How Small Businesses Can Capture More Holiday Sales in 2025

SignaPay Direct
Nov 10
3 min read

The holiday shopping rush is here — and this year, value, flexibility, and convenience are driving how consumers spend. According to new research from the Electronic Transactions Association (ETA), shoppers are more focused than ever on finding deals, choosing flexible payment options, and enjoying seamless checkout experiences.

Value, Flexibility, and Impulse Are Powering Holiday Sales

Inflation remains top of mind for shoppers this season. Consumers are looking for businesses that make buying easy — offering digital wallets, tap-to-pay, and fast, secure checkout options. At the same time, impulse purchases are on the rise, as fewer people are setting strict spending limits than in previous years.

For merchants, this shift means opportunity. By offering modern payment experiences and promoting value through clear dual pricing or incentive programs, small businesses can compete head-to-head with national retailers.

Local Businesses Have the Advantage

More than one in three consumers say that payment and checkout options influence where they shop — and 36% specifically prefer small businesses that make paying simple. Even better, over half of rural shoppers (54%) say they prefer to shop locally during the holidays. However, many rural consumers are still learning to trust newer payment methods. That’s where education and visible security measures can help merchants earn new business.

When a local merchant provides the same payment speed and security as big-box competitors, they don’t just retain customers — they attract new ones.

Payment Technology Adoption Is Growing Fast

85% of consumers have used tap-to-pay in the past year
48% have tried digital wallets like Apple Pay or Google Pay
Urban shoppers are leading the way — but adoption is quickly spreading to suburban and rural areas

Security remains the top priority for consumers adopting new technology. They want reassurance that their payments are protected, especially as mobile and contactless options become the norm.

At SignaPay Direct, we help merchants meet these expectations with secure, flexible payment solutions designed for every business — whether you’re running a retail store, restaurant, or service business.

Free Shipping Still Wins Online

When it comes to online shopping, free shipping now outranks even price as the most important purchase factor. Combining this with flexible checkout options, like stored cards or recurring payments, helps small businesses boost conversion rates and repeat sales during the busiest time of year.

Holiday Spending Trends to Watch

40% of consumers won’t set a holiday budget this year — nearly double last year’s figure
18% plan to spend more than last year, while most will spend about the same or slightly less
51% of shoppers expect to spend over $500 on gifts

With consumer spending spread across online and in-person channels, businesses that simplify payments will capture more of those dollars.

What This Means for Merchants

Modern payment technology isn’t just a nice-to-have — it’s a revenue driver. Small businesses that make payments simple, secure, and transparent will thrive this holiday season.

At SignaPay Direct, we equip merchants with:

Tap-to-Pay and contactless terminals for quick checkout
Online checkout and invoicing tools for eCommerce
Dual Pricing options that protect profit margins while keeping prices fair for every customer

This holiday season, make it easy for your customers to pay — and make it easier for your business to grow.