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Marion, Iowa © Tasha Sams
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Last year, the Main Street America Research team launched the Fall 2023 Small Business Survey. Beginning in early November, we sought out the perspectives and insights of small business owners across the U.S. We heard from 651 respondents, including 547 business owners in 35 states and the District of Columbia. We want to offer thanks to everyone for spreading the word about this survey, and we want to give a special shout out to Main Street staff and small business owners in North Carolina, Missouri, Wisconsin, Arkansas, and Georgia, where we had the highest counts of completed surveys.
We are excited to share the results of the survey, including persistent small business confidence, the importance of place and relationships, facts about who owns small businesses on Main Streets, and ways that the Main Street Movement can support small business owners.
Despite headlines about the possibility of a looming recession, we were happy to see that small business owners in Main Street communities continue to have a high degree of confidence in the future success of their businesses. Consistent with our Fall 2022 and Spring 2023 surveys, we asked the question, “As you think about the next three months, how confident are you that your business will perform successfully?”
The results in the current survey matched those from Spring 2023, which were an improvement on those from Fall 2022. The average confidence level was reported as a 7.7 on a ten-point scale, where ten equals extreme confidence. As with the last survey, 61 percent of respondents reported a confidence of 8 out of 10 or higher. For comparison, the Fall 2022 survey results showed an average confidence score of 7.6, and 59 percent indicated a confidence of 8 out of 10 at that time.
We believe that Main Streets are at their most potent and economically vital when business ideas come from the local community. In our August 2020 small business survey, we learned that 71 percent of local businesses were started by individuals residing in the communities where the business is located.
In the Fall 2023 survey, we wanted to revisit that question and learn more about the roots of entrepreneurs and the places they launch businesses. The new survey results indicate that more than 80 percent of small business owners live in the communities where their businesses are located, and that only 15 percent of respondents indicated that they live somewhere away from the place the business is located.
Other interesting findings related to place include:
These findings suggest that a sense of community plays an important role in where people start businesses. People like to open businesses in places where they have roots, history, and a network of support.
We were curious to better understand the degree to which relationships with other local business owners and organizations are a factor to small business’s success. Nearly two thirds of all small business owner respondents said relationships with other business owners were either extremely important (32%) or very important (32%) to their business's success.
Meanwhile, more than half of respondents indicated that relationships with Main Street organizations, chambers of commerce, and other business-serving organizations were either extremely important (26%) or very important (28%) to their business's success.
These findings further illustrate the importance of communities of support for small business owners. We note an opportunity for growth in the findings as well: 7 percent of respondents said they don’t currently have a relationship with a Main Street program, a chamber, or a business-serving organization, but that they would like to.
Other findings that focus on the statuses and backstories of the business include:
In Main Street America’s surveys, we consistently ask respondents about their race, ethnicity, age, gender, and other identifying characteristics, which allows us to attribute and interpret data in meaningful ways. We strive to hear from respondents who represent the diversity of their locale as well as the broader population, which helps us demonstrate the validity of our findings and supports our aim to engage communities in their entirety. The chart to the right shows where rates of business owner respondents to this survey align or diverge from national small business ownership statistics and from U.S. population characteristics.
Small business owner respondents to this survey are roughly representative of small business owners across the U.S. (within a few percentage points), in the proportions of older people, veterans, people with disabilities, and LGBTQIA+ populations. Compared to U.S. small business ownership rates, we see higher proportions of Main Street small business owner respondents who are age 35-64, women, and White. In contrast, compared to U.S. small business owners as a whole, we see fewer Main Street small business owner respondents who are age 18-35, Hispanic or Latino, Black or African American, Asian, or born outside the U.S. The disparities of respondents who are Asian or born outside the U.S. are especially pronounced.
We heard from small business owners that Main Street organizations help them in a variety of ways. More than a third of respondents indicated that the Main Street network:
Provides helpful opportunities to connect with other local business owners (42%)There is another clear opportunity for growth in these findings: 22 percent of respondents said they didn’t know what the Main Street network is or had no association with Main Street.
We also asked what single type of support small business owners would like to receive from the Main Street network in the future. 31 percent indicated they would like insights on best practices or new solutions for small businesses. One quarter of all respondents indicated they would like support with advocacy for changes to public policy related to small business challenges, and 15 percent indicated they’d like insights on best practices or new solutions to community challenges that are impacting businesses, such as housing, workforce development, childcare, and homelessness.
Our Fall 2023 small business survey clearly highlights some of the strengths of Main Street communities and the Main Street Approach: The confidence of entrepreneurs who know their communities well because they live there, and the liveliness, vitality, and organizational robustness that foster a collective sense of districts’ progress and purpose.
But there are, too, clear areas where the Main Street Movement can grow and improve. Some business owners expressed a sense of disconnection with their local Main Street program that could be remedied with greater attention and relationship building. At least in this survey, we heard from very few Asian business owners and business owners who were born outside of the United States. We need to better understand whether this is a challenge of outreach, representation in Main Streets, or both. Finally, we hear calls for new resources focused on best practices and new solutions for small businesses, advocacy for changes to public policies to support small businesses, and assistance identifying solutions and best practices related to community concerns around homelessness, childcare, and housing. We will give these calls careful attention in the years ahead and encourage local Main Street leaders to consider incorporating these findings into their work plans for 2024 and beyond.
Community Heart & Soul, a Main Street America Allied Member, is this quarter's Main Spotlight advertiser. For more information about the products and services they provide to Main Street organizations, click here >
Urban Impact Inc., harnesses strategic investments and collaborative efforts to foster a vibrant and sustainable future, from visionary adaptive reuse ventures to transformative development grants for small businesses and property owners in Birmingham, Alabama's historic 4th Avenue Black Business District.
In the last episode of season two of Main Street Business Insights, tune in as host Matt Wagner breaks down how to understand and synthesize local market data.
Sterling Main Street launched a brick and mortar retail incubator spaces. Executive Director Janna Groharing shares lessons they learned about organization, fundraising, and outreach.
In this episode of Main Street Business Insights, Matt sits down with Glen Ellis, owner of Sycamore Education, Dominion Catalyst Services, and Milady Coffeehouse in Fremont, Nebraska.
In this episode of Main Street Business Insights, Matt sits down with Jaime Courtney, President of Shoalwater Seafood, Derek King, Oyster Farm Director of Shoalwater Seafood, and Shane Thomas, Tribal Council Vice Chair of the Shoalwater Bay Indian Tribe.
Sarah Cole, owner of Abadir’s in Greensboro, Ala., was a 2023 Backing Small Businesses grantee. Abadir’s is a pop-up eatery specializing in seasonal and wholesome baked goods influenced by Egyptian traditions and flavors combined with inspiration from true Southern cuisine.
In this episode of the Main Street Business Insights podcast, Matt sits down with Casey Woods, Executive Director of Emporia Main Street in Emporia, Kansas.
In this episode of Main Street Business Insights, Matt sits down with Nicole Fleetwood and McKinzie Hodges, co-owners of Scratch Made Bakery in Amarillo, Texas.
Tylisya Gober, owner of Barbie Behavior Boutique in Oak Park, Mich., was a 2023 Backing Small Businesses grantee. Barbie Behavior is a women’s clothing boutique specializing in celebrity-inspired attire.
Tiffany Fixter, owner of Brewability in Englewood, Colorado, was a 2023 Backing Small Businesses grantee. Brewability is an inclusive brewery and pizzeria that employs adults with disabilities to brew craft beer.
We’re excited to announce that Main Street America will continue to offer virtual and on-demand small business training in 2024 through an evolved program, the Small Biz Digital Trainers program.
In this episode of Main Street Business Insights, Matt sits down with Tiffany Fixter, owner of Brewability, an inclusive craft brewery and pizzeria that employs adults with disabilities based in Englewood,
In this episode of Main Street Business Insights, Matt sits down with Jennifer Jones, co-owner of Good Times Coal Fired Pizza and Pub in Big Stone Gap, Virginia.
In this episode of Main Street Business Insights, Matt sits down with Bobby Boone, founder and Chief Strategist of &Access. Based in New Orleans, La., &Access creates data-driven and design-centric retail real estate solutions for historically excluded entrepreneurs and under-invested neighborhoods.
New Orleans, Louisiana © Bobby Boone
Tasha Sams, Manager of Education Programs, shares highlights of phase one of the Equitable Entrepreneurial Ecosystems (E3) in Rural Main Streets Program and the biggest takeaways from the workshop experiences.
In this video, learn more about the Williams’ family story, how the business is helping to revive downtown Helena, and the impact they’re having on a national level.
In this episode of Main Street Business Insights, Matt sits down with Janet Hurn, co-founder of Future Ready Consulting in Cincinnati, Ohio.
Cincinnati, Ohio © Janet Hurn
In this episode of Main Street Business Insights, Matt sits down with Derrick Braziel, owner of Pata Roja Taqueria and co-founder of MORTAR, in Cincinnati, Ohio.
Matt Wagner, Ph.D., shares his predictions for the trends impacting small businesses in 2024.
Chief Program Officer Matt Wagner, Ph.D., shares his predictions for the trends impacting small businesses in 2024.
A podcast featuring some of the best advice we heard from entrepreneurs and community leaders across the country.
Learn how local entrepreneurs have leveraged the power of a Main Street community to establish, maintain, and grow their ventures.
Learn how this organization is uplifting business owners and preventing displacement.
Charlotte, NC © Pixabay
Small Business Saturday is an important opportunity to show your support for local businesses. We asked business owners across the network what your support means to them.
Laramie, WY © Laramie Main Street Alliance
Meet the latest recipients of the Backing Small Businesses Program from American Express!
Matt sits down with Jamie and Jerry Baker, co-owners and founders of Trendy Teachers, a teaching boutique and educational toy store located in downtown Rome, Georgia.
This holiday season, rally your communities around the small businesses that help make your downtown thrive.
Small Business Saturday is Nov. 25! Check out these five strategies to celebrate shopping small.
Middlesboro Main Street in Middlesboro, Ky., Puerto Rican Cultural Center in Chicago, Ill., and Sugar Creek Business Association in Charlotte, N.C., have each been awarded $100,000 through The Hartford Small Business Accelerator Grant Program in partnership with Main Street America.
Matt sat down with Anette Soto Landeros, co-owner of Casa Azul Coffee and President and CEO of the Fort Worth Hispanic Chamber of Commerce in Fort Worth, Texas.
Matt Wagner sat down with Danny Reynolds, president and owner of Stephenson's, an independently owned high-end fashion retailer in downtown Elkhart, Indiana.
Matt Wagner sat down with Harvey Williams, Co-Founder and CEO of Delta Dirt Distillery in Helena, Arkansas.
Learn how the Little Santo Domingo neighborhood of Miami is working with the Truist Foundation to strengthen pathways to small business ownership.
© Allapattah CDC
Get ready to support your small business owners and encourage people to shop small this November!
Matt Wagner sat down with the CEO of Keith McDonald Plumbing in Milledgeville, Ga., Lindsay Goodson McDonald.
Learn how the South Carolina Coordinator Program is uplifting small businesses across the state with their dedicated e-commerce platform.
© Main Street South Carolina
Matt Wagner sat down with The Barbershop Conversation podcast team, co-hosts Kenneth Bentley and Davion Hampton along with executive producer Emory Green Jr., in Goldsboro, Florida.
From a cat cafe to a computer repair shop and museum, check out these innovative small businesses from across the Main Street network.
© Historic Valley Junction
This three-week live, online course will prepare local leaders to more effectively work with small business owners in their districts and create an environment that is supportive of entrepreneurship.
© Notice Pictures
Main Street America has a podcast! Tune into Main Street Business Insights to hear from small business leaders across the country.
Meet the 2023 recipients for the Backing Small Businesses grant program, presented by American Express, to provide financial support to small business owners to address critical needs and make a positive impact in their local communities.
In partnership with Grow with Google, our digital coaches will work with businesses in their home states, with a focus on those that operate in small towns and rural communities.
Congratulations to these innovative Shop Small events from across the Main Street network.
Stockbridge, GA © Stockbridge Main Street
Spencer Main Street's Main Street Micro Grants is injecting key funding into their small business ecosystem.
Spencer, IA © Spencer Main Street
Check out a deep dive into the results of our Spring 2023 Small Business Survey, plus insights to help inform the work of local leaders supporting entrepreneurs on Main Street.
Meet the communities who have been chosen to receive entrepreneurial support from Main Street America and the Kauffman Foundation.
We spoke to Debbie Ho, Executive Director at Chinatown Main Street, to learn about the history of women in Boston Chinatown.
Boston, MA © Kyle Klein
From program budgets to big achievements, here's the latest data on the Main Street Movement in 2023.
Franklin, TN © Brandon Jean
Learn how Downtown Inc and York County Economic Alliance are supporting marginalized small business owners in their community
York, PA © Sully Pinos
Meet Backing Small Businesses grantees Kim and Chris Casteel of Anew Life Prosthetics and Orthotics based in Detroit, Michigan.
Short stories about small business owners from Evart, Michigan.
Evart, MI © Storyville
Matt Wagner looks back at his small business predictions for 2022 and shares predictions for 2023.
Learn about the City of Boston’s efforts to invest in economic equity.
Learn how this West Virginia community redirected façade improvement funds to revive local commercial kitchens.
Matt Wagner wrote an article for the OECD blog on how can small business owners can combine digital tools with the power of place to find sustainable success.
Inspired by a session at the 2022 Main Street Now Conference, Main Street Ottumwa has launched the Business Builder Academy, an entrepreneurship course to help aspiring business owners start their ventures.
Ottumwa, IA © Main Street Ottumwa
Whether you are a seasoned American Express Small Business Saturday Neighborhood Champion or an entrepreneur joining this national movement for the first time, we’ve gathered a roundup of resources to support your “shop local” marketing efforts.
We spoke to three women who were awarded Inclusive Backing grants to learn more about their passions, their businesses, and their advice for other women.
Wixom, MI © Carissa Serylo
From social media scavenger hunts to downtown passports, the Main Street network has used countless innovative ways to encourage their communities to Shop Small®—and had plenty of fun doing it.
Oceanside, CA © Road West Photography
Main Street Franklin is leading the way in showing how women business owners can be a powerful force for change in their communities.
#EquityRising, Old Algiers Main Street Corporation's new job training program, seeks to combat rising cost of living by helping residents train for careers that will allow them to stay in their neighborhood.
Learn how the Small Business Census pilot project explored the demographics of the small businesses that call Main Street districts home.
Colville, WA © Colville Together
We spoke to three Black business owners who were awarded Backing Small Businesses grants from Main Street America and American Express to better understand their challenges, successes, and the kinds of support that have helped them the most.
Camden, AR © Kimberly Moore Davis
Main Street leaders and local development practitioners from around the world participated in this exciting webinar hosted by the OECD.
Learn how Silver City MainStreet is using Story Hours to connect local business owners with the community.
Silver City, NM © Silver City MainStreet
Main Street Skowhegan opened their new Skowhegan Center for Entrepreneurship, a downtown space for co-working, meeting, entrepreneurial support, trainings, and education.
Skowhegan, ME © Kristina Cannon
Main Street America is proud to support the Revitalizing Small and Local Businesses Act
Main Street America's research team shares the results of the 2022 Small Business Survey.
© JENNIFER E. WOLF
Learn about Show of Hands, an entrepreneurial program in multiple Main Street communities.
Wheeling, WV © Wheeling Heritage
Chief Program Officer Matt Wagner, Ph.D., shares his predictions for the trends affecting small businesses in 2022.
Is your Main Street ready for the biggest small business shopping day of the year?
Main Street Charles City organizes their annual 'WonderFall' event, a business decorating contest designed to have some fun with the autumnal season as well as provide a reminder of the importance of curb appeal in attracting the public’s attention.
Charles City, IA © Mark Wicks
Leverage NC, a partnership between North Carolina Main Street and the North Carolina League of Municipalities, hosted a four-part webinar series titled Better Community Planning & Economic Development led by Ed McMahon, Chair Emeritus of Main Street America and a leading national authority on land use policy and economic development.
Main Street Arkansas has brewed a new engaging way for tourists and residents alike to explore local Arkansas commercial districts: the Main Street Arkansas Coffee Trail.
Little Rock, AR © Main Street Arkansas
Matt Wagner explores how Main Streets can navigate workforce concerns in the post-pandemic economy.
We spoke with two Black entrepreneurs in UrbanMain commercial districts: L. May Creations in the Austin neighborhood of Chicago and The Four Way in south Memphis, Tennessee.
Memphis, TN © Four Way
Heart of Biddeford shares the strategies they developed to support Black-owned businesses in their community.
Biddeford, ME © Heart of Biddeford
We heard from organizations across the nation about the incredible impact their markets have had on community engagement, entrepreneur and small business support, and keeping their district vibrant.
The global pandemic gave us all a glimpse of a further dispersed future – a time when you don’t sit in a classroom at school, watch movies in a theater, or even go to the grocery store. Where do Main Streets fit in that model?
Appealing to mobility-challenged shoppers yields benefits beyond the store.
Being the only person in the know can be fun, exhilarating even. Except when you are the one person out of 600+ in a room and you know bad news is coming.
Fritz the dog has made his way into the hearts of the residents of LaBelle, Florida, and helped our Main Street Community find a way to make what we do more noticeable.
Altavista On Track, the local Main Street organization, is working to cultivate and sustain local entrepreneurs with an educational business launch competition, Pop-Up Altavista 2.0.
In Winchester, Virginia, one woman’s vision and commitment to downtown’s revitalization created an innovative community space for the Creative Class.
A business retention and expansion plan, properly implemented, not only helps keep businesses open but possibly even helps them expand.
The first rule of conducting business is “make it simple.” The easier it is to pay for merchandise, get entertainment or obtain a service, the more likely it is that people will take advantage of those options.
Main Street communities across the country are no stranger to seeking creative strategies to solve their most nagging issues – vacant buildings, marketing downtown, bolstering retail to name a few.
To understand the role that immigrant business owners play in Boston’s small business ecosystem, you need only to walk through any Boston Main Streets district.
Façade appearance is a critical aspect of the overall aesthetic appeal and unique character of downtown.
A lot of signs are necessary to make a downtown work well, but not every community knows what a good sign system looks like, or how instrumental it can be to the creation of a successful downtown.
Main Street Iowa, a program of the Iowa Economic Development Authority’s Iowa Downtown Resource Center, created a one-of-a-kind three-year program to provide help for performance venues located in Main Street districts.
