77% of U.S. Consumers Would Complete All Holiday Shopping at Small Businesses, According to Latest AT&T Business Holiday Shopping Survey
Rhea-AI Summary
AT&T Business (T) released a 2025 holiday shopping survey showing 77% of U.S. consumers would complete all holiday shopping at small businesses if possible. The survey highlights small businesses' strengths: 73% of adults say small businesses offer more unique gifts; 72% find in-person shopping more inspiring than social media; and 67% shop small to support local economies (up 8 percentage points vs 2024).
The report flags gaps: 66% of Americans don’t know Small Business Saturday and only 9% prefer AI for gift discovery. AT&T Business recommends digital tools, customer communications, data-driven retail tech, and reliable connectivity to help small retailers capture holiday demand.
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News Market Reaction – T
In the Nov 26 session, T declined 0.15%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Dec 09 | Enterprise offering | Positive | -1.3% | Launch of AT&T Business Protect Enterprise device protection program with Servify. |
| Dec 08 | Strategy update | Positive | -1.3% | CEO conference remarks on guidance, repurchases, fiber and spectrum transactions. |
| Dec 02 | Conference webcast | Neutral | -0.8% | Announcement of UBS conference fireside chat webcast with John Stankey. |
| Dec 01 | Earnings scheduling | Neutral | -0.9% | Scheduling of Q4 2025 earnings release and call on Jan. 28, 2026. |
| Nov 26 | Consumer survey | Positive | -0.1% | Holiday survey showing strong consumer preference for small businesses and local support. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent AT&T news and corporate updates were followed by modest negative 24-hour price reactions, even when the content was operational or strategic rather than clearly negative.
Over late 2025, AT&T issued several business updates, including conference appearances, a shareholder strategy update with share repurchase plans, and enterprise product expansions. An earnings date announcement set expectations for Q4 2025 results, while AT&T Business released this survey showing consumer support for small businesses. Across these five events, 24-hour price reactions ranged from about flat to mildly negative, indicating a pattern of subdued trading responses to largely operational and strategic news.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Key Takeaways:
- Small businesses are uniquely positioned to attract holiday shoppers seeking distinctive gifts and personal service.
- Most consumers would be more likely to buy from small businesses than large retailers if pricing is the same.
- In-person shopping inspires more gift ideas than social media.
- With the right tools and technology, small businesses can turn these insights into greater holiday success.
As the holiday season approaches, a new consumer survey from AT&T Business reveals that most
Small businesses have a competitive edge. Nearly three-quarters of adults (
Additional Key Findings:
- Supporting local economies is a strong motivator.
67% of people say they shop at small businesses to support their local economy, an8% year-over-year increase from 2024 (59% ). - Americans are twice as likely to call a small business than a large retailer. Most people (
65% ) are more likely to call a small business when they have questions, compared to35% who say they are more likely to call a large retailer. - Traditional online search tops AI for holiday gift shopping. Most
U.S. shoppers (58% ) are more likely to use traditional online search methods compared to only9% of Americans who say they are more likely to use AI to find holiday gifts. - There's opportunity to boost awareness for Small Business Saturday. Two thirds of Americans (
66% ) don't know what Small Business Saturday is; 3 out of 4 Gen Zers (76% ) reported they weren't aware of the holiday. This presents an opportunity for small businesses to engage new shoppers and expand their participation.
"During the holidays, small business owners face tremendous pressures as they navigate the busiest shopping season of the year," said Shelley Goodman, SVP, Mid-Market Sales for AT&T Business. "From keeping up with increased demand to processing transactions, as well as managing inventory and staying connected to customers—fast, reliable connectivity is essential. AT&T Business is here to help, delivering solutions built for the busy season, so small businesses can operate smoothly and serve their customers."
How Small Businesses Can Win This Holiday Season
By embracing the right tools and technology, small businesses can turn these survey insights into real results, attracting more holiday shoppers and boosting sales. Here are tips to meet increased demand and stand out from larger retailers:
- Embrace digital tools, such as affordable e-commerce and inventory management solutions, to streamline sales and keep stock organized.
- Enhance customer engagement with communication platforms like Office@Hand to stay connected with in-store and online shoppers.
- Expand your reach by leveraging marketing and social media strategies to increase awareness and attract new customers, especially younger generations.
- Leverage data insights with AT&T Connected Retail, part of AT&T Connected Spaces, to transform your retail space into a smart store to drive more purchases, reduce operating costs and improves customer experience.
- Prioritize reliability by investing in advanced connectivity from AT&T. With the nation's fastest internet and wireless network2 backed by the AT&T Guarantee, we deliver reliable connectivity you can depend on, the deals you want, and the prompt, friendly service you deserve. And if we ever fall short – we'll make it right.
As small business owners navigate the unique challenges of the holiday rush, having the right technology and network is more important than ever. AT&T Business is dedicated to empowering small businesses with the connectivity and solutions they need to make this season their most successful yet.
Learn more about AT&T Business here.
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1 This poll was conducted for AT&T by Morning Consult between November 5 – November 7, 2025, among a national sample of 2,202 adults. The margin of error for the full sample is plus or minus 2 percentage points. The interviews were conducted online, and the data were weighted to approximate a target sample of |
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SOURCE AT&T