From November to December 2023, Americans spent over $222 billion online shopping, largely driven by an increase in total purchases. The holiday season is crucial for the continued success and viability of SMBs in the United States, as 99.9% of businesses are small businesses. Constant Contact polled 500 SMBs across various industries and 500 consumers to understand their approach to the holiday season. 75% of retail SMBs rely heavily on holiday sales to meet annual revenue goals. Shopping during the holidays is crucial for SMBs, as shoppers seek excuses to visit and buy from them. It's essential for businesses to market themselves and communicate their value. It's also important to continue marketing after the holidays, as Americans showed similar interest in supporting small businesses in the new year. Customers often use tactics like loyalty programs, events, and contests to activate their audience and turn holiday customers into repeat buyers the following year.