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UK households spent an estimated £24.5 billion over the recent festive period, with significant support directed towards the nation’s small businesses, according to new data from the Small Business Saturday campaign.
New figures, based on a survey of 2,000 consumers conducted this month, suggest that the groundswell of support seen on Small Business Saturday (6 December) continued throughout the peak trading season, delivering a vital boost to many of the nation’s 5.6 million small firms during their most important time of year.
The overall 2025 estimated seasonal total, calculated by the campaign and based on its research, surpassed its original November projections of £23.8 billion, with Brits spending £848 on average – £24 more per household than the campaign predicted ahead of Christmas.
Importantly, small businesses shared in this festive uplift. More than a quarter of households (27%) estimated that they allocated up to 25% of their festive budgets to small businesses. Taken on average, households estimated that they spent almost a fifth (17%) of their budget with small firms.
This backing builds on record engagement during Small Business Saturday itself, when shoppers spent an average of £63 each with small businesses on the day (6 December 2025), the highest for five years, according to an earlier third-party study by campaign founder and principal supporter American Express in December.[3]
“It is fantastic to see estimated spend riding so high across the recent festive season, with so much public support for small businesses. This would have undoubtedly given a huge boost to this crucial segment of the economy which relies on the peak season to make its gains,” says Michelle Ovens CBE, Director of Small Business Saturday UK.
“Small firms clearly hold a special place in the British public’s hearts – they truly are the nation’s favourite businesses. It is now vital that we carry this wave of support forward for the rest of the year and get behind these amazing and essential small businesses so they can keep supercharging the economy and delivering immeasurable wider value across society and our local communities.”
Small Business Saturday’s latest data found that young people were particularly conscious about spending with independents, with 36% of 18-24-year-olds and 35% of 25-34-year-olds estimating that they spent up to a quarter of their Christmas budget with small businesses.
Overall, one third (33%) of people also reported spending more on festivities this year than in 2024. Top areas of the nation’s festive spending included food (79%), gifts (73%), alcohol (57%), clothing (53%) and nights out (50%). Whilst one fifth of Brits (22%) also treated themselves to holidays and a quarter donated to charities.
The annual Small Business Saturday campaign – which calls on the nation to support and spend with small businesses on the first weekend of December and beyond – aims to drive essential support for small firms across the crucial ‘peak’ trading season.
Ben Laing, Director at Threaplands Garden Centre in Elgin, said: “The festive period was extremely successful for us, with experience-led retail and hospitality driving strong growth – retail sales were up 16% on 2024 and hospitality up 13%, helped by nearly 5,000 roast turkey lunches, our Santa events and increased demand for real Christmas trees, decorations, food, drink and gifts. As a community-minded business, we’ve seen incredible support and loyalty from our local community, especially on Small Business Saturday, when customers made a real effort to shop local. This has meant we’ve not just survived but thrived, and with 2026 off to a record-breaking start, we’re excited for the season ahead.”
Jodie Mason, Founder of Lincolnshire Makers in Spalding, Lincolnshire, added:”Christmas is such an important time for many of our makers; it’s the season they prepare for all year, as customers search for those all-important festive gifts. This year, we saw a record number of visitors to our Christmas events, with over 3,000 people turning out to support more than 180 local independent businesses and shop for unique handmade wares directly from the makers themselves.”
Small Business Saturday first came to the UK in 2013 and has seen a growth in public support for small businesses, engaging millions and seeing billions of pounds spent with small firms on the day, over the time it has been running.
Last year the campaign received widespread backing from prominent public figures, including The Royal Family, Prime Minister and Leader of the Opposition.
On Small Business Saturday customers across the UK go out and support all types of small businesses, both online and in bricks-and-mortar stores; from independent shops and restaurants to small service and b2b based businesses like accountants, plumbers and digital marketeers. Many small businesses get involved in the campaign by hosting events, offering promotions, and collaborating with other local businesses.
To learn more about Small Business Saturday visit – https://smallbusinesssaturdayuk.com
