Author: Admin

The holiday season is upon us. Perhaps your loved one’s wish list includes concert tickets for Metallica, Post Malone or other acts touring in Atlanta this upcoming year. And, aside from the inevitable fad gadget-of-the-moment, it’s likely the most expensive item on there.

Read More At: The Atlantic Journal-Constitution

Constant Contact, a digital marketing and automation platform that has helped millions of small businesses and nonprofits globally, today announced its latest Small Business Now report. Featuring insights from over 1,600 small businesses (SMBs) and 3,000 consumers across the United States, Australia, Canada, and the United Kingdom, the findings indicate that an unstable global economy and shifting consumer behaviors are putting pressure on SMBs as they strive to make the most of the year’s final quarter.

Many small businesses rely on a strong holiday season to make ends meet, and while inflation has cooled from previous highs, its longtail impact is being felt by both SMBs and their customers. Constant Contact’s Small Business Now report reveals that 89 percent of SMBs globally have been impacted by inflation, and 52 percent of consumers have reduced their spending at SMBs due to inflationary pressures. With 33 percent of SMBs saying they feel the most pressure to drive revenue in the fourth quarter, adjusting their marketing to account for these challenges will be essential to their success this holiday season.

“Small businesses are incredibly resilient, but as they head into a holiday season filled with uncertainty, they must get proactive in their marketing to ensure success,” said Sarah Jordan, chief marketing officer at Constant Contact. “Our study shows that despite inflation, shoppers still want to support small businesses, so the SMBs who thrive will be the ones who start their holiday marketing early, streamline their work with automations, and engage customers consistently throughout the season.”

Inflation is forcing SMBs and consumers to adapt their holiday approach

Almost every SMB polled is taking action to mitigate the impact of inflation on their business, and holiday shoppers are rethinking where they purchase gifts.

• 46 percent of SMBs have cut back on expenses to manage costs, and 39 percent have raised prices
• Canadian small businesses are the least likely to have raised their prices (35 percent)
• 52 percent of consumers globally have reduced their spending at small businesses this year, led by Australia (60 percent) and Canada (56 percent)
• The percentage of U.S. consumers planning to decrease their spending at small businesses (52 percent) has almost doubled since 2022 (27 percent)
• 62 percent of consumers cite price as a key factor in their holiday shopping decisions

During their busy season, SMBs are not confident in their marketing

Small businesses plan on getting most of their annual revenue during the holiday season, and that urgency causes them to spend extra time on marketing during the fourth quarter. However, many SMBs spread themselves too thin and struggle to see a return on their efforts.

• The percent of SMBs that attribute at least 50 percent of annual sales to the holiday period has nearly doubled since 2023
• Canadian small businesses are the most reliant on holiday sales, with 21 percent stating at least half of their annual revenue is generated during the last quarter
• 65 percent of SMBs struggle with either budget constraints or time management during the last quarter
• 79 percent of SMBs who measure their marketing effectiveness feel uncertain that their holiday strategy was effective in 2023
• 20 percent of SMBs have no way to measure the impact of their holiday marketing

Waiting until October to plan is a missed opportunity for SMBs

October is considered the unofficial start to the holiday season, but there’s reason to believe that SMBs shouldn’t wait that long to switch into holiday mode. Consumer desire to support small businesses remains constant throughout the year, so planning ahead can help SMBs beat the holiday rush.

• 99 percent of consumers revisit the same businesses each year to do their holiday shopping
• 92 percent of consumers who revisit businesses during the holidays plan to include SMBs in their shopping plans this year
• 58 percent of U.K. consumers start thinking about the holiday season before October, compared to 38 percent of consumers globally
• 42 percent of SMBs globally wait until at least October to start prepping for the holidays
• 30 percent of SMBs in Australia have not started their holiday marketing by November
• 57 percent of SMBs begin to increase the frequency of their marketing communications in the last three months of the year

Small marketing tweaks can help SMBs attract shoppers and avoid last season’s mistakes

Small businesses stated that the biggest holiday mistake they made in 2023 was trying to do too many things at once with their marketing. This year, SMBs are aiming for improved efficiency and measurable results as they try to capitalize on shopper intent and insulate themselves from economic uncertainty.

• The top three things SMBs are doing to have a successful holiday season are improving their efficiency (35 percent), offering special promotions or discounts (28 percent) and creating an end-of-year marketing strategy (26 percent)
• Canadian small businesses are significantly more likely than other regions to test new marketing tools or technology in preparation for a successful end-of-year
• Small businesses in Australia are much more likely to start ordering inventory earlier than usual
• 78 percent of consumers plan to holiday shop at a small business they have never purchased from before
• 51 percent of SMBs believe social media marketing and email marketing have the biggest impact on their holiday goals

To learn more about the findings from Constant Contact’s Small Business Now, download the report.

Every bit as proud of the award-winning work The Edge Agency creates on behalf of its clients, founder Alexandra Radford also revels in her company’s stature as a women-owned business. The Metro Atlanta branding firm recently received two prestigious certifications – Women’s Business Enterprise National Council (WBENC) and Women-Owned Small Business (WOSB). Both mark significant achievements for Radford’s company seven years after opening its doors in 2017. To celebrate, Radford and her team gifted clothing, makeovers, and a professional photo shoot to the residents of the House of Cherith. The support of the women-focused nonprofit served as a way for The Edge Agency to pay their accomplishments forward to women in need. 

Launched in 2014, House of Cherith provides safe housing and supportive services where women can recover from the trauma of sexual exploitation and human trafficking. The Edge Team selected the nonprofit because they were touched by its mission to help its residents reclaim their dignity and self-worth, renew their faith in humanity, and rekindle their passion for a lifetime of success. The branding agency partnered with Beauty Babes ATL to provide hair and makeup to House of Cherith residents. In addition to the gifts of a makeover and photoshoot, Edge is taking up a collection of gently used clothes to help the nonprofit’s residents build a wardrobe and feel empowered. Radford and her team welcome the community to join them by bringing their clothing donations to Thrive Coworking space at 500 Buford Highway in Suwanee through the end of 2024. 

“Women can be incredibly impactful, and I’m beyond honored that The Edge Agency is made up of so many talented and powerful women,” said Radford. “Both of our certifications were achieved after a rigorous vetting process, and – instead of simply celebrating in a traditional way – we felt compelled to pay it forward. As a branding company founded in faith, the choice to support House of Cherith was a natural one for me and my team. We chose to honor its residents because, honestly, nothing breaks our hearts more than the most basic human rights being denied to anyone. We loved the idea of planting a seed of hope in women who have felt hopeless. So many successful female leaders get to enjoy the little luxuries of life. If for no other reason than to make the residents of House of Cherith feel special for a day, that was enough for us to lavish these ladies with some well-deserved glitz and glam. After all, that’s what women do best – we lift each other up when we’re down. That’s what it’s about. It was an impactful day, and everyone in the room got the opportunity to feel beautiful. Besides being made to feel as special as they are, these ladies now have professional headshots that they can use on their social media profiles and resumes as they get back on their feet.” 

Widely recognized by corporations, government agencies, and other entities, to achieve the WBENC Certification, companies must be at least 51% owned, controlled, operated, and managed by a woman or women. Established in 1997, the WBENC is the largest third-party certifier of businesses owned, controlled, and operated by women in the United States and a leading advocate for women-owned businesses in corporate and government supply chains. An offering from the U.S. Small Business Administration, the WOSB certification levels the playing field for women business owners – paving the way for The Edge Agency to compete for federal contracts. 

In addition to achieving these two certifications, The Edge Agency is a participant in the inaugural Gwinnett Chamber Foundation Minority Business Enterprise (MBE) Program – designed to open doors for supplier diversity certifications and opportunities for women, minorities, and veterans alike. Companies or organizations seeking to launch, pivot, or elevate their brands are invited to learn more about The Edge Agency, its capabilities, skilled team, and the industries it serves by visiting www.TheEdgeAgency.net. They are also encouraged to follow The Edge Agency on Facebook, Instagram, and LinkedIn.

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