As the Small Business Saturday campaign launches its annual drive, research indicates a growing confidence among consumers. Despite economic pressures, 22% of Scottish households intend to spend more on celebrations this year than last. Notably, the hospitality sector may see a distinct advantage in Scotland; 51% of Scots are prioritising festive “nights out” – a figure significantly higher than the UK average of 46%. Other top spending priorities include food (75%), gifts (71%), and alcohol (53%).

These figures arrive just ahead of Small Business Saturday on 6 December, a grassroots campaign encouraging consumers to “shop small” to support the local economy.

Michelle Ovens CBE, director of Small Business Saturday UK, highlighted the resilience of the sector: “It is promising to see positive economic signs ahead of this year’s critical festive season.”

She added: “Public support can make all the difference in helping [businesses] finally turn a corner as the year ends.”

The optimism is shared by local entrepreneurs. Jean Pryde, founder of Brilliantly Brave in Moray, noted a shift in sentiment.

“Winter always brings a flutter of nerves for a small creative business, but this year we feel more hopeful than anxious,” said Ms Pryde. “It feels as though people want to lean into the season again, and that support for small, values-led businesses is growing.”

This local enthusiasm mirrors a wider trend across the UK, where total festive spending is predicted to reach £23 billion. With the number of small businesses in the UK recovering to 5.6 million, campaigners are urging the public to support independents not only through spending but also by leaving positive reviews and recommending them to friends and family.