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North West to direct almost a quarter of its festive spend to region’s small biz
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North West households typically spending £911 on Christmas – above UK average, with 35% spending more this year
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Food, gifts, alcohol, nights out and clothing top the region’s top spending plans
25 November 2025: Local small businesses across the North West of England are gearing up to take their share of a much-needed Christmas boost, as new data predicts the UK could spend £5.3 billion with small firms over the festive period, delivering critical end-of-year gains for this vital segment of the economy.
The new data from the Small Business Saturday campaign also found Brits could spend over £23 billion in total across the UK this festive season, representing a nominal 16% year-on-year spending rise.
On average, one fifth of the nation’s seasonal spending pot could go to small businesses this year – equating to £5.3 billion and representing an estimated 19% nominal uplift on the projected spend recorded in 2024.
And this trend is reflected across the North West of England, with local households expected to show their love for small businesses, as just under a quarter (23%) of planned festive budgets are tipped to be spent with small businesses this year.
In a wider positive sign for the region’s economy, households will typically spend £911 on Christmas, compared to the national average of £824, making the North West one of the highest contributors to the UK’s seasonal economic boost outside of London.
The research also showed that 35% of the region believe they will spend more on celebrations this year, with the top areas of spending including food (82%), gifts (73%), alcohol (60%), nights out (52%) and clothing (48%), all sitting above the national average spend.
As the Small Business Saturday campaign kicks off, organisers are issuing their annual call for the nation to support and spend with small businesses on 6 December and throughout the crucial ‘peak’ trading season, which is essential for sustaining many small businesses throughout the year.
Michelle Ovens CBE, director of Small Business Saturday UK says:
“It is promising to see positive economic signs ahead of this year’s critical festive season. This bigger seasonal spending pot offers an incredible opportunity to boost the amazing small businesses across the North West of England and the wider UK,”
“Despite ongoing challenges, small businesses have experienced a period of relative stability this year. Public support can make all the difference in helping them finally turn a corner as the year ends – especially with Black Friday and Cyber Monday on the horizon, as small firms can really struggle to keep up with deep discounting events. It is vital the nation gets behind our favourite small businesses so we can unleash their power in supercharging the economy next year and delivering immeasurable wider value across society and our local communities.”
Encouragingly public support for small businesses continues to stay strong, with four in five people (84%) thinking it is important to support small businesses and 95% believing they add value to the local economy.
This comes as the number of small businesses rose to 5.6 million for the first time since 2020, after a series of falls in the UK’s small business population since the pandemic.
Rachel Hart-Philips, founder of Love Loss Discoballs, based in Liverpool, said:
“The festive season is the perfect time for highlighting the importance of connection, and small businesses play a special role in bringing people together. At LoveLossDiscoballs, we see how sending cards and thoughtful messages can help people feel seen and supported, especially at a time that can be lonely for some. Supporting small businesses isn’t just about shopping locally – it’s about keeping community spirit alive and helping people feel care and kindness in meaningful ways.”
Bala Croman, Founder, The Chocolate Cellar, from The Wirral, said:
“This time of year is absolutely magical for us as a small business. We’re out and about at festive markets where the community come together and are able to experience the joy of being surrounded by a collaboration of small local independents who add their own personalities to the events making each market unique and special.”
Small Business Saturday came to the UK in 2013 and is backed by principal supporter, American Express, which founded the campaign in the US in 2010. Over the time it has been running in the UK, the campaign has seen a growth in public support for small businesses with billions of pounds spent with small firms on Small Business Saturday.
Last year over 10 million Brits shopped small on Small Business Saturday, according to American Express, with a collective £634m spent on the day itself in-store and online in 2024, and average spend per person on the day rising to a level not seen since 2020.
On Small Business Saturday customers across the UK go out and support all types of small businesses, both online and in bricks-and-mortar stores; from independent shops and restaurants to small service and b2b based businesses like accountants, plumbers and digital marketeers. Many small businesses get involved in the campaign by hosting events, offering promotions, and collaborating with other local businesses.
Dan Edelman, General Manager, UK Merchant Services at American Express, said:
“It’s positive to see the attraction of spending with small businesses remains strong among the public, especially with the festive season fast approaching. American Express is proud of its long-standing support of Small Business Saturday, a vital campaign encouraging the nation to shop small, whatever their budget.”
As well as encouraging the public to make a conscious effort to spend with small firms across the festive season and beyond, campaign organisers also suggest supporting favourite independents in other ways, such as leaving positive reviews or spreading the word amongst friends and family.
To learn more about Small Business Saturday visit – https://smallbusinesssaturdayuk.com
