VistaPrint Reveals Insights for Small Businesses

October marks the start of Canadian Small Business Month and VistaPrint, the print and design partner to millions of small businesses, has released new research surveying 500 Canadian small business owners on holiday readiness, marketing plans and the cost pressures shaping their peak season.

The businesses with the most riding on the holidays are making the clearest bet on their Canadian identity, while still facing real pressure on costs and spending.

Key Findings:

Two-thirds (67 per cent) of businesses that earn 21 per cent or more of their annual revenue during the holidays plan to highlight their Canadian identity, compared to a third (33 per cent) of those that don’t rely on holiday sales at all
More than half (57 per cent) have already identified their holiday priorities, heading into the season with a plan in place
Attracting new customers is the top holiday priority (32 per cent)
More than half (51 per cent) name financial pressures, such as risings costs, lower consumer spending and tariffs, as their biggest obstacle
Just 22 per cent plan to use print and physical marketing such as signage, flyers and holiday cards, compared to 55 per cent focusing on digital

In an interview with Retail Insider, Dave DeSandre, Senior Vice President of North America at VistaPrint, discusses the data, including why the businesses most reliant on holiday sales are leaning hardest into their Canadian identity and how storefronts and hospitality operators can use signage, flyers and holiday cards to bring in new customers.

What does the research tell us about why small businesses that rely most heavily on holiday sales are placing greater emphasis on their Canadian identity this year?

Our research shows a clear link between how much a business relies on the holiday season and how strongly it leans into being Canadian. Nearly half (48 per cent) of small businesses are highlighting their Canadian identity in their holiday marketing this year. That rises to two-thirds (67 per cent) among businesses that generate more than 20 percent of their annual revenue during the holidays.

When holiday sales matter most, businesses look for ways to stand out, and right now being Canadian is a real point of difference. It’s authentic, customers connect with it, and it gives a local business a story that larger competitors can’t easily tell. It’s strongest in retail and hospitality (62 per cent), where the holidays carry the most weight.

This isn’t a passing moment, either. Among businesses already using Canadian identity in their marketing, nearly a third plan to lean in even more this year. For the businesses that need the holidays most, being Canadian has become part of how they compete.

With 51 per cent of small businesses identifying rising costs, lower consumer spending and tariffs as their biggest obstacles, how are these pressures changing their holiday marketing and spending decisions?

There’s no question small businesses are feeling the pressure this year. More than half (51 per cent) point to economic and financial pressure as their biggest obstacle heading into the holidays, with lower consumer spending and trade uncertainty adding to the strain.

What we’re seeing is they’re being more deliberate about how they spend. Rather than spreading their efforts thin, they’re putting their energy and investment where it matters most. 57 per cent have already identified their priorities for the season, and 42 per cent are focused on customer growth or marketing.

We’re also seeing businesses take a harder look at their marketing mix. That means taking stock of the digital tactics that work while adding physical marketing elements to their arsenal this year. The retail and hospitality industries are stand-out examples. These groups cite economic pressure as their top obstacle more than any other sector, yet they’re also the most engaged, with the highest use of both digital and print marketing.

Rising costs are shaping how small businesses plan, but not whether they show up. We think many of these small business owners are heading into the holidays focused on growth rather than caution.

Attracting new customers is the top holiday priority for 32 per cent of businesses. What marketing strategies do you believe small businesses should prioritize to reach new customers during the critical holiday shopping period?

According to our research, attracting new customers is the single biggest holiday priority for Canadian small businesses. The challenge is that during the holidays every business is competing for the same attention. The ones that win new customers give people a clear reason to choose them.

That starts with knowing what makes you different and saying it consistently. For many businesses this year, that’s their Canadian identity. From there, it’s about reaching customers in more than one place.

More than half (55 per cent) of small businesses use digital tactics, which are great for building awareness. But people also discover businesses in the real world: walking past a storefront, picking up a flyer at a local café, or finding something in their mailbox. A mix of digital and physical touchpoints, with the same look and message across all of them, makes a business easier to recognize and remember.

Finally, don’t stop at the first sale. A new holiday customer can become a relationship that lasts well into the new year. Make it easy for them to come back, whether that’s an offer for a return visit, a loyalty card or a simple thank-you note in the bag.

Only 22 per cent of businesses plan to use print and physical marketing, compared with 55 per cent focusing on digital. Are small businesses underestimating the potential impact of storefront signage, flyers, holiday cards and other physical marketing?

In many cases, yes. Digital plays an important role, but in a season when everyone’s feeds are crowded, print marketing cuts through in a way that’s hard to replicate online. Everyone who walks by sees a storefront sign, and a flyer or holiday card is something a customer can hold onto and remember you by.

Print use also rises with business size. It nearly doubles from 20 per cent among solo operators to 39 per cent among businesses with 30 to 99 employees. As businesses grow and have more room in their marketing mix, print becomes a crucial component of their marketing strategy.

Still, it’s not a tactic smaller businesses should discount. Print can be one of the most accessible ways to stand out, whether they’re marketing for the first time or adding a channel beyond digital. Standing out this season relies on making impactful choices with your marketing budget top of mind.

We’re excited to play a role and really help these owners find new ways to reach their customers and compete, especially over the holidays, with print marketing.

With 57 per cent of businesses already having identified their holiday priorities, what are the most important steps retailers and other small businesses should be taking now to prepare for the holiday season?

Having priorities in place is a strong start and the businesses with the most riding on the season are the ones getting their marketing ready earliest.

The first step is to decide what makes you different and make it visible everywhere. If you’re Canadian-owned or locally made, say so on your storefront, your packaging and your posts. Second, get your marketing ready before the rush, especially physical materials like packaging, flyers and holiday cards, which need lead time to design and produce. Third, connect your touchpoints so that a customer who sees your post, walks past your window and reaches your till gets the same message and the same experience. And fourth, plan for what comes after the season by building in simple ways to bring new customers back in January.

Despite the pressures, this is shaping up to be a season of momentum, not retreat.