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.
Know your audience
part. 4
How each generation shops, connects & commits
The generations don’t just think differently, they shop differently. From the values that get them in the door to the marketing strategies that convert, the generations are showing up for small businesses in varied and surprising ways.
The values that matter
Supporting local community issues was every generation’s biggest influence when it came to shopping small.
Older generations have a soft spot for purpose-driven brands
Younger generations love businesses that are sustainable and environmentally conscious
What marketing resonates with each gen?
Gen Z
Gen Z’s favorite way to discover new businesses online is via social media, which might not surprise you considering they’re also the only generation who prefer to shop online rather than in person
When it comes to traditional marketing, Gen Z has a soft spot for promotional products – if they can wear it, they’ll share it! Their three favorite items are T-shirts, hoodies and stickers. Their least favorite traditional marketing approach is print ads in newspapers and magazines.
Millennials
Millennials love an online review (or two!) when researching and discovering new small businesses. They also enjoy using social media as a discovery tool, a preference not shared by Baby Boomers.
TV and radio ads hold a certain sway over Millennials, who rate them as their favorite traditional marketing tactic. They also won’t say no to a promotional product, especially T-shirts, hoodies or branded drinkware. But stay clear of socks, which made the bottom of their promotional products list.
Gen X
Gen X prefer to find new small businesses via a search engine (like Google), but websites and online reviews are also trusted options. They don’t dislike social media as much as Baby Boomers, but it’s not their go-to option for digital exploration.
Gen X likes finding new businesses through direct mail, but they’ll also keep an eye (or ear!) out for a persuasive TV or Radio ad. Their least rated traditional marketing approach is business cards, which only receive lukewarm interest.
Boomers
Baby Boomers’ favorite way to find small businesses online is navigating directly to their website or using a search engine (like Google) to explore. They also respect online reviews, but not from influencers, which they rated as their second least favorite digital tactic. Their least favorite? AI search.
Baby Boomers like direct mail when searching for new small businesses. They also enjoy reading business flyers – the printed word persuades this generation! But what traditional tactics don’t work? Loyalty cards and promotional products stood out as less effective. Free swag has less of a draw here.
What promo products do the gens want?
Gen X like tote bags more than the rest!
What promo products do the gens want?
Baby Boomers have a soft spot for pens – a sentiment not shared by anyone else
What promo products do the gens want?
Stickers and hoodies are popular with younger generations, but unpopular with older ones
What promo products do the gens want?
T-shirt’s are the most wanted product across all generations
What promo products do the gens want?
Gen Z loves their business cards – nearly twice as much as any other generation!
What promo products do the gens want?
T-shirts, pens & stickers are the most offered promotional products from small businesses
What promo products do the gens want?
Drinkware is more popular among older generations
T-shirts, pens & stickers are the most offered promotional products from small businesses
But what do consumers actually want?
T-shirt’s are the most wanted product across all generations
But what do consumers actually want?
Gen Z also love their business cards — they rated them nearly twice as high as any other generation!
But what do consumers actually want?
Gen X like tote bags more than the rest!
But what do consumers actually want?
Baby Boomers have a soft spot for pens (a sentiment not shared by anyone else)
But what do consumers actually want?
Gen Z also love their business cards — they rated them nearly twice as high as any other generation!
But what do consumers actually want?
Drinkware is more popular among older generations
But what do consumers actually want?
Can small business owners & consumers be more aligned?
While everyone is on the same page about the classic T-shirt, stickers and pens are two polarizing items that will either garner a lot of interest or none at all.
