Despite Economic Hurdles, US Small Business Owners Report High Happiness Levels

As National Small Business Week kicks off, new research released by VistaPrint highlights the resilience and optimism of Americas entrepreneurs.

Despite ongoing economic pressures, 42% of U.S. small business owners (SBOs) say they are “very” happy with their current situation, and another 39% report being “somewhat” happy, according to VistaPrint’s 2025 Small Business Happiness Report. Only 10% said they were “somewhat” or “very” unhappy.

“Small business owners are inherently positive people and they find fulfillment by charting their own course,” said Emily Whittaker, Executive Vice President, North America and Global Marketing, VistaPrint. “This research recognizes the vitality of Americas entrepreneurial spirit and the pride millions of small business owners take in shaping their own future.”

VistaPrint, which provides custom print products, digital tools, and design services to small businesses worldwide, conducted the research via YouGov, surveying small business owners across the U.S. with companies ranging from 1 to 100 employees. The survey was administered to 1,000 SBOs in February 2025, with a followup survey conducted among 450 of the original respondents in April.

The updated survey also reveals that more than half (53%) of SBOs report being “much” or “somewhat” happier now compared to when they first opened their businesses. That same percentage said they are “much” happier running their own business than they were when working for someone else.

According to the findings, day-to-day internal influences, such as autonomy and personal passion, play a bigger role in driving small business happiness than external or macroeconomic factors. Among SBOs who said they were happier now, 32% attributed this solely to internal factors, compared to 8% who pointed to external conditions.

The most commonly cited sources of enjoyment among SBOs include the freedom to set their own schedule (42%), doing something they love (41%), and interacting with customers and the community (30%). Financial certainty ranked lower, with 28% saying it influenced their happiness.

The survey found that owners of larger businesses report higher levels of happiness. Of those with 51-100 employees, 68% said they were “very” happy, compared to 57% of those with 11-50 employees and 36% of those with 1-10 employees. SBOs running businesses for 6–10 years reported peak happiness, with 60% saying they were “very” happy.

Gen Z SBOs reported slightly higher happiness rates, with 54% describing themselves as “very” happy. This group also cited learning and growth opportunities as key contributors to their happiness.

Overall, 73% of SBOs said continued learning was among the things they enjoy most, with technology/innovation and marketing management topping the list of preferred topics.

Despite the rise of AI, SBOs prefer human involvement in marketing strategy and execution. About 48% prefer human-led strategy planning, compared to 28% who prefer AI.

“Determination is synonymous with entrepreneurship,” Whittaker said. “While every small business owners pathway to happiness is different, its evident that by focusing on what they can control and seeking out learning opportunities, SBOs have what it takes to persevere even in the midst of macroeconomic uncertainty.”