star to understanding when to lean into their unique edge, small business owners are showing us they feel confident in their ability not just to stay afloat, but to rise in the face of uncertain headwinds.
I started my business
For flexibility & control of my schedule
53
%
I started my business
To strike out on my own
48
%
I started my business
For financial independence
46
%
I started my business
To pursue a passion
39
%
Passion & community reveal themselves as key motivators
57
Consider themselves a purpose-driven brand
42
Support local community issues
39
Believe in being environmentally conscious
8
Didn't think supporting broader issues was important
What does success look like?
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01
Building a loyal community of customers around my business
02
Having work-life balance
03
Growing my business to the point where it sustains my lifestyle
More unique
less competition
Small businesses that described themselves as totally unique were more likely to report that it was easier to reach and connect with customers than the average.
“What sets me apart from any competitors is my value of community. I have a face to my brand, and I feel like when people purchase a scrunchie, they're kind of saying, 'Hey, you're purchasing it from Liv, not just a brand name."
(Liv Kelly – LivLush, retail brand)
Standing out isn’t optional anymore. 64% of one-of-a-kind businesses say it’s easy to reach customers.
Consumers are excited about supporting small businesses, and they’re doubling down for three big reasons: connection, quality and community.
Choosing to
Shop
Small
35% shop at small businesses that are conveniently located
When it comes to the ups and downs of running a business, standing out from the competition emerges as the number one hurdle most SBOs continue to face – and consumers are feeling it, too.
The challenges
are real too
Small businesses
01
Standing out from the competition
top three challenges
Small businesses
02
Budgets & other costs
top three challenges
Small businesses
03
Choosing the best marketing strategies
top three challenges
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The struggles are on both sides
Consumers are also feeling the market saturation
