New research reveals nation’s top 10 most-loved small firms as campaigners call for support ahead of Small Business Saturday on December 6
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, while garden centres, gift shops and book shops also make it into the top 10.
- Cafes and coffee shops – loved by almost one third of Brits (32%)
- Independent restaurants and takeaways (21%)
- Bakeries (19%)
- Bars and pubs (16%)
- Hairdressers and barbers (15%)
- Convenience stores (13%)
- Bookshops (10%)
- Garden centres (10%)
- Gift shops (9%)
- Garages and mechanics (9%)
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.
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 (December 6) 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 6 December this year, Small Business Saturday is a grassroots, not-for-profit campaign, which encourages the public to support and spend with small businesses.
Last year over 10 million Brits shopped small on Small Business Saturday, according to American Express, with a collective £634m 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.
