Running a small business in the UK has become more expensive and more unpredictable, but many owners enjoy their work more than they did in traditional jobs.
Research from VistaPrint and YouGov, based on 643 UK small business owners, found that 80% are happy running their business. A total of 77% said they are happier working for themselves than they were in traditional employment.
The research was published during a year when owners dealt with income uncertainty and when hiring was an issue. There’s also the issue of changing customer habits, but even with all of those in mind, many owners said they value the freedom that comes with working for themselves.
Sabine Léveiller, VP Marketing at VistaPrint Europe, said, “Small business owners are under real pressure, but this research shows the picture is more balanced than it can sometimes appear. Many are finding genuine fulfillment in building something of their own, even as they navigate uncertainty.”
Owners also prefer and appreciate being able to control their own schedules and working on projects they care about. VistaPrint found that 57% value setting their own schedule, while 45% said doing work they are passionate about means the most to them.
The research also found that 30% value having more control over their income, even during months when revenue can fluctuate.
How Is AI Helping Small Business Owners?
We know that AI has become a regular working tool for many UK entrepreneurs.
VistaPrint found that 72% of small business owners now use AI tools at least once a month. A total of 52% use AI several times a week or more often.
Writing and documentation was mentioned as some of the most common tasks for AI tools, as well as marketing and analysis. Owners said the technology helps save time.
Of business owners who use AI at least monthly, 63% said AI improved their happiness as a business owner.
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The findings tell us that smaller companies are adopting technology for day to day work more than ever.
Sabine Léveiller said, “What stands out is how intentional business owners are about growth. From investing in marketing to adopting new tools and focusing on their customers, they are taking control of how their businesses grow, even in a challenging environment.”
Digital confidence also was up there for many owners. Nearly 8 in 10 told researchers they feel somewhat or very confident using digital tools such as AI and digital marketing/social media.
What Are Business Owners Concentrating On This Year?
Growth is still very important for many smaller businesses, and 6 in 10 owners said they feel confident enough to grow or expand during the next year, which is interesting because more than half said they do not feel supported by the UK government. But the optimism is still very much there
Marketing and customer acquisition is a top priority for 43% of owners in the VistaPrint research. A total of 40% are concentrating on business operations, while 35% are spending more attention on product development.
Technology and automation are becoming more important, with 32% saying those areas rank highly for the year ahead.
The findings show many owners are concentrating on business activity that can help them win customers and manage workloads more efficiently.
The research also found differences between generations. Gen Z business owners were the most upbeat about expansion during the next year, while Baby Boomers showed less interest in expansion.
VistaPrint said older owners may be more interested in selling businesses or passing them on rather than expanding them.
Which Parts Of The UK Are The Happiest For Small Business Owners?
London ranked as the happiest region in the UK for small business owners in the VistaPrint and YouGov research.
Owners in England generally reported better experiences than those in other parts of the UK, especially in London and in northern and southern regions of England.
The findings are interesting because London businesses also deal with higher operating costs than many other regions. VistaPrint said access to customers, business networks and commercial opportunities may help explain the results.
Marketing also ranked quite high up in how owners viewed their businesses and customer relationships. More than 6 in 10 owners said their marketing works well for their customers and reflects the values of their local community.
That very close and meaningful connection with local communities may explain why many owners continue enjoying running their businesses during difficult trading conditions.
