Small Businesses Focus on Value, Customization to Succeed in Challenging Holiday Sales Season

One of the most significant issues for small businesses is that bigger competitors are swamping many, especially during the holidays.

People carry shopping bags as they walk through SoHo in New York City on Oct. 30, 2024. Michael M. Santiago/Getty Images

With the holiday shopping season around the corner, small businesses across the United States could face challenges, with more than 50 percent of Americans planning to spend less in smaller establishments, according to a recent study. Experts say personalized service could be the key to survival in this crucial sales period.

According to the latest data from the U.S. Census Bureau, there were more than 5 million small businesses with paid employees and more than 28 million without in the United States as of 2021, the most recent year for which data are available.