The public is being urged to show support and spend with small businesses this weekend and beyond, as research from Small Business Saturday UK and its principal supporter American Express shows independent cafes and coffee shops, restaurants and takeaways, bakeries, bars and pubs and hair salons top the UK’s list of favourite small businesses.

1. Cafes and coffee shops – loved by almost one third of Brits (32%)
2. Independent restaurants and takeaways (21%)
3. Bakeries (19%)
4. Bars and pubs (16%)
5. Hairdressers and barbers (15%)
6. Convenience stores (13%)
7. Bookshops (10%)
8. Garden centres (10%)
9. Gift shops (9%)
10. Garages and mechanics (9%)

While independent food and drink businesses might particularly lead the way to our hearts, the research shows significant public support for all small businesses, with over half of Brits (58%) having a favourite small business. This reflects encouraging signs that UK Christmas spending with small businesses could rise by 19% this year – to £5.3 billion – potentially delivering a crucial boost.  

Four in five Brits (84%) also believe it is important to support small firms, while 95% think they add value to local communities.   

Christmas spending set to rise  

In signs of an improved economic outlook, Small Business Saturday’s analysis found the nation could spend over £23 billion across the festive season – a 16% nominal rise on last year’s predictions. Over a quarter (28%) of Brits also expect to spend more on Christmas this year.

On average Brits plan to spend one fifth (22%) of their seasonal spending with small businesses, representing £5.3 billion in potential gains for firms to tap into. This will be welcomed by the UK’s 5.6 million small businesses, many of which face ongoing challenges from rising costs and rely on ‘peak’ seasonal trade to sustain them throughout the year.   

Calling on the nation

Ahead of the weekend campaigners are calling on the nation to support and spend with their favourite small businesses on Small Business Saturday (6th December) and beyond.  

“Small businesses are the nation’s favourite businesses, and they are essential to both their communities and the whole UK economy,” said Michelle Ovens CBE, Director, Small Business Saturday UK.   

“This Small Business Saturday we would love to see everyone go out and support their favourite independents, whether on the high streets or online, and show entrepreneurs the public is backing them all the way.”   

Taking place on 6th December this year, Small Business Saturday is a grassroots, not-for-profit campaign, which encourages the public to support and spend with small businesses.   

Dan Edelman, General Manager, UK Merchant Services, American Express, said: “Behind every small business is a person – a dreamer, a doer, and someone devoted to serving their community. This research shows how much the public values these individuals and Amex is proud to back them as principal supporter of Small Business Saturday.”  

Small Business Saturday was originally founded by American Express in the US in 2010. American Express remains the principal supporter of the campaign in the UK. Over the time it has been running in the UK, the campaign has seen a growth in public support for small businesses with billions of pounds spent with small firms on Small Business Saturday.  

Last year over 10 million Brits shopped small on Small Business Saturday, according to American Express, with a collective £634 million spent on the day itself in-store and online in 2024, and average spend per person on the day rising to a level not seen since 2020.  

On Small Business Saturday customers across the UK go out and support all types of small businesses, online, in offices and in stores; from independent shops and restaurants to small service and B2B based businesses like accountants, plumbers, and digital marketeers. Many small businesses take part in the day by hosting events and offering promotions and collaborating with other local businesses.  

“It’s incredibly encouraging to hear that coffee shops are one of the nation’s favourite types of businesses,” said Kristian Cuffin owner of Cuffed-in Coffee which has three sites in Anglesey, North Wales.  

“We’re constantly blown away by the loyalty, warmth and support of our customers – they’re the reason we can do what we do. Small Business Saturday is a brilliant reminder of how important independent businesses are to local communities, and we’re really looking forward to celebrating with our customers on the day.”

As well as encouraging the public to shop small, organisers are also urging people to support their favourite small businesses in other ways, whether it be leaving positive reviews or spreading the word amongst friends and family.   

“It’s incredibly uplifting but not a surprise to see research confirming that our sector remains one of the nation’s favourites,” said Jo Bevilacqua owner of Serenity Loves hair salon in Peterborough.  

“As a family run, independent salon with a large team, we rely on the special relationships we build with our clients, and their ongoing support allows us to continue doing what we love – pamper our clients, and nurture the next generation. Small Business Saturday is always a highlight in the calendar for us. It is an important reminder of the positive impact small businesses have on the community, and we’re proud to be part of such a valued industry.”  

To learn more about Small Business Saturday visit https://smallbusinesssaturdayuk.com   

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