“Small businesses don’t win by outspending—they win by out-connecting,” Christine Telyan, co-founder of UENI, which has built over 750,000 small business websites worldwide, told Fortune in an interview. “Eighty percent of consumers want to shop local, yet most default to Amazon. To stand out, small businesses need to be visible where customers search, respond like a human, and make it easy to buy.”

Fortune has previously reported that retailers lock in holiday assortments months in advance, and 2025’s tariff volatility has forced last‑minute reorders, product cuts, and pricing shifts—conditions that especially strain small operators with thin margins and limited credit lines.

Still, Main Street entrepreneurs have shown remarkable agility in 2025—pivoting faster than big corporations when adopting new digital tools, experimenting with AI for marketing, and tailoring customer service to local tastes, Telyan says. That adaptability could be the difference between stagnation and success this holiday season.

5 steps small businesses can take right now

1. Launch (or refresh) your website. “Two out of three small business owners either don’t have a website or aren’t happy with the one they do have,” says Telyan. Her business aims to address the previous lack of resources for small businesses to build professional yet affordable websites. “At UENI, we’ve built a different path—launching fully functional, mobile-ready websites in under a week, for less than $100,” she says. “For small businesses, that combination of speed and affordability is the real competitive edge.”
2. Claim and update your Google Business Profile. “Almost half of Google searches are local, but too many small businesses leave their profile blank or outdated,” says Telyan. “That’s like leaving your shop window dark during peak season. A verified, well-maintained Google Business Profile is free, fast, and often the single biggest driver of holiday foot traffic.”
3. Collect and respond to reviews. “Eighty-seven percent of consumers won’t consider a business with a low rating,” she adds. “That’s why every happy customer should be prompted to leave a review immediately—before they walk out the door. Send them the direct Google Review link by text or email; it takes 1 minute and ensures it gets done. Those reviews—and your keyword-rich responses—don’t just build trust, they also boost your local search ranking.”
4. Use social media to spotlight offers. “Short-form video delivers the highest engagement everywhere—Instagram Reels alone get 22% more interaction than static posts,” Telyan notes. “For small businesses, that’s an edge: a 30-second demo, gift idea, or a behind-the-scenes holiday prep clip can do more to drive foot traffic than a polished ad campaign, especially when tied to local hashtags.”
5. Create a simple offer or promotion. “Discounts influence most holiday purchase decisions. For small businesses, simplicity wins—a clear offer like ‘buy one, gift one’ or a free consult lowers the barrier for first-time buyers and gives them a reason to pick you over a big-box store.

Tech investments

Nearly 60% of small retailers now view technology as their “most critical investment” for 2026 planning, according to the Small Business Technology Use Survey conducted by TechnoMetrica for SBE Council. But beyond the tools, it’s the mindset that matters most.

“Service-first tech—tools built to make the smallest businesses faster and more visible—is changing the game,” Telyan says. “The winners this season will be the ones who don’t wait until after Black Friday to act.”

Her checklist is simple: get online, get local, get reviewed, get social, and get visible. For America’s smallest businesses, that could be the blueprint not just to survive the holiday rush—but to thrive beyond it.