5 trends that will define small-business marketing in 2026

December 30, 2025

Craftsman working on a chair. Image credit: Gorodenkoff, Shutterstock

As we close out 2025, one message from small businesses is clear: marketing has never been more competitive, more dynamic or more essential to growth.

The latest findings from Constant Contact’s latest Small Business Now report, along with new data from a December 2025 follow-up study, reveal not only how much the marketing landscape has shifted this year, but where small businesses are headed next.

Below are five trends I believe will define small business marketing success in 2026, grounded in fresh data and shaped by the behaviors we’re seeing across millions of customers and consumers worldwide.

Email wins the attention war

Consumers are spending less intentional time on social media and growing more skeptical of SMS promotions, with many increasingly viewing marketing texts as spam.

Meanwhile, email remains one of the few digital spaces with which customers actively choose to engage.

As brands face more noise across emerging channels, the inbox becomes the place where attention is earned — not borrowed.

While only 41 percent of small business owners expect email to be their most impactful channel in 2026 — compared to 58 percent who cite social media ads and posts — our data consistently shows that email delivers the most reliable and sustained customer engagement.

The difference-maker is execution. Customers are savvy, and the businesses that earn opens and clicks will be those that use personalization and automation to deliver the right message at the right moment.

Social media becomes the ‘fast lane’ of digital marketing

Small businesses aren’t just using social media — they’re reinventing how they use it.

In the United States, one in three small business owners plan to launch entirely new social campaigns in 2026 rather than simply extending existing ones, underscoring the need for speed, experimentation and constant adaptation.

Social media remains the fastest-moving channel in digital marketing, and agility will be non-negotiable in the year ahead.

Businesses that treat social as a live, evolving performance space — rather than a static publishing channel — will outpace their competitors.

This shift is driving adoption of tools that help small teams move faster.

Smita Wadhawan is chief marketing officer of Constant Contact

Deals become the deciding factor

Consumers continue to feel the effects of rising costs, and their purchasing behavior reflects it.

Seventy percent of holiday shoppers told us they actively seek deals and discounts, and small businesses are responding.

Among SMBs that run promotions, 51 percent say discounts are their most effective revenue driver during the holidays.

With inflation pressures cited by 41 percent of small business owners as a top concern for 2026 — and 19 percent pointing to weaker consumer spending — value becomes the ultimate differentiator. But discounts alone aren’t enough. The effectiveness of a promotion is measured by the revenue it drives.

In 2026, integrated reporting that connects promotions to sales and customer behavior will be essential for small businesses looking to optimize ROI. Promotions won’t just support conversion — they’ll increasingly determine it.

The next big win comes from existing customers

One of the most encouraging signals from 2025 is the strength of customer loyalty.

Seventy-two percent of customers return to the same small businesses each holiday season, and 88 percent say they’re likely to become repeat buyers after a positive holiday experience.

In 2026, retention becomes small businesses’ most predictable growth engine.

Strong customer relationships, smarter segmentation, meaningful personalization and consistent communication will deliver more reliable returns than acquisition alone.

For small businesses operating with limited time and resources, nurturing existing customers isn’t just more cost-effective — it’s more sustainable.

AI moves from buzzword to business backbone

While more than half of consumers remain hesitant to use AI directly for holiday shopping, small businesses are increasingly adopting AI behind the scenes — where it delivers the most impact.

AI is becoming the autopilot system for small business marketing: an invisible, always-on force that helps manage complexity, save time, and optimize decision-making.

One-third of small business owners are already using AI, and another 27 percent plan to adopt it in 2026. They’re using AI to analyze data trends (45 percent), create campaigns and content (44 percent) and develop visual assets (40 percent).

In 2026, AI won’t be a novelty — it will be a foundational capability.

Looking ahead

2026 won’t reward businesses that simply do more — it will reward those that focus on what matters most.

For small businesses, that means leaning into trusted channels, communicating with purpose, delivering clear value and using technology to automate complexity while deepening customer relationships.

If 2025 was the year of rapid change, 2026 will be the year small businesses turn change into advantage.

Methodology: Constant Contact’s December 2025 survey reached 500 small businesses in each of the U.S., U.K., Canada, and Australia/New Zealand, all with fewer than 100 employees.

Smita Wadhawan is chief marketing officer of Constant Contact, an all-in-one digital marketing service provider.

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5 trends that will define small-business marketing in 2026

5 trends that will define small-business marketing in 2026

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