Small Business Owners Are Marketing Better Than Ever, According to VistaPrint and Wix’s 2024 Small Business Marketing Report

79% of US small business owners say they are confident in their marketing knowledge while consumers share what influences them to shop small in 2024

Boston, MA (April 29, 2024) – New research from VistaPrint, the expert design and marketing partner to small businesses, and Wix, the leading SaaS website builder platform to create, manage, and grow a global digital presence1, reveals that small business owners (SBOs) are confident in their marketing knowledge, balancing on a strategic mix of print and digital marketing tactics to grow their business and build their brands.

With 71% of SBOs surveyed saying they are solely responsible for their business’s marketing efforts, nearly 4 out of 5 small businesses (78%) say they’ve experimented with and invested in new marketing approaches in the last year, including social media advertising, promotional items like branded merchandise, email marketing and business cards to reach new customers.

With marketing top of mind, many have taken the steps to hone those skills – and it’s working. In 2023, 63% focused on upskilling to understand marketing better and only 24% cited lack of expertise as a factor of concern.

“Marketing is a small businesses’ X factor,” said Emily Whittaker, Executive Vice President, North America & Global Marketing at VistaPrint. “One of the most challenging parts of owning a small business is standing out, but we know that small business owners have the drive and willingness to make marketing happen. It’s incredibly encouraging to see that small business owners are marketing confidently and we’re optimistic that these insights can inspire even more entrepreneurs to build brands that customers love – and remember.”

In addition to surveying 1,000 US-based SBOs with fewer than 50 employees, VistaPrint and Wix’s Small Business Marketing Report asked 1,000 US-based consumers to share what they’re seeing – and want to see – to better inform effective small business marketing decisions.

According to the report, consumers still value physical touchpoints with small businesses. 71% of small businesses surveyed said physical marketing tactics, including flyers, banners, and loyalty cards, are important for connecting with new and existing customers.

At the same time, online and social platforms are essential components of a holistic marketing strategy. Social media (54%) was the top tactic that helped consumers find small businesses with 42% of consumers saying they visited a local business because they saw a post on social media. This number is even more jarring for Gen Z as 66% say they like finding new local businesses through social media.

“As the marketing landscape for small businesses continues to evolve, we’re witnessing a profound shift towards personalized and authentic engagement,” said Idan Segal, Director of Growth at Wix. “We know that today’s consumers crave meaningful connections with brands and small businesses are rising to the occasion by leveraging their digital presence to forge these relationships. At Wix, we’re inspired by the resilience and creativity of small businesses and how they show up for their customers, and we’re dedicated to supporting them on their journey towards success.”

Looking ahead, expect SBOs to utilize more marketing to make things happen. In fact, 78% of SBOs surveyed say they plan to invest more in their marketing in 2024 to tackle growth opportunities, increasing brand awareness and expanding their web presence.

To review VistaPrint and Wix’s 2024 Small Business Marketing Report survey results in full, please visit:

Methodology: The data for this report was collected by VistaPrint and Wix via market research platform Corus, in March 2024. Qualified responses were collected from 1,000 small business owners with fewer than 50 employees and 1,000 consumers located in the United States.


About VistaPrint

VistaPrint is the design and marketing partner to millions of small businesses around the world, empowering each one to live their dreams. For more than 20 years, we have helped small businesses look, work, and feel credible through high-quality marketing products and solutions that include signage, logo apparel, promotional products, flyers, postcards, business cards, websites and digital marketing. With VistaPrint, small businesses are able to create and customize their marketing with easy-to-use digital tools and design templates, or by receiving expert graphic design support. VistaPrint is a Cimpress company (Nasdaq: CMPR).

About Wix

Wix is the leading SaaS website builder platform globally1 to create, manage and grow a digital presence. What began as a website builder in 2006 is now a complete platform providing users with enterprise-grade performance, security and a reliable infrastructure. Offering a wide range of commerce and business solutions, advanced SEO and marketing tools, Wix enables users to take full ownership of their brand, their data and their relationships with their customers. With a focus on continuous innovation and delivery of new features and products, anyone can build a powerful digital presence to fulfill their dreams on Wix.

 1 Based on the number of active live sites as reported by competitors’ figures, independent third-party data, and internal data as of Q4 2023.