American Express released its 2026 Shop Small Impact Study ahead of Small Business Saturday on Nov. 28, reporting that 88% of consumers agreed they are likely to shop at small businesses this holiday season, the highest level since 2012. Word of mouth was the top way consumers choose a small business, at 65%, ahead of reviews at 45% and social posts at 39%.
Why this matters here
The discovery numbers are the useful part. Friends, family and reviews outrank social media by a wide margin, which means local reputation and local visibility beat chasing the algorithm. For Lowcountry owners, that argues for showing up where neighbors actually live and look.
First reported by americanexpress.com.
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