2025 Marketing Trends Small Businesses Can Use To Get Ahead

Sabine Leveiller is the Marketing Vice President, of Europe at VistaPrint. She has over 20 years of experience in marketing strategy.

In 2025, customers are expecting more from brands. They’re no longer satisfied with just a great product—they want to feel connected, valued and inspired. For small businesses, this shift isn’t just a challenge—it’s a chance to stand out among competitors.

Did you know that 86% of consumers say authenticity is a key factor when deciding which brands they trust? That’s where small businesses have an edge. Whether it’s a handwritten thank-you note or a personalized shopping experience, small businesses can offer the kind of genuine interactions that big brands often struggle to replicate.

Let’s explore the key marketing and design trends shaping 2025—and how your business can take advantage of them.

Marketing Trends For 2025

Build Communities, Not Campaigns

Customers aren’t just buying from brands anymore, they’re joining them. Building a loyal community starts with creating meaningful spaces where your audience feels valued.

For example, a small bakery could invite its Instagram followers to vote on the next cupcake flavor or host a monthly tasting event for top customers. These gestures turn one-time buyers into loyal fans who feel part of the journey.

Tip: Simple strategies like private social media groups, exclusive email lists or loyalty programs can foster this connection. And it’s important to remember to not just talk at your customers—you also need to listen. Reply to their comments, share their stories, and make them feel seen.

Rethink Influencer Marketing

With paid ads and product placement becoming almost impossible to avoid, it’s no surprise audiences are growing wary of influencers with perfectly curated feeds and vague hashtag ads. But there’s a better way. Collaborating with loyal customers or local micro-influencers who genuinely align with your brand can deliver far more meaningful results.

Tip: The focus should be on values and real connections rather than follower counts. Look for advocates who align with your values, even if their audience is small. For example, a local fitness coach who genuinely loves your yoga gear can have a far greater impact than a celebrity endorsement. It’s all about trust and relatability.

Act Fast On Trends

Marketing in 2025 is all about agility. Reactive, agile and trending (RAT) marketing encourages businesses to tap into cultural moments and viral trends, giving brands a chance to connect with customers in real time. Small businesses, with their ability to adapt quickly, are perfectly positioned to thrive in this fast-paced environment.

Great examples of RAT marketing include the BRAT album by Charli XCX and the marketing phenomenon surrounding the Barbie film. Both campaigns demonstrated the power of tapping into cultural moments to create buzz and drive engagement. The BRAT album’s bold color and font inspired everything from branded matcha lattes to political messaging, and the Barbie film’s vibrant, nostalgia-driven marketing strategy captured audiences across industries. These campaigns highlight how agile and trend-aware marketing can resonate with diverse audiences and leave a lasting impact.

Tip: Tools like Google Trends or Trend Hunter can help you monitor what’s capturing public attention. Whether it’s a seasonal flavor, a trending meme or a cultural moment, aligning your messaging with what’s timely and relevant can make your brand feel fresh and exciting.

Turn Social Media Into A Sales Channel

Social media isn’t just for showcasing your business anymore—it’s now a key part of the sales journey. With features like Instagram Shops and TikTok’s live shopping, customers can discover, explore and purchase products without ever leaving the app.

Short, engaging videos are particularly effective in this space. Demonstrating your products in use, showcasing customer testimonials or sharing behind-the-scenes content helps make your business feel approachable and trustworthy. And it’s not just for product-based businesses—service-based businesses can benefit too. For example, a restaurant might show the cooking process of their dish of the day, putting the business and brand directly in front of the consumer.

Tip: Host a live social media event to interact directly with your audience. Whether you’re answering questions, demonstrating your expertise or showcasing new products, live events can build trust, encourage real-time engagement and even drive instant sales or bookings. By blending authentic content with platform tools, social media can become a powerful way to engage your audience and turn followers into loyal customers or clients.

Personalization At Scale

Small businesses have a natural advantage when it comes to personalization. Whether it’s through tailored recommendations, customized packaging or thoughtful messaging, these touches can make your customers feel truly special.

Email marketing remains one of the best and easiest ways to deliver personalized experiences. By segmenting your audience based on preferences or purchase history, you can send custom messages and exclusive offers that resonate. For example, a local florist could send a personalized email reminding customers about key anniversaries, complete with a discount on bouquets. Or a boutique might add handwritten thank-you notes to every order, showing customers they’re more than just a transaction.

Tip: Tools like Mailchimp or Klaviyo make audience segmentation simple, allowing you to send offers, greetings or updates based on individual preferences. Pair these with customizable email templates to add a personal touch that reflects your brand. The goal is to make every interaction feel special—even at scale.

Choosing The Best Strategy For Your Business

Ultimately, each business is different and has its own unique goals and priorities. Although a marketing trend may work for one business, it may not suit the needs of another. Overall, what’s important is that small-business owners stay informed about these trends and choose the strategies that are most relevant to their customers.

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?