US Small Businesses need to deliver bigger brand value as they consider price increases amongst consumer negativity.

Looking at the latest data from the NFIB survey and University of Michigan’s Consumer Confidence Index, SMBs expected a sales increase post US election which hasn’t come due to tariffs and a potential trade war.

SMB uncertainty, which decreased post election, have increased by 21% since Dec. 2024 – back to previous levels.

US SMBs are expecting rising prices to increase revenue amongst uncertainty and lower expected sales. Net SMB price increase expectations are at 29%, an increase of 36% vs. December 2024. 

However, consumer confidence continues to decrease amidst recession discussions, with the consumer confidence index decreasing to 54.9, down 26% since December 2024. 

In the face of this consumer negativity, brand is going to be one major way to justify potential increases. Brand has been shown to help justify a price premium and as consumers scrutinize purchases and SMBs try to find greater value – building and investing in a strong brand is key.

For the smaller companies in the market, building an outsized brand can help to unpick a way through the uncertainty they face.

If you’re a SMB considering how to build, refine or activate your brand, we can help.