Because of President Trump, “Affordability” is now the “Word of the Year,” and it indeed is central to the 2025 holiday season. Our small businesses are perfectly positioned for Christmas. We lead with value, not just with discounts. As families and businesses watch their budgets more closely, we are all seeking places that allow us to celebrate without overspending. The Holiday Season is the moment for Small Business USA to show that “thoughtful” and “affordable” can be in the same sentence.
For small business owners, affordability begins with clear, honest communication. Instead of challenging the big-box stores with the lowest prices, it is time to highlight our exclusive products, services, and specialties and show our customers that “we do more with less.” Whether that means unique quality, local options, bundle deals, or services that save time and stress, we offer value and simplicity. Our specialty is offering the best for price-conscious shoppers.
Most importantly, affordability is about empathy. It is about people just like us. We know that customers are stretching every dollar, and we have to show we are there for them. We must do the right things. We can extend hours so the community can shop after work, offer small loyalty rewards, give away token gifts, or offer flexible payment options on pricier items. Remind everyone that when they choose to spend their limited holiday dollars with our local businesses, more of that money stays in the community, supporting local jobs and local families.
In this very special holiday season, the Small Business Knowledge Network encourages every small business to make our message about others. We indeed have exactly what customers are hoping to find. They have us. They have a community.
Leaders in the highest offices of our government can call affordability a scam. We counter to all who serve in office that the definition of affordability is what we can spend with what we have in our pockets. It is no scam. It is simple math.
Small businesses make this time of year very special.
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This blog, about small businesses, is from Jim Vogel, Small Business Ambassador, Cornelius, NC.
Chair, Lake Norman Small Business Network
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