Consumers love small businesses — but often underestimate their scale

According to a new report, over 80% of Americans minimise most small businesses.

A Personal Connection, But a Global Blind Spot

Most people feel emotionally connected to the small businesses in their communities — but they significantly underestimate how many of them exist. That’s the key finding from a new report by digital marketing and automation platform Constant Contact, which surveyed over 8,000 people across the U.S., U.K., Canada, Australia, and New Zealand.

In the U.S., only 19% of respondents correctly identified that there are 33 million small businesses nationwide. Many underestimated the number “by millions,” according to the report.

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The Emotional Impact of Small Business Closures

The report also revealed how deeply embedded small businesses are in people’s lives. Over two in five Americans said they would feel “devastated” if their favorite small business were to close.

Constant Contact CEO Frank Vella explained the disconnect, saying many people have a “blind spot” when it comes to understanding the broader presence of small businesses. “Customers aren’t just buying a product or service, they’re building a relationship,” Vella told Entrepreneur.

What Types of Businesses Are Most Loved?

Globally, the most beloved types of small businesses include:

• Restaurants and bakeries
• Grocery stores and retail shops
• Locally-owned franchises
• Personal care and wellness businesses

These businesses offer more than just products — they provide a sense of community, personal customer service, and local economic impact.

Small Business Is Booming — and Growing

The Constant Contact findings align with a recent Goldman Sachs small business survey. That survey found:

• 69% of small business owners are optimistic about their financial outlook.
• 78% plan to grow in 2025.
• 46% expect to create new jobs this year.

Globally, 40% of consumers visit a small business at least once a week, and over 80% agree these businesses have a positive impact on their lives.

Conclusion: Don’t Overlook Small Business Power

While consumers clearly value their local favorites, there’s still a significant gap in awareness about the true scale and economic importance of small. Recognizing their role can lead to more informed support — and help ensure their continued success.