Now that the holiday season is upon us, business owners that have weathered the storm thus far are wondering what moves they should make next. Small Business Saturday — the day after— typically gives entrepreneurs a leg up on the holiday season. Several business owners told Business Insider they rely on the holiday season for at least 30% of their annual sales.
Business Insider spoke with economists and business leaders about where small businesses are headed in America's economic future, and they stressed that entrepreneurs will need to examine how their customers' experiences have shaped their buying behaviors — and be prepared to make changes to accommodate them.
Alison DaSilva, the managing director of purpose and impact at Zeno Group, said this shift in American values is unlike any since the Great Depression.
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