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100 Small Business Statistics: Financial Management, Marketing, and Sustainable Growth

100 Small Business Statistics: Financial Management, Marketing, and Sustainable Growth

100 Small Business Statistics: Financial Management, Marketing, and Sustainable Growth

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Small businesses encompass corporations, partnerships, or sole proprietorships characterized by a limited number of employees and lower annual revenue than standard-sized businesses or corporations. For these entrepreneurs, the digital era isn't a challenge; it's an opportunity.

It is an opportunity to connect, grow, and bring solutions that matter to people like us. At the core of every small business is a heart that beats for its community, echoing our belief in a world where solutions are crafted with care and purpose.

Editor's Top Picks
  • In 2023, small businesses created 61.2 million jobs, accounting for 46.8% of all new jobs in the U.S. 4
  • Subscription-based business models have seen an average growth rate of more than 300% over the past seven years. 30
  • 68% of small businesses use social media as their primary marketing tool. 53
  • By the end of 2023, 68% of small businesses will have a website, reflecting an upward trend in digital adoption. 73
  • 45% of small businesses feel they need more tools and resources to compete online with larger companies. 96
  • Let’s dive in and discover ways that small businesses can survive and thrive to excel in our times.

    Key Small Business Statistics

    Small businesses play a crucial role in the economy. Their influence stretches across various sectors and regions. Understanding their dynamics is essential for anyone involved in the business world.

    Here are key statistics that shed light on their significance, the hurdles they face, and the opportunities they harness.

    • Small businesses represent 99.9% of all U.S. businesses.1
    • In 2023, small businesses created 61.2 million jobs, accounting for 46.8% of all new jobs in the U.S.4
    • Currently, there are over 10.8 million job vacancies in the United States, yet the number of unemployed individuals stands at just 5.9 million.1
    • A single individual owns and runs 70% of small businesses.2
    • Small businesses generated 33% of U.S. export value.3
    • 82% of small businesses are bootstrapped, using personal savings to start their business.5
    • Small businesses pay over 40% of the total U.S. private payroll.6
    Small businesses have been identified as the backbone of U.S. commerce, representing nearly all enterprises. Their influence is felt deeply in the job market, with almost half of all new jobs by 2023 attributed to them.4 The economic footprint of these enterprises is undeniable, contributing significantly to domestic and international markets.

    Interestingly, most of these businesses are self-funded, showcasing individual owners' entrepreneurial spirit and dedication to driving the nation's economy. For marketers and designers, understanding the impact and reach of small businesses offers a unique opportunity to cater to a dynamic and influential segment.
    • In the U.K., small businesses accounted for 99.3% of all private sector businesses.7
    • Small businesses in the U.K. employed 60% of the total workforce, generating 52% of the turnover.8
    • In Canada, 97.9% of businesses are small businesses.9
    • Small businesses in Australia account for 35% of the country's GDP.10
    • 68% of small businesses in the U.S. are operated from home.11
    • Small businesses in the U.S. have generated 65% of net new jobs since 1995.12
    • 50% of small businesses survive five years or more.13
    • Small and medium-sized enterprises (SMEs) account for 99% of Unset the European Union businesses.14
    • In 2021, the European Union was home to 31 million enterprises, which employed 156 million people. Remarkably, 98% of these enterprises, amounting to 30.3 million, were classified as micro and small, each employing no more than 49 individuals. These smaller enterprises collectively employed 75.8 million people, accounting for 49% of the total employment in enterprises across the EU.15
    • Regarding economic contribution, micro and small enterprises generated a value of €3.3 trillion, representing 35% of the total value added of €9.3 trillion achieved by all enterprises.15
    • In India, SMEs contribute 45% of the country's industrial output.16
    • 30% of small businesses are founded with a clear goal of selling the business at a later stage.17
    The Average Small Business Owners' Salary

    • Small businesses in the U.S. generated $10 trillion in annual sales.18
    • Women own 36% of U.S. small businesses.19
    • 10% of small businesses in the U.S. are veteran-owned.20
    • Ecommerce sales by small businesses represent 27% of total U.S. online retail sales.21
    • 28% of small businesses in the U.S. are involved in the clean energy sector.22
    • Small businesses spend an average of 1% of their revenue on advertising.23

    Small businesses in the U.S. are making significant impacts across various sectors, from generating trillions in sales to leading clean energy and ecommerce policies.

    With diverse ownership and intelligent spending, they remain essential players in the nation’s economy. Their stories, told through these statistics, highlight their triumphs and challenges.

    Startups and Funding Statistics

    Starting a small business can be thrilling and challenging. Every step you take shapes your entrepreneurial success. From meticulously planning your business model to securing startup capital and mastering the art of financial management, small businesses have endless market opportunities.

    Market research becomes essential in guiding you through the changing landscape of consumer preferences. This section explores the essential elements of entrepreneurship, unraveling the importance of each facet in crafting a successful small business story.

    • Around 20% of small businesses do not survive their initial year.24
    • Around 50% of small businesses survive five years or longer.25
    • Over 600,000 new businesses start in the U.S. each year.25
    • A study suggests that businesses with a formal business plan have a 16% better chance of viability than those without.26
    • Roughly 23% of businesses cite not having the right team as a reason for failure.27
    • 42% of startups fail because there's no market need for their products or services.28
    • Businesses that undertake market research are 28% more likely to experience growth.29
    • Subscription-based business models have seen an average growth rate of more than 300% over the past seven years.30
    Several factors significantly impact the lifespan of small businesses in the U.S. While a sizable number are introduced each year, many face challenges that prevent them from seeing a second anniversary. The importance of a robust business plan must be recognized, with evidence pointing towards its significant influence on longevity.5

    Meanwhile, assembling the right team and recognizing market demand are pivotal concerns. Market research is often the bridge to deciphering this demand, and those embracing it witness better growth prospects. Among various business models, the subscription framework is notable, with its impressive growth figures suggesting a potential avenue for businesses seeking innovative revenue streams.
    • Companies utilizing a franchise model have a success rate of roughly 90% within the first 5 years.31
    • Cash depletion is the primary cause of failure for 29% of startups.27
    • 77% of small businesses depend on personal savings as their primary source of initial funding.32
    • Venture capital funding accounts for only about 0.05% of funding new businesses.33
    • Friends and family invest in 38% of startup businesses.34
    • 36% of businesses that do regular financial forecasting say they're better prepared for volatility.35
    • Businesses that budget effectively are 30% more likely to expand.36
    • A study shows that 60% of failed businesses cite negative cash flow as a primary reason.37
    • Over 70% of businesses believe poor cash flow management poses a significant risk in the next year.38
    • 26% of business owners start a business because they're ready to be their own boss.39
    • Service-based industries account for nearly 60% of new startups.38
    Psychological Barriers To Small Business Funding

    • Almost 50% of small businesses consider increasing profit as their top goal.40
    • Digital marketing is utilized by approximately 90% of new businesses for growth.41
    • 68% of entrepreneurs feel that now is an excellent time to start a business.42
    • Only about 40% of startups are profitable, while 30% break even, and the remaining 30% continually lose money.43
    • Roughly 65% of small business owners admit they need more confidence in understanding financial statements.44
    • Only 60% of startups have a strategy to adapt to technological changes.45

    Starting a small business in today's digital era requires more than a great idea; it demands a meticulous blend of planning, financial acumen, and market intuition. From the initial steps of launching to mastering cash flow management, each phase plays a pivotal role in the venture's success.

    Effective budgeting and choosing a suitable business model can set a solid foundation in this fast-paced digital age. As the foundation strengthens, the spotlight shifts to crafting a compelling brand identity and leveraging modern marketing strategies, ensuring your venture survives and thrives.

    Small Business Marketing and Branding Statistics

    Did you know that over 90% of consumers buy from brands they recognize?46 small businesses with dynamic marketing and compelling branding often influence the most memorable sales.

    Thoroughly learning these techniques strengthens recognition and can steer a business to success. We'll explore the practical strategies and building resonant brand identities in the modern world.

    • 72% of small businesses believe branding is essential for growth.47
    • Small businesses that utilize consistent branding see a 23% increase in revenue.48
    • 89% of marketers believe social media boosts their brand visibility.49
    • In the past two years, 60% of small businesses have increased their marketing budget.50
    • 55% of small businesses believe their brand identity differentiates them from competitors.51
    • Effective marketing strategies can increase a small business's customer base by up to 40%.52
    • 68% of small businesses use social media as their primary marketing tool.53
    • Localized marketing strategies result in a 35% uptick in in-store visits for small businesses.54
    For many small businesses, branding has been recognized as pivotal for expansion, with a noteworthy rise in revenue observed when consistency is prioritized. A surge in marketing budgets over recent years reflects a recognition of its importance, particularly in social media, a primary tool for an impressive majority.

    A distinct brand identity is a badge of uniqueness and a vital differentiator in a competitive marketplace. The power of tailored, localized marketing should be noticed, with a significant correlation to in-store visits. Understanding these insights is crucial for marketers and designers shaping the future of small businesses.
    • 45% of consumers prefer buying from businesses with strong brand identities.55
    • Small businesses that engage with customers on social media have a 28% higher retention rate.56
    • 77% of small businesses believe regular rebranding is crucial for staying relevant.57
    • When executed effectively, email marketing yields a 320% return on investment for small businesses.58
    • 54% of consumers say they have discovered a new brand through social media in the past month.59
    • Maintaining uniform branding across all platforms leads to an average revenue increase of 33%.60
    • 40% of small businesses still need a defined marketing strategy.61
    • 63% of small business owners cite word-of-mouth as the most effective form of marketing.62
    • Investing in search engine optimization can increase organic reach for small businesses by up to 60%.63
    • 52% of small businesses plan to increase their social media marketing budget next year.64
    • Brands that actively interact with their social media followers experience a 57% higher customer loyalty rate.65
    How Small Businesses Use Social Media In 2023

    • Influencer marketing holds a higher return on investment (ROI) compared to traditional advertising for 60% of small businesses.66
    • 70% of millennials prefer to buy from small businesses with strong brand values.67
    • 85% of small businesses claim content marketing as their most effective tool for lead generation.68
    • Small businesses that use video marketing see a 34% higher web conversion rate.69
    • After reading positive reviews on social media, 73% of consumers place greater trust in a business.70
    • Personalized email campaigns boost sales for small businesses by an average of 25%.71

    For small businesses, blending marketing with branding is vital. With the right strategies, they can build a solid online presence, especially using social media.

    Considering the dynamic nature of the digital landscape, outsourcing your digital marketing can be a strategic move. Outsourcing allows businesses to tap into specialized skills, like running Google Ads, and stay ahead in the ever-evolving digital sphere.

    Next, we'll examine how technology and digital shifts can further bolster their success and growth.

    Small Business Technology, Sustainability, and Growth Statistics

    Understanding technology's role, sustainability practices, and growth metrics is crucial for small businesses. Here are essential statistics that illuminate their interplay and impact.

    • 72% of small businesses reported incorporating digital tools significantly in one way or another as of 2023.72
    • By the end of 2023, 68% of small businesses had a website, reflecting an upward trend in digital adoption.73
    • Companies prioritizing digital transformation are 64% likelier to achieve their business goal than their less digitally mature peers.74
    • 55% of businesses cite growth as the main driver for digital transformation.75
    • Small businesses that use cloud computing were over 65% more likely to see revenue growth than those that did not.76
    • 89% of companies reported that using data analytics improved their decision-making processes.77
    • By the conclusion of 2023, ecommerce sales are anticipated to achieve $6.5 trillion.78
    • By 2023, mobile ecommerce sales will be estimated to constitute 60% of the total ecommerce sales.79
    A significant emphasis has been placed on adopting online platforms, with most small businesses integrating crucial digital tools into their operations. The trend is further corroborated by the surge in businesses using data analytics to improve their decision-making processes, signaling a collective move towards enhancing their digital presence.

    This digital shift, primarily driven by growth aspirations, is not just a fad: companies immersing themselves in digital transformation find their objectives more within reach.

    When paired with cloud computing and data analytics, this transformation becomes a powerful catalyst for revenue enhancement and superior decision-making, especially as ecommerce, dominated increasingly by mobile transactions, charts unparalleled growth trajectories.
    • 76% of small businesses focused on expanding their digital tool usage for expansion goals in 2023.80
    • By 2022, over 60% of businesses used social media platforms for sales strategies.81
    • 90% of consumers prefer to support environmentally responsible brands.82
    • Sustainable product sales are growing at 5.6 times the rate of the traditional product market.83
    • 88% of companies reported a direct link between sustainability initiatives and improved operational efficiency.84
    • Companies that prioritized sustainable practices had 19% higher odds of retaining customers than those that did not.85
    • Obtaining a new customer may require expenditures ranging from 5 to 25 times higher than those needed to retain an existing one.86
    • A modest 5% improvement in customer retention can dramatically increase company revenue, ranging from 25% to 95%.87
    • The likelihood of success when selling to an existing customer stands at 60-70%, in contrast to the lower rates of 5-20% for acquiring a new customer.88
    • Businesses that adopted digital tools were 3 times more likely to project job growth in the upcoming year.89
    • 68% of small-to-midsize businesses consider digital tools essential for scaling.76
    Important Technology Evaluation Factors For Small Businesses

    • International sales for digitally equipped small businesses were 2.1 times higher than for businesses that were not online.90
    • 75% of consumers anticipate a uniform experience when interacting with brands through social media, mobile platforms, or direct website engagement.91
    • By 2023, 46% of all tech spending went toward digital transformation.45
    • Companies that used digital transformation to redefine customer engagement saw a 20% increase in customer satisfaction.92
    • 50% of small businesses plan to increase technology spending next year.93
    • 63% of marketers believe their company's digital marketing budget will increase in the coming year.72

    Embracing digital tools and software for efficient operations is necessary. Online sales strategies, customer retention, and sustainable growth tactics have become the cornerstones of success as small businesses expand and scale; these principles only amplify the importance.

    However, these opportunities come with challenges, from fierce competition with larger enterprises to navigating regulatory hurdles and the ongoing quest for top talent. The following section highlights the challenges faced by small businesses and how to overcome them.

    Small Business Challenges Statistics

    Have you ever wondered how small businesses stand tall in the shadow of corporate giants? In today's business world, they face many challenges that can make or break their success.

    From fierce competition with industry titans to navigating a maze of regulatory hurdles and the constant battle for top talent, small enterprises are constantly juggling. This section explores the real-world obstacles these businesses confront and uncovers practical strategies to help you survive and thrive in this growing industry.

    • Running out of funds leads to the failure of 29% of small businesses.40
    • Half (50%) of small businesses endure beyond the five-year milestone.38
    • The absence of market demand for their products or services accounts for the failure of 42% of small businesses.40
    • 23% of small business owners report managing and maintaining company finances is their greatest challenge.94
    • 38% of small businesses state that more prominent corporations offer similar products or services.95
    • 27% of small businesses indicate they cannot compete with the lower prices of larger competitors.25
    • 31% of small business owners believe larger companies have an advantage because of more significant advertising budgets.72
    • 45% of small businesses feel they need more tools and resources to compete online with larger companies.96
    Small businesses often struggle with money problems, especially in their early years. They need to make enough money to keep going, and it's crucial that customers like what they're selling. Big companies selling similar things for lower prices make it even harder for them.

    These larger companies also have more money to spend on online ads, making it challenging for small businesses to compete online. Knowing these struggles helps businesses figure out new and smart ways to help small businesses succeed.
    • 48% of small business owners report spending at least one day per week on regulatory compliance.97
    • 37% of small businesses cite the tax code's complexity as a significant challenge.98
    • 29% of small businesses feel unprepared to address new data protection regulations like GDPR.99
    • 22% of small business owners say they have faced fines or penalties for non-compliance with regulations.100
    • 63% of small businesses say that finding skilled workers is a challenge.101
    • 56% of small business employers face increased competition from giant corporations when hiring top talent.102
    • 47% of small businesses report that they cannot offer competitive benefits compared to larger employers.103
    • 40% of small businesses experience a high employee turnover rate.38
    • 35% of small businesses need a formal process for onboarding new employees.104
    • 32% of small businesses report challenges in retaining employees due to limited opportunities for advancement.105
    • 41% of small businesses say maintaining consistent cash flow is a struggle.106
    Small Business Failure Rate (Per Year)

    • 27% of small businesses have needed help accessing business funding.107
    • 46% of small businesses report needing to prepare for a digital transition or more digital transformation tools.108
    • 30% still need a business website, limiting their online presence.109
    • 24% of small businesses express concern over the impact of geopolitical events and trade tensions on their operations.110
    • 28% of small businesses are unprepared for potential cyberattacks.111
    • 73% of small businesses indicate they need more support in marketing and outreach efforts to boost their business visibility.112

    While agile and innovative, small businesses grapple with the shadows of larger enterprises, the intricacies of regulation, and the pursuit of top-tier talent.

    Yet, in today's digital era, these challenges can become stepping stones, as embracing digital tools can level the playing field, turning potential setbacks into unique opportunities for growth and differentiation.

    Final Thoughts

    It's fascinating how these small enterprises create their niches, transforming challenges into opportunities.

    Small businesses are expanding their horizons by using the potential of online platforms, digital marketing strategies, and e-commerce innovations, reaching audiences they never thought possible a decade ago.

    While the allure of the digital age can be overwhelming, those small businesses that stay authentic, agile, and adaptive genuinely resonate with today's discerning consumer.

    In this era, size doesn't dictate success; it's the ability to evolve and connect digitally.

    flair offers services tailored specifically for small businesses, addressing their unique human resources needs. Recognizing that small businesses often lack the resources to manage HR functions effectively, flair provides scalable solutions, including streamlined payroll processing, efficient employee onboarding, compliance management, and personalized employee benefits plans.

    By leveraging technology and expertise, Flair helps small businesses manage their workforce more efficiently, ensuring compliance with regulatory standards and enhancing employee satisfaction.

    Book a demo today

    Frequently Asked Questions

    Q1. What qualifies as a small business?

    The definition varies by country and industry, but generally, a small business employs a limited number of workers and has a relatively low sales volume. For instance, in the U.S., the Small Business Administration (SBA) has criteria based on industry, number of employees, and annual revenue.

    Q2. Why are small businesses important?

    Small businesses drive economic growth, create jobs, foster local innovation, and contribute to the diversity and vibrancy of communities.

    Q3. How can small businesses benefit from the digital era?

    Small businesses can expand their reach, optimize operations, and increase sales through online marketing, e-commerce platforms, digital tools, and analytics.

    Q4. Are there specific tax breaks for small businesses?

    Yes. Many governments offer tax incentives, deductions, or credits to support small businesses. It's advisable to consult with a tax professional or accountant familiar with local regulations.

    Q5. How can small businesses adapt to changing market conditions?

    Flexibility is key. This includes regularly updating business plans, staying informed about industry trends, leveraging technology, and focusing on customer feedback.


    1. U.S Chamber of Commerce
    2. Review42
    3. SBA’s Office of Advocacy
    4. Patriot Software
    5. Companies Made Simple
    6. Investopedia
    7. Federation of Small Business
    8. Department for Business, Energy & Industrial Strategy
    9. Made in CA
    10. ASBFEO
    11. U.S Chamber of Commerce
    12. Small Business & Entrepreneurship Council
    13. LinkedIn
    14. European Parliament
    15. European Union
    16. PIB
    17. Harvard Business Review
    18. Investopedia
    19. World Bank
    21. IBISWorld
    22. Department of Energy
    23. Forbes
    24. Entrepreneur
    25. Luisa Zhou
    26. Investopedia
    27. Commerce Institute
    28. Forbes
    29. Market Research
    30. Subscribed
    31. NBC News
    32. Bankrate
    33. Forbes
    34. LinkedIn
    35. Ernst & Young
    36. Investopedia
    37. Tipalti
    38. OECD
    39. Forbes
    40. Luisa Zhou
    41. Medium
    42. LendingTree
    43. Zippia
    44. QuickBooks
    45. Quixy
    46. WebFX
    47. Marq
    48. Redblink
    49. PostBeyond
    50. The Marketing Meetup
    51. Entrepreneur
    52. LinkedIn
    53. Hootsuite
    54. Linchpin SEO
    55. Marketing Dive
    56. East Tennessee State University
    57. Business
    58. Moosend
    59. Porch Group Media
    60. PR Newswire
    61. LinkedIn
    62. MarTech Alliance
    63. LocaliQ
    64. Capterra
    65. Huuray
    66. LinkedIn
    67. World Economic Forum
    68. Exploding Topics
    69. Chilli Media
    70. Luisa Zhou
    71. eCommerceFuel
    72. WordStream
    73. DataReportal
    74. Forbes
    75. Performance Improvement Partners
    76. Deloitte
    77. PKC Consulting
    78. LinkedIn
    79. edesk
    80. Bank of America
    81. HubSpot
    82. MorganMyers
    83. Harvard Business Review
    84. Ernst & Young
    85. ResearchGate
    86. Hashtag Paid
    87. Incentivesmart
    88. LinkedIn
    89. World Economic Forum
    90. International Finance Corporation
    91. PwC
    92. Freshworks
    93. Spiceworks
    94. Investopedia
    95. Apollo Technical
    96. Quickbooks
    97. Small Business & Entrepreneurship Council
    98. OECD
    99. Microsoft
    100. Skillcast
    101. LinkedIn
    102. Scalable
    103. Human Interest
    104. Exploding Topics
    105. Society for Human Resource Management
    106. Earlypay
    107. Company Partners
    108. Society for Human Resource Management
    109. CommonPlaces
    110. International Monetary Fund
    111. Fundera
    112. WebFX

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