As the holidays creep closer, AT&T Business has taken a closer look at how people in the US plan to spend their money – and the results say a lot about where shoppers actually want to put their dollars.
Small shops still hold the holiday magic
According to the survey, most people in the US would happily keep all their holiday spending within small businesses if they had the option – 77% said they’d do their full shopping list there. And it’s not just about loyalty. Nearly three-quarters of adults (73%) believe small stores have better, more unique gifts in the first place.
The price factor is interesting too. When costs match up, 77% would choose a small business over a retailer like Amazon, which tells me people really value the experience. In-person browsing also plays a huge role: 72% say they get their gift ideas while walking through a physical shop, compared to just 28% who pull inspiration from social media.
AT&T Business 2025 Holiday Shopping Survey results. | Image by AT&T
The image from the survey breaks down even more insights – like the fact that 67% shop small because they want to support their local economy. Another stat that stands out: 65% of people say they’re more likely to call a small business when they have questions, while only 35% would pick up the phone for a large retailer.
But the part that caught my attention the most is how people search for gift ideas. Most US shoppers (58%) still lean on old-school online search tools, while only 9% say they’re likely to use AI to find holiday gifts. And that feels a bit ironic, especially when you see how aggressively big tech is trying to push AI-powered shopping on us.
Still, the AT&T report isn’t only about where we shop. A big part of it focuses on how small businesses can stay afloat and improve their operations during the holiday rush. And naturally, the carrier highlights some of its own tools here.
For example, AT&T Connected Retail – part of the broader AT&T Connected Spaces platform – lets small stores use data insights to turn their space into a smarter shopping environment. That can mean more conversions, fewer operational headaches, and a smoother experience for customers. And reliability matters too, which is why AT&T pushes advanced connectivity as another way small businesses can stay competitive.
AT&T leans toward business users a lot
AT&T has been putting plenty of energy into business-focused solutions for a while now. From launching new security solutions to integrating AI into its network to creating tech like Express Waves – a fiber solution built to boost performance for cloud, AI, and edge workloads – the carrier always seems to be targeting the business segment pretty aggressively.
Of course, the other two big carriers aren’t sitting out either. T-Mobile and Verizon also push into the business space every chance they get, usually with attractive offers or upgrades to keep those customers hooked.
What’s your top priority for mobile holiday shopping?
Finding unique tech gadgets.
0%
Saving money on devices.
0%
Shopping quickly and smoothly via apps.
0%
Supporting local small businesses.
0%
My take
To me, the big takeaway from this survey is how much the holiday shopping landscape is shifting for regular people. On one hand, most of us genuinely want to support small businesses and find gifts that feel personal.
On the other, big retailers – and even carriers like AT&T with their iPhone 17 deals – make it really tempting to go for whatever’s easiest on the wallet. But what I am mostly glad to see is that even with AI tools everywhere, most Americans still prefer classic online searching or getting ideas in-store.
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Tsveta, a passionate technology enthusiast and accomplished playwright, combines her love for mobile technologies and writing to explore and reveal the transformative power of tech. From being an early follower of PhoneArena to relying exclusively on her smartphone for photography, she embraces the immense capabilities of compact devices in our daily lives. With a Journalism degree and an explorative spirit, Tsveta not only provides expert insights into the world of gadgets and smartphones but also shares a unique perspective shaped by her diverse interests in travel, culture, and visual storytelling.
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