Traditional marketing pulls weight, but where are the opportunities?
How consumers are finding new businesses:
45
Direct mail
36
TV/radio ads
32
local signage
VS
What small businesses are relying on:
58
Business cards
33
Promotional products
32
Direct mail
Digital marketing
isn’t just a nice-to-have, it’s fundamental.
63% Of consumers rely on a brand’s website
59% Of consumers look to online reviews
Top three online tactics getting results:
01
Social media
02
Websites
03
Online reviews
76
of small businesses say their website is crucial, and it helps them:
47
capture more leads
attract new customers
62
boost credibility
48
Don’t have a website?
This is what consumers are likely to do:
14
doubt if it’s a real business
will look elsewhere
42
may not buy at all
16
Building
trust
& loyalty:
what really matters
What builds trust?
Quality products
Great customer service
Positive reviews
Hear from Ashleigh from Nala&Co. about how she's building trust and connection
"You're buying from me, and I want it shown throughout my business that they're buying from a person."
46% of consumers
Trust small businesses and sole traders more than large corporations
only 4%
Trust chain stores and large corporations more than small businesses
Loyalty isn’t luck. It’s strategy.
How SBOs keep
people coming back:
Social media engagement
52%
Personalized discounts
48%
Thank you cards
42%
Loyalty programs
37%
What consumers actually want:
Discounts
66%
Loyalty programs
60%
Social engagement
38%
Branded merch
37%
Want to go deeper?
Compare the marketing tactics rated most effective by SBOs across five different industries:
Top digital tactics
Social media
58%
Website
48%
Online reviews
46%
Top traditional tactics
Business cards
53%
Promotional products
35%
Events and trade shows
33%
Popular promotional products
T-shirts
Stickers
Pens
Top digital tactics
Websites
58%
Social media
51%
SEO
38%
Top traditional tactics
Business cards
62%
Direct mail
37%
Events and trade shows
34%
Popular promotional products
Pens
T-shirts
Hats
Top digital tactics
Social media
62%
Online reviews
47%
Website
45%
Top traditional tactics
Business cards
67%
Flyers
31%
Promotional products
30%
Popular promotional products
Pens
T-shirts
Stickers
Top digital tactics
Social media
61%
Websites
51%
Online reviews
47%
Top traditional tactics
Business cards
61%
Flyers
33%
Promotional products
32%
Popular promotional products
T shirts
Pens
Stickers
Top digital tactics
Websites
59%
Social media
49%
Online reviews
43%
Top traditional tactics
Promotional products
45%
Business cards
38%
Loyalty cards
27%
Popular promotional products
T-shirts
Drinkware
Pens
Hospitality
Top digital tactics
Websites
59%
Social media
49%
Online reviews
43%
Top traditional tactics
Promotional products
45%
Business cards
38%
Loyalty cards
37%
Popular promotional products
01. T-shirts
02. Drinkware
03. Pens
Health, beauty & fitness
Top digital tactics
Social media
61%
Websites
51%
Online reviews
47%
Top traditional tactics
Business cards
61%
Flyers
33%
Promotional products
32%
Popular promotional products
01. T-shirts
02. Pens
03. Stickers
Home services & trades
Top digital tactics
Social media
62%
Online reviews
47%
Websites
45%
Top traditional tactics
Business cards
67%
Flyers
31%
Promotional products
30%
Popular promotional products
01. Pens
02. T-shirts
03. Stickers
retail
Top digital tactics
Social media
58%
Websites presence
48%
Online reviews
46%
Top traditional tactics
Business cards
53%
Promotional products
35%
Events and trade shows
33%
Popular promotional products
01. T-shirts
02. Stickers
03. Pens
professional services
Top digital tactics
Websites
58%
Social media
51%
SEO
38%
Top traditional tactics
Business cards
62%
Direct mail
37%
Events and trade shows
34%
Popular promotional products
01. Pens
02. T-shirts
03. Drinkware
What
Consumers
Want
Looking ahead
Consumers want more
Strategies in motion
part. 3
What tactics are working
(and what’s not)
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.
The devil is in the details when it comes to the marketing strategies that get results. And where is the data asking us to flow? Towards greater alignment between what small businesses favor and what consumers value most.
What
consumers
want
Promotional products emerge as a powerful standalone tactic
but only
47
of businesses are stocking them
WHAT CONSUMERS WANT
62% love feeling free in a Tee!
but only
28
of businesses are stocking them
WHAT CONSUMERS WANT
48% are staying cozy in a hoodie!
but only
29
of businesses are stocking them
WHAT CONSUMERS WANT
47% are thirsty for mugs, glassware and water bottles
and
43
of businesses are stocking them
WHAT CONSUMERS WANT
39% want to write it down with a branded pen
