71% of U.S. Shoppers Willing to Pay More for Small Businesses on Black Friday

Key Takeaways Consumer Willingness: 71% of shoppers are ready to pay more to support small businesses. Generational Preferences: 85% of Gen Z and 83% of Millennials prefer shopping small. Inflation Impact: 65% of consumers acknowledge inflation’s effect on their holiday budgets but still favor local businesses.

Shopping Timeline: 40% plan to complete most of their holiday shopping in the next four weeks. The Shift Towards Small Businesses The GoDaddy survey indicates a growing preference for small businesses, with 78% of consumers more likely to shop at these retailers compared to previous years.

This trend is particularly pronounced among younger generations, with Gen Z leading the charge. Despite economic pressures, shoppers are motivated by a desire to support their local economies and enjoy better customer service.

Many consumers appreciate the unique products and personalized experiences that small businesses offer, which often stand in stark contrast to the impersonal nature of larger retailers…