Small businesses across the UK continue to struggle. After two years of interrupted trade as a result of the pandemic and cost of living crisis, small business confidence in the future is decreasing. According to recent statistics from VistaPrint, the need for consumers to drive small business growth by supporting initiatives like Small Business Saturday are more crucial than ever.
Small Business Saturday is a grassroots, non-commercial campaign that aims to support small businesses across the UK by encouraging consumers to shop locally at independent stores. This is in contrast to Black Friday, which is famously linked to larger brands, often with an international presence. The day is celebrated on the first Saturday of December, which this year was December 2.
VistaPrint’s recent data reveals that 70% of UK small businesses generate up to a substantial 90% of their annual revenue during the holiday season. This period becomes a make-or-break moment for these enterprises, underscoring the importance of Small Business Saturday in driving foot traffic and sales to local establishments.
VistaPrint’s research also reveals a sense of apprehension among UK’s small business owners about the future. Despite almost a third (26%) express some concern about the future, the vast majority of London’s small business owners (91%) express satisfaction and happiness with their decision to embark on their entrepreneurial journey, underscoring the passion and dedication that drives these businesses forward.
Sabine Leveiller, VistaPrint’s Marketing VP for Europe, emphasises the power of strategic marketing to bolster small businesses: “I’m often asked by VistaPrint customers if it is possible to market their brand effectively on a shoestring budget. My answer is always a resounding yes: you do not need a huge budget, but it is useful to know how to allocate your spend smartly”.
Michael Crinnion, the founder of Mind Body Goals and creator of Luma³, an innovative wellbeing assistant based 
in West Yorkshire, outlines the steps he is taking to prepare his business for tougher trading conditions, and why Small Business Saturday is key to success: “Adaptability is key in times of uncertainty,” Crinnion emphasises. “It can be challenging to compete with leaders in the wellness space on platforms like Meta and Google ads, as our budget as a small business doesn’t compare with industry giants. In-person events and word-of-mouth have proved to be extremely successful to enhance our presence for new and existing customers. Small Business Saturday provides us with a unique platform to showcase the value we bring to our community and reinforce the connection with our customers.”
Sabine Leveiller, VistaPrint’s Marketing VP for Europe, emphasises the power of strategic marketing to bolster small businesses: “I’m often asked by VistaPrint customers if it is possible to market their brand effectively on a shoestring budget. My answer is always a resounding yes: you do not need a huge budget, but it is useful to know how to allocate your spend smartly”.
Leveiller continues, “Understanding your audience is paramount to effective marketing. In an era of information overload, consumers appreciate brands that listen and respond with intention. By focusing marketing efforts on specific channels where your audience is already active, you can foster meaningful interactions and build relationships.”
As UK small businesses gear up for the holiday season, Small Business Saturday serves as a lifeline for many UK entrepreneurs. By supporting small businesses during this festive season, we contribute to the vibrancy and diversity of our communities, ensuring a brighter future for the backbone of our economy.
*Survey conducted by Censuswide on a sample of 501 small businesses owners (less than 11 employees, including Sole traders), based in the UK.