Small-Business Owners Say Customers Are Trading Down and Hunting for Deals, Survey Finds

In a survey released Oct. 8, 36% of owners said customer spending fell over six months, against 29% who saw a rise, and 27% said customers are taking longer to decide. A separate NFIB reading shows poor sales rising as an owner problem for a third straight month.

Oct. 23, 2026 More small-business owners say their customers are spending less than say they are spending more, according to a survey released Oct. 8 by the Small Business & Entrepreneurship Council, a Washington, D.C.-based advocacy group.

In the council’s October Small Business Check Up Survey, 36% of owners reported that customer spending had decreased over the past six months. Twenty-nine percent reported an increase, and 31% said spending was about the same.

Thirty-four percent of owners said customers were choosing lower-priced products or services, 28% said customers were seeking discounts or promotions, and 27% said customers were taking longer to make purchasing decisions.

“The survey shows that consumers are still spending, but many are being more deliberate about what they buy, what they pay, and when they make a purchase.”

Karen Kerrigan, president and CEO, SBE Council, in the Oct. 8 release

Owners were more upbeat about their own firms: 81% said they are meeting or exceeding their financial expectations for 2026. Inflation was the top economic concern, cited by 39%. TechnoMetrica Marketplace Intelligence conducted the online survey Sept. 11 to 19 among 516 owners of firms with 2 to 99 employees.

A second survey shows poor sales rising

The National Federation of Independent Business said Oct. 13 that its Small Business Optimism Index fell 0.8 points in September to 97.9. The NFIB release does not describe customer shopping habits, but 11% of owners named poor sales as their single most important problem, up 1 point from August and the third consecutive monthly increase.