Each year around this time, it’s the same refrain: Content marketers start talking about how businesses wanting to supercharge their success should focus on their customers, build good relationships, and keep their head above water. 

For 2025, however, we’re seeing evidence of a few new trends afoot: Digital giants, such as Google and Meta, are paving the way for more personalization and authenticity, which means big things for how we market products. AI, of course, is a big part of this emerging puzzle.

As the Simply Business Content Marketing Manager, I’ve been deep in planning mode and can attest to how these trends are taking shape for us. We’ve also cast a wide net to suss out big industry shifts we think may be in store for all types of small businesses. Here are a few trends that could help your business succeed and grow in 2025.

The Top-6 Trends Small Business Owners Can Count on in 2025

The Customer Makes a Comeback: Trends for the Customer-Focused

1. Hyper-personalization is here.

What does this mean? Customers are starting to expect personalized experiences tailored to their individual needs and preferences.¹

How can you accomplish this? If you can get your hands on it, use data analytics to understand your customer base better. Implement AI-powered tools for personalized recommendations, targeted marketing campaigns, and customized product offerings.

According to Forbes, 2025 is going to be a big year for personalization for small businesses that operate online, out of brick-and-mortar spaces, and the many that do both. This isn’t just making sure that you have a few products for a wide variety of people or saying hello to shoppers visiting your location. They’re talking about a hyperpersonal experience from start to finish — primarily anywhere you might be operating online. 

Why? Because these days, consumers have a lot of decisions to make on a single brand’s website, and it’s important that small businesses curate an omnichannel experience. Forbes loosely defines this as making sure that every consumer touchpoint is easy to access and totally vetted by the proprietor, from the moment the person walks through the door — in person OR online — to when they check out. 

Essentially, “The customer is always right” is making a major comeback, but instead of them having to ask for what they want, a top trend for 2025 is doing everything we can to anticipate their wants and needs so they never have to ask about it in the first place. 

2. Customers want sustainable options. 

What does this mean? Consumers are prioritizing eco-conscious businesses.²

How can you accomplish this? Incorporate sustainable options across your process.

2024 has been a banner year for sustainability in the media, but is it actually penetrating our social norms? According to PwC, the answer is a resounding ”Yes.” Their market data is showing a massive spike in consumers willingly spending up to 9.7% more for sustainable options. 

Are your products and services eco-friendly? If not, 2025 might be the best year to give going green a shot. We’ve put together a few ideas for you to consider if you’re hoping to capitalize on this trend, including going paperless, packaging alternatives, and more.

Digital Marketing Is Making Moves

3. Social commerce is the new normal.

What does this mean? Selling on social media is a growing channel for small businesses.³

How can you accomplish this? Start small, but definitely start. 

As a digital marketer myself, I’ve watched a number of trends in this space come and go. I mentioned above that Google is a key player in this industry, and search algorithm updates can (and do) have an enormous impact on small business profit margins. Ignoring it, however, is no longer an option.

In 2025, building an online presence will be paramount to small business success. Whether you aim for SEO-optimized blog content to bring people to your site or you enter the social media fray, operating part of your business — no matter what your business might be — online is going to be a massive trend you don’t want to miss out on. 

I linked it above already, but it bears saying twice that our team put together a quick guide for small business owners to enter this arena here. Whatever your plans are, try to make at least one of these online elements part of them in 2025.

4. People are looking for experiences.

What does this mean? Experiential marketing is all about providing customers with a different way to learn about your product before they buy.⁴

How can you accomplish this? Make liberal use of guides and tips on your site, and consider engaging with your local community. 

Ad Age put it beautifully: Experiential marketing is where “artistry meets commerce.” In an age where everything is digital, there’s a growing trend of customers preferring life outside the screen. Which definitely implies, according to Ad Age, that sales are happening outside the Internet again.

But Shay! Of course that still happens! Brick-and-mortar stores have always done that! Yes, true, and that will continue in 2025, but this trend suggests that companies that don’t have a storefront should bring their marketing efforts to their local communities in the form of in-person events to boost sales.

If that isn’t possible for you right now, experiential marketing does still happen online. It just requires outside-the-box thinking about how to package tips, tricks, guides, and educational videos regarding your product or service. At the end of the day, customers are looking for more in 2025: Connection, fluid understanding of what it is they’re purchasing, and the sense that they’re being sold to, not that they’re alone, browsing through a website. 

AI Is Everywhere (If You’re Doing it Right)

5. AI is a superpower for small business owners. 

What does this mean? So, so many common, everyday tasks are being optimized by AI now.⁵

How can you accomplish this? Give the manual labor that happens online to the robots.

I agree, it’s scary. I didn’t like it at first. But now that I’ve figured out how to give away my very manual, very rote tasks to AI, I’m thrilled to have this digital assistant. And that’s exactly how small business owners should start to think about this tool in 2025 — because it is here to stay.

When I use AI in my everyday, especially in my freelance writing career, it’s to help me find sources for a writing topic, it’s to help me chat through an outline that I’m struggling to wrap my mind around, and it’s to get me through some of my writer’s block when the blank screen feels daunting. 

Do I use generative AI? No way — we’ve already talked about personalization and authenticity above, and AI is not great for that. Is it helpful for other things? Absolutely. And it’s a standout tool for every business now, especially where data is concerned. 

The U.S. Chamber of Commerce⁵ wrote about a coffee roaster that used AI to help them source new customers, strictly by helping them understand life-time value. Alone, without a robot assistant, that can be an overwhelming task for a busy business owner. With some of the tools available now that are AI-powered, however, you can truly revolutionize your own understanding of the industry you already work in. 

6. Prioritize mental health and well-being.

What does this mean? Making mental health a top priority in 2025 will boost sales (no, really).⁶

How can you accomplish this? Know the signs of burnout and work to correct it.

The Internet is full to the brim with tips for avoiding burnout, so I won’t go there. However, I will say that an interesting trend in this type of content is about the reality of what encroaching burnout signals for your bottom line. 

It makes sense. If we’re all thinking about things like inflation and competitors — not to mention the day-to-day struggles of owning and operating a business —  we’re putting precious little energy into ourselves. If you’re a sole proprietor, as so many small business owners are, you’ll eventually run out of juice. 

A big trend in 2025 is emerging around this idea. The long and short of it: Take a break, small business owners, in whatever way you can, and start incorporating mental health into your daily (and weekly and monthly) routine. 

Another way to reduce your mental load is to make sure your small business is protected. Each business has its own insurance needs. If those particular needs aren’t being met, it could leave your small business — and your wallet — vulnerable. Who needs that kind of stress?

Simply Business makes protecting your business with insurance simple. With our quote comparison tool, you can explore coverage options curated for what you do and browse quotes from trusted insurers. And it only takes a few minutes, so you can save time and energy — and get back to business.

References:

1. https://www.forbes.com/councils/forbesbusinesscouncil/2022/03/11/what-does-todays-consumer-want-personalized-seamless-omnichannel-experiences/
2. https://www.pwc.com/gx/en/news-room/press-releases/2024/pwc-2024-voice-of-consumer-survey.html#:~:text=Consumers%20are%20increasingly%20prioritising%20sustainability,they%20are%20experiencing%20the%20disruptive
3. https://www.tkg.com/insights/learn/build-strong-online-presence-for-small-business#:~:text=Key%20Takeaways,reach%20and%20engage%20with%20customers.
4. https://adage.com/article/marketing-news-strategy/why-experiential-marketing-will-dominate-2025/2592521
5. https://www.uschamber.com/technology/artificial-intelligence/enhancing-entrepreneurship-ais-big-impact-on-small-business
6. https://www.forbes.com/sites/allbusiness/2024/11/04/why-mental-health-should-be-your-biggest-business-concern-in-2025/