The holiday season is a crucial time for small businesses, offering both challenges and opportunities to stand out in a competitive marketplace. Consumers increasingly look to small businesses not just for shopping but for meaningful experiences that align with their values. Here are three key things people seek from small businesses during the holidays and how business owners can rise to the occasion.

1. A Personalized Shopping Experience

According to a 2023 survey by Salesforce, 66% of shoppers prefer brands that treat them as individuals. Small businesses have a distinct advantage in offering personalized interactions. Unlike large corporations, local businesses can provide tailored recommendations, remember repeat customers, and create a warm, welcoming environment. For instance, something as simple as offering customized gift wrapping or handwritten thank-you notes can leave a lasting impression.

During the holidays, consumers often feel overwhelmed by options. A personal touch, such as recommending a unique gift based on a customer’s past purchases or preferences, can turn a one-time shopper into a loyal customer. Small businesses can also use social media to personalize experiences, such as responding directly to inquiries or creating content that highlights local traditions and customer stories.

2. Support for Community Values

Consumers are increasingly driven by values, and a 2022 survey by Edelman found that 62% of people want brands to take a stand on issues they care about. Small businesses often have strong ties to their communities, making them natural champions for local causes and traditions.

Customers notice when businesses give back, whether through sponsoring local holiday events, supporting nonprofit organizations, or offering discounts to community members. For example, hosting a holiday food drive or partnering with a local charity can enhance goodwill while reinforcing a small business’s reputation as a pillar of the community. Beyond altruism, these efforts can also translate into increased customer loyalty, as people are more likely to shop with businesses that share their values.

3. Unique and High-Quality Products

Holiday shoppers are always on the hunt for something special. A survey by the National Retail Federation revealed that 74% of holiday consumers actively seek out unique gifts during the season. Small businesses have the opportunity to meet this demand with handcrafted items, locally sourced goods, or limited-edition holiday products.

Emphasizing the uniqueness and quality of products through storytelling is key. For example, a small business that sells handmade ornaments can share the story of the artisans behind the craft, adding emotional value to each purchase. Highlighting exclusivity, such as “only 50 available,” can also create a sense of urgency and excitement.

Additionally, packaging matters. Shoppers gravitate toward items that look gift-ready, so investing in festive, eco-friendly wrapping can make a difference. Displaying these products prominently in-store and online, with engaging descriptions and high-quality photos, ensures that customers see the value.

Happy Holidays!

The holidays are a prime time for small businesses to shine by offering personalized experiences, supporting community values, and providing unique, high-quality products. By focusing on what consumers truly want, small businesses can build lasting relationships that extend well beyond the holiday season. Investing in these areas not only attracts more customers but also strengthens the brand’s connection to its community—a win-win for everyone.