For Xero we conducted a survey of 508 small business owners in selected industries across the U.S. from August 12 to 18, 2025. Our study found that while 72% of respondents say discounts have been the most effective tactic during past holiday shopping sales periods, nearly a third (34%) have never run any holiday promotions. As Black Friday draws near, small businesses face a number of challenges including; managing increased customer traffic (37%), executing effective marketing and advertising (35%), and maintaining inventory control (32%).
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Author Notes:
Logan Mine
