Small Businesses in Retail


Retail small businesses are big users of coupons, deals and loyalty programs. With consumers’ increasing use of mobile, how fast are retail small businesses adopting mobile advertising and tools to help drive in store and online sales? BIA/Kelsey’s report on retail small businesses includes services like beauty salons and barber shops as part of the analysis. Use this report, which includes analysis and the future opportunities in the retail space, to understand how this group of large advertising spenders use both digital and traditional media channels to grow their businesses. Advertising sales managers, through BIA/Kelsey’s profile of an average retail small business customer, can help their teams be successful in selling the right marketing services and tools. Digital agencies can understand what measures and customer communication tools are vital for retail small businesses. Franchisors will be able to understand where they should focus support for their retail franchisees, whether it be social media, digital or search. Anyone selling or focusing on marketing and advertising tools and services for retail can use this report to benchmark their company’s offer. BIA/Kelsey has also included in this report marketing tools that retail small businesses are interested in adopting.

Content Summary

Included in the report on retail small businesses is key data from BIA/Kelsey’s Local Commerce Monitor (LCM) survey of small businesses. BIA/Kelsey’s survey tracks more than 55+ different advertising products and services that roll up into these 10 top-level groups:

  • Online advertising (e.g., search, display ads, blogs)
  • Traditional advertising (e.g., direct mail, newspapers)
  • Print and online coupons
  • Broadcast advertising
  • Giveaway items
  • Video advertising (e.g., website videos, YouTube)
  • Mobile advertising (e.g., search, SMS, display)
  • Social advertising (e.g., Facebook, Twitter, Pinterest, Instagram, promoted tweet)
  • Print and digital directory advertising
  • Community sponsorships and advertising

Who Should Read This Report?

  • Executives in charge of marketing and/or product development targeted to retailers, especially small businesses
  • Senior leaders evaluating opportunities in the small business technology and services
  • Any executive with a role in selling digital or traditional media products, including coupons, deals and loyalty programs
  • Anyone focused on the trends and direction of retailers, including small businesses