Wales’ Small Biz Eye Share Of Nation’s £5bn Christmas Spend

• Wales to direct just under a quarter of its festive spend to local small biz
• Country estimated to spend the most on food, gifts and alcohol in the UK 
• 23% are expected to spend more this year with clothing and nights out also on the region’s top spending plan – above the national average
  

 Small businesses across Wales are gearing up to take their share of a much-needed Christmas boost, as new data predicts the UK could spend £5.3 billion with small firms over the festive period, delivering critical end-of-year gains for this vital segment of the economy. 

The new data from the Small Business Saturday campaign also found Brits could spend over £23 billion in total across the UK this festive season, representing a nominal 16% year-on-year spending rise.

On average, one fifth of the nation’s seasonal spending pot could go to small businesses this year – equating to £5.3 billion and representing an estimated 19% nominal uplift on the projected spend recorded in 2024. 

And this trend is reflected across Wales, with households set to show their love for small businesses, as just under a quarter (23%) of the country’s planned festive budgets is tipped to go to small businesses this year. 

In a wider positive sign for the Welsh economy, on average, households will typically spend £820 on Christmas and the country is set to spend the most across the UK on food (87%), gifts (82%) and  alcohol (63%).  

The research also showed that 23% of the region believe they will spend more this year, with over half (51%) also tipped to spend on clothing and nights out.  

As the Small Business Saturday campaign kicks off, organisers are issuing their annual call for the nation to support and spend with small businesses on 6 December and throughout the crucial ‘peak’ trading season, which is essential for sustaining many small businesses throughout the year.  

“It is promising to see positive economic signs ahead of this year’s critical festive season. This bigger seasonal spending pot offers an incredible opportunity to boost the amazing small businesses across Wales and the wider UK,” says Michelle Ovens CBE, director of Small Business Saturday UK. 

“Despite ongoing challenges, small businesses have experienced a period of relative stability this year. Public support can make all the difference in helping them finally turn a corner as the year ends – especially with Black Friday and Cyber Monday on the horizon, as small firms can really struggle to keep up with deep discounting events. It is vital the nation gets behind our favourite small businesses so we can unleash their power in supercharging the economy next year and delivering immeasurable wider value across society and our local communities.” 

Encouragingly public support for small businesses continues to stay strong, with four in five people (84%) thinking it is important to support small businesses and 95% believing they add value to the local economy.

This comes as the number of small businesses rose to 5.6 million for the first time since 2020, after a series of falls in the UK’s small business population since the pandemic (2).

Juliet Bennett, Owner of Tan y Ddraig Ceramic Cafe in Conwy, said: “The Small Business Saturday campaign is great for small businesses, encouraging people to look and spend local and small.  It’s great to see how getting such a boost helps the local community to thrive, grow and develop.”

Michael Henson, Co-Founder of Home of Nail Art (HONA), in Newport, said: “The festive season is incredibly important for small businesses, especially within the beauty industry like ours. It is a time when communities come together, and beauty is often at the heart of that. Public support genuinely makes a difference to our growth and our ability to keep creating jobs here in Wales. 

At HONA, we’re gearing up for a busy period with a new skincare launch and continued expansion of our manufacturing in South Wales. Small Business Saturday is a brilliant reminder of the impact independent businesses have on the Welsh economy. Public support doesn’t just help us grow; it helps us keep innovating, investing locally and proudly representing Wales on a global stage.”

Small Business Saturday came to the UK in 2013 and is backed by principal supporter, American Express, which founded the campaign in the US in 2010. Over the time it has been running in the UK, the campaign has seen a growth in public support for small businesses with billions of pounds spent with small firms on Small Business Saturday. 

Last year over 10 million Brits shopped small on Small Business Saturday, according to American Express, with a collective £634m spent on the day itself in-store and online in 2024, and average spend per person on the day rising to a level not seen since 2020 (3). 

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.

Dan Edelman, General Manager, UK Merchant Services at American Express, said: “It’s positive to see the attraction of spending with small businesses remains strong among the public, especially with the festive season fast approaching. American Express is proud of its long-standing support of Small Business Saturday, a vital campaign encouraging the nation to shop small, whatever their budget.”

As well as encouraging the public to make a conscious effort to spend with small firms across the festive season and beyond, campaign organisers also suggest supporting favourite independents in other ways, such as leaving positive reviews or spreading the word amongst friends and family.

To learn more about Small Business Saturday visit –  https://smallbusinesssaturdayuk.com