A new report by Constant Contact found that to stay visible while managing the daily hustle of running a business, small and medium-sized businesses are fundamentally rewriting their job descriptions to embrace the role of “creator” — and leaning on AI to get it all done.
Its Small Business Now report, a global study of over 5,000 small business owners and consumers, reveals that small business owners are stepping into a new role: the creator.
Their content has a job: to bring in customers, to drive sales and to keep the customers coming back who already love them.
While social media has emerged as the primary “front door” for discovery, AI and automation have become essential efficiency tools that allow owners to scale their efforts to be seen without burning out. In fact, 40% of SMBs are now strategically pivoting to these technologies to manage their marketing workload instead of simply spending more, said the report.
In an interview with Retail Insider, Frank Vella, CEO of Constant Contact, talks about the trend.
Question: Your report found that 49% of consumers have cut back on shopping at small businesses because of inflation. What are the biggest factors driving that change, and are there any signs that consumer behavior is beginning to recover?
Answer: Our research shows consumers haven’t lost interest in shopping small: they’re just being more intentional about it. In fact, consumer preference for shopping at small businesses has nearly tripled compared to last year. People still want to support local businesses, but they need compelling reasons to do so. Businesses that stay visible, build authentic relationships both on and offline, and clearly communicate their value are much more likely to win those customers even in a price-conscious environment.
Q: Social media is now the top way consumers discover new small businesses. Which platforms are delivering the strongest results, and how should retailers adjust their marketing strategies?
A: One platform hasn’t won—consumers expect to discover businesses where they spend the most time online, which is through social content.
For retailers, that means thinking less like advertisers and more like publishers. Show your personality, educate your audience, share customer stories, and create content consistently. People want to see authentic stories, products in action, behind-the-scenes content, and recommendations they can trust. AI can also help streamline content creation, making it easier for even the smallest teams to maintain a strong presence.
Q: Were there any findings in the report that surprised you or challenged conventional assumptions about how consumers are supporting small businesses today?
A: Our research found that 73% of small business owners now see themselves as creators, and that’s a meaningful shift. The businesses seeing the strongest results aren’t just promoting products. They’re consistently creating engaging content that builds relationships with customers.
We were also struck by how rapidly AI adoption has accelerated. In the U.S., AI usage among small businesses has reached 87%, which reflects how accessible these tools have become. Small businesses are using AI to save time, create better marketing content, and engage customers more consistently. Not to replace the human element, but to amplify it.
Perhaps most encouraging is that consumers still genuinely want to support small businesses. Success today isn’t just about offering the lowest price. It’s about staying visible, building trust, and creating meaningful connections.
Q: How are successful small retailers balancing the pressure of higher costs with consumers’ increased price sensitivity without undermining their brands?
A: The most successful retailers aren’t competing solely on price. They’re competing on value, experience, and relationships.
Instead of constant discounting, they’re investing in stronger customer engagement through email marketing, social media, loyalty programs, and personalized communications. They’re using AI to work more efficiently so they can spend more time serving customers and creating better experiences.
Consumers understand that small businesses face different challenges than large retailers. They’re often willing to pay a little more when they feel connected to a business and understand the value they’re receiving. Building that trust is just as important as pricing strategy.
Q: Based on the report’s findings, what are the three most important actions small retailers should take over the next 12 months to attract and retain customers?
A: First, embrace the creator mindset. Consumers are increasingly discovering businesses through content, so retailers should consistently show up through email and social media with authentic, engaging content that reflects their brand and values.
Second, use AI to work smarter. Automate emails, create the perfect subject line and schedule emails to land at the best time for their customers. The blank screen problem isn’t as much of a problem anymore, when you can connect your Canva account or ChatGPT to Constant Contact.
Finally, invest in customer relationships. In today’s environment, the businesses that stay connected to their customers will be the ones that continue to grow, even when economic conditions remain uncertain.
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