71% of Consumers are Ready to Pay More to Shop at Small Businesses This Holiday Season

TEMPE, Ariz. /PRNewswire/ — Consumers are in a giving mood this year, not just toward their friends and families, but also to small businesses. According to a new GoDaddy survey, 71%* of U.S. shoppers are willing to pay more to support small businesses during Black Friday and this year’s holiday season, with an eye-popping 53%* of them willing to spend up to 10 percent more to do so. 

Despite 65%* of survey respondents agreeing that inflation will impact their shopping this holiday season, their desire to shop small is clear. More than 3 in 4 (78%)** people are as or more likely to shop at a small business this Black Friday and throughout the holidays compared to previous years, with Gen Z being the most likely to shop small (85%)** and Millennials following closely behind (83%)**.  

Of the reasons to favor small businesses, 30% of respondents cited wanting to support their local economy, while 18% claimed doing so led to better customer service, and 13% preferred unique or handmade products**. 

The Stakes Are Big for Small Businesses 

GoDaddy surveyed U.S. consumers to help small businesses understand their customers’ shopping priorities during the all-important holiday season. According to the survey results, 40%* of U.S. consumers plan to do most of their holiday shopping in the next four weeks, with almost 1 in 5 (19%)* planning to do the bulk of their shopping on Black Friday alone.  

“Black Friday has long been considered peak selling season for large retailers, but GoDaddy’s research makes it crystal clear U.S. shoppers are willing and eager to make this the smallest Black Friday ever,” said GoDaddy Small Business Trends Expert, Amy Jennette. “Despite inflation concerns and rising costs, consumers want to support their local businesses and economies.” 

Jennette continued: “To take advantage of this opportunity, small businesses should lean into the ‘shopping small’ experience that consumers value and are willing to pay more for. They can do this by focusing on unique holiday promotions and offers to attract traffic and provide superior customer service along with unique products and experiences they can’t find elsewhere.” 

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Who Consumers Are Shopping for and How Much They’re Spending  

GoDaddy’s survey also shows consumers are embracing the spirit of giving. Nearly one-third (31%) of consumers purchase gifts for six or more people, and 10%* extend their shopping lists to more than 10 people. 

For many, the holiday season is a time to show their generosity, with about a fifth of respondents (22%)** typically spending more than $100 per person. Additionally, 32% of shoppers who participated in the survey reported spending between $51 and $100 per person during the holidays. That means over half (54%) of respondents plan to spend more than $50 on gifts per person this holiday season. 

Spreading holiday joy isn’t just about giving gifts to others. Two-thirds (67%)** of consumers intend to treat themselves to a holiday indulgence, as well. Gen Z is the most likely to do so, with 83%** planning to buy themselves a special item or experience. 

So Many Tools and Resources to Help Small Businesses This Holiday Season 

Small businesses looking for guidance on how to maximize their seasonal sales should visit GoDaddy’s Ultimate Guide to Holiday Campaign Planning. Valuable resources include holiday marketing advice by channel, do’s and don’ts for offering seasonal promotions, AI prompts that make it easy to manage and promote a business during the busiest time of year, and much more.  

Visit GoDaddy.com to learn more about the solutions GoDaddy offers small businesses, including the AI-powered GoDaddy Airo experience that TechRadar called “a game-changer for small businesses looking to establish their online presence, particularly because of how much time and effort it saves.”  

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Methodology
The survey data referenced in this news release was collected via two surveys in which U.S. consumers were asked about their holiday shopping habits: one conducted in October 2024 with 1,247 respondents* and one in September 2024 with 1,520 respondents**. 

About GoDaddy
GoDaddy (NYSE: GDDY) helps millions of entrepreneurs globally start, grow, and scale their businesses. People come to GoDaddy to name their idea, build a professional website, attract customers, sell their products and services, and accept payments online and in-person. GoDaddy’s easy-to-use tools help microbusiness owners manage everything in one place and its expert guides are available to provide assistance 24/7. To learn more about the company, visit www.GoDaddy.com. 

Source: GoDaddy Inc.

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As we delve deeper into October, the recent employment data shines a spotlight on the remarkable resilience exhibited by the U.S. economy. The September jobs report, released by The Conference Board, has garnered significant attention, emphasizing a substantial addition of 254,000 jobs to the economy—the most significant surge since March. This impressive growth not only exceeds expectations but also highlights the underlying robustness of the labor market moving into the final quarter of 2024.

Breaking Down the Numbers

Initially, job growth from June to August seemed to be slowing, with monthly gains averaging 116,000. However, revisions have lifted this projection to an average of 140,000, before the substantial boost seen in September. As a result, the third quarter is closing with an average monthly payroll gain of 186,000. These upbeat figures underscore the idea that the Federal Reserve’s preemptive interest rate cut was well-timed, as risks that could slow the economy have yet to manifest.

Mitchell Barnes’ Expert Insight

Mitchell Barnes, an economist with The Conference Board, provides a detailed analysis of these trends. According to him, the robust job creation figures signal that the current economic landscape is more resilient than previously thought. “Despite potential headwinds, the labor market continues to thrive, supported by consistent income and spending growth,” Barnes notes. Such commentary from a seasoned economist offers reassurance that policymakers are equipped with data supporting the continuation of stable economic conditions.

Employment Landscape and Sector Shifts

The September report highlights notable growth within specific industries. Leisure and hospitality, healthcare, government, and construction have driven much of this year’s employment growth. These industries, previously hit hardest during the pandemic, are now successfully replenishing their workforce, underscoring a return to pre-pandemic staffing levels. Current job gains suggest near-full employment, with payrolls surpassing their February 2020 levels by around seven million.

Improved Job-finding Rates

Significantly, September showcases an improvement in job-finding rates as more than 300,000 workers who had been jobless for less than five weeks secured employment. This movement led to the unemployment rate dropping back to 4.1%, indicating an easing concern for a rapid rise in unemployment rates.

Moreover, the uptick in job openings to eight million, as seen in August’s JOLTS data, showcases growing demand, setting the stage for potential sustained growth moving forward.

Consumer Sentiment and Future Outlook

The Conference Board’s Consumer Confidence Survey® suggests that while some present conditions have softened, they haven’t significantly deteriorated. However, the outlook remains positive with incumbent workers enjoying high real wages and considerable job security. Consequently, consumer spending remains robust, providing further momentum to the economy.

Mitchell Barnes anticipates that economic growth will revitalize as early as 2025, as the Federal Reserve’s monetary policies continue to foster a conducive environment for development post-election. His analysis suggests that despite prevailing uncertainties, the current economic trajectory lacks the extended softness that many feared.

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Resisting the Slowdown Narrative

The narrative of an impending economic slowdown seems increasingly misplaced. The U.S. economy, armed with robust household finances and sustained business activity, is steering ahead confidently into 2025.

The Conference Board: Trusted Insight

As a global independent research association, The Conference Board continues to offer trusted insights into the economic landscape. With over a century of experience, it remains committed to exploring the challenges and opportunities that lie ahead for economies worldwide.

In conclusion, September’s employment report not only underscores the resilience of the U.S. labor market but also fortifies confidence as we look forward to what’s ahead. As the economy edges closer to 2025, the emphasis remains on maintaining this momentum through informed policymaking and strategic investments in human capital.

Read the press release: September’s Booming Job Gains Underscore US Economy’s Resilience

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Anna Nagurney, UMass Amherst

A dockworkers strike that froze operations at East Coast and Gulf Coast ports for 2½ days was paused on Oct. 3, 2024. The Conversation U.S. asked Anna Nagurney, a scholar of supply chains, to assess the extent of disruptions that likely occurred and how the swift return of 45,000 workers who had been on strike may stave off further problems down the road.

Why was the strike suspended?

Aided by intense pressure from senior Biden administration officials, the shipping companies, represented by the U.S. Maritime Alliance, significantly increased the raise they were offering the dockworkers to 62% from their previous offer of a 50% boost in pay. The International Longshoremen’s Association, the dockworkers’ union, was seeking a 77% raise, but it accepted the new offer, which will be phased in over six years.

The agreement labor leaders and management reached will suspend the strike until at least Jan. 15, 2025, allowing more time for additional collective bargaining and negotiations.

Talks over other contested conditions, including the adoption of more automation, will continue until then.

President Joe Biden applauded both sides. He thanked the union and management “for acting patriotically to reopen our ports and ensure the availability of critical supplies for Hurricane Helene recovery and rebuilding.”

How has this strike affected the economy?

About half of the products that the U.S. imports are handled by the ports that were paralyzed during this brief strike. About 1 million shipping containers arrive at these ports every month.

Imports include vast quantities of bananas and other fresh produce, coffee, pharmaceuticals, liquor, toys, apparel, furniture, machinery and vehicles. Exports include meats, commodities, machinery, chemicals, vehicles and vehicle parts.

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The strike’s impact was immediate. More than 50 ships laden with hundreds of thousands of containers created a logjam at East Coast ports. Major retailers, such as Walmart, Costco, Lowes and Home Depot, were among the companies stuck waiting for the release of their stranded cargo.

It may take two to three weeks to relieve this logjam. Prices for some products, including coffee, were already rising before the negotiators reached their breakthrough.

Workers are critical to the functioning of each link in supply chains. When the dockworkers were on strike, other workers, such as truckers, rail employees and warehouse workers, were concerned about being affected, as well as all the businesses that rely on them, such as restaurants.

Why is the new time frame significant?

Shipping tied to the holiday season typically runs from July through early November. Members of the National Retail Federation, the largest U.S. retail trade group, have already been dealing with significant supply disruptions due to Houthi attacks in the Red Sea and Suez Canal. The attacks have forced shipping companies to take longer routes, delaying cargo delivery and increasing costs due to the need for more fuel and labor.

A prolonged dockworkers strike would put stress on the economy. According to J.P. Morgan, a lengthy dockworkers strike could have cost the U.S. economy US$5 billion per day.

The temporary agreement pushes the strike past the U.S. elections in November and the conclusion of the upcoming holiday season. That gives both sides a chance to return to the bargaining table to continue to negotiate and to reach an agreement on the issues that haven’t been resolved yet – notably the use of automation.

Having a shorter strike will reduce the risk of shortages of everything from mangos to Maseratis and the price increases that typically occur when products are scarce and in high demand.

What did the Biden administration do?

The Biden administration was eager for a settlement, especially with the ports serving as channels for recovery supplies after the massive damage seen in Florida, western North Carolina and other areas near the East Coast from Hurricane Helene.

Senior government officials made notable progress when they met with representatives of shipping companies before daybreak on Oct. 3 over Zoom.

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Julie Su, the acting labor secretary, had been working hard to help the two sides settle their differences. She emphasized over Zoom that she could get the International Longshoremen’s Association to the bargaining table to extend the contract. Transportation Secretary Pete Buttigieg also stayed in touch with labor and management, and used that Zoom meeting to tell the shipping companies that they would need to offer the dockworkers a higher wage.

White House Chief of Staff Jeff Zients told the shipping companies on Zoom that they should make an offer to the union quickly so that the strike wouldn’t further exacerbate the effects of Hurricane Helene.

It seems clear to me that the pressure worked – helped, perhaps, by a bit of patriotism.

Anna Nagurney, Eugene M. Isenberg Chair in Integrative Studies, UMass Amherst

This article is republished from The Conversation under a Creative Commons license. Read the original article.

STM Daily News is a vibrant news blog dedicated to sharing the brighter side of human experiences. Emphasizing positive, uplifting stories, the site focuses on delivering inspiring, informative, and well-researched content. With a commitment to accurate, fair, and responsible journalism, STM Daily News aims to foster a community of readers passionate about positive change and engaged in meaningful conversations. Join the movement and explore stories that celebrate the positive impacts shaping our world.

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