How Small Businesses Can Win This Christmas Through Connection

"With Christmas fast approaching, small and medium-sized businesses across the U.K. are preparing for what could be a make-or-break trading period. Research from Iwoca shows that more than 2 in 5 (44%) small businesses expect to generate over a quarter of their annual revenue during the festive season. For those in retail, the stakes are even higher: 3 in 5 (60%) say Christmas is the most important time of the year."

"And while they can't match the marketing budgets of national chains, with advertisers estimated to spend £10.5 billion in the U.K. last year, small businesses do have a unique advantage: personalization. In a season dominated by mass advertising and generic promotions, it's the personal touch, warmth, familiarity and authenticity that help small businesses stand out. Personalization cuts through the noise in ways that advertising simply can't."

"Small businesses possess something the biggest retailers can't replicate: real relationships. They know their customers by name, remember what they like and care about why they shop. That human connection builds trust, earns loyalty and drives sales. A personalized note in an order, a thoughtful gift recommendation or festive packaging that feels made just for the recipient can transform a simple transaction into an emotional experience."

Small and medium-sized U.K. businesses face a critical Christmas trading period, with 44% expecting over a quarter of annual revenue and 60% of retailers calling Christmas their most important time. Large national advertisers spent about £10.5 billion in the U.K. last year, creating a noisy, mass-advertising environment. Small businesses can leverage personalization—warmth, familiarity and authenticity—to stand out where large budgets cannot compete. Personal connections, knowing customers by name and remembering preferences, build trust, loyalty and drive sales. Tangible personalized actions—notes, tailored gift recommendations, festive packaging—can turn transactions into emotional experiences. Personalization requires planning and cannot be implemented overnight in December.

Read at Forbes