For thousands of small businesses across New Jersey welcoming the holiday shopping season, the next few weeks aren’t just busy — they’re critical.
Chris Brinkofski, owner of Tons of Toys in Madison, says this year required intense preparation, especially as economic pressures mount. “It was a really big year of planning … planning for the worst but hoping for the best,” he said.
A new national survey from the nonprofit Main Street America revealed that nearly 45% of small business owners reported a drop in net profit this fall, citing inflation, new tariffs and shifting consumer spending habits. According to the organization, confidence levels among small businesses are now hovering near a record-low heading into the holidays.
Eileen Kean, state director of the National Federation of Independent Business, says mom-and-pop shops are feeling the pinch. “It becomes a real struggle to compete with what’s out there and drive the local people to your store,” she said.
For many independent retailers, as much as 65% of annual sales happen between Thanksgiving and New Year’s Eve. That’s why Small Business Saturday has become an essential reminder for shoppers to look local before they click online.
“For many stores, December determines whether they turn a profit for the year,” Kean said. “Once the new year approaches, some are questioning whether the business can survive.”
But even as holiday lights go up, spending patterns are shifting. A recent CNBC/SurveyMonkey poll found nearly 80% of Americans believe things cost more this year, and four in 10 plan to spend less, particularly on gifts.
“It’s definitely the most stressful time of year, but we know if we put in the work all year long people will show up for us,” Brinkofski said. “Customers still come, but they don’t spend as much per trip. Here they can touch, feel, see the size and shape and know if it’s good for their son or daughter.”
For small businesses, this season isn’t just about holiday cheer; it’s about staying afloat. Whether shoppers choose a handmade candle, a toy for the kids or dinner at a neighborhood restaurant, every swipe, every sale, and every purchase could make the difference between a business’ survival and closure.
