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

As the holiday shopping season approaches, a recent GoDaddy survey reveals that 71% of US shoppers are willing to spend more to support small businesses this Black Friday. This trend highlights a significant shift in consumer behavior, with many prioritizing local and independent retailers over larger chains, even amidst inflation concerns.

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…