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The data shows that if households redirected just 10% of their eligible purchases from major retailers to small businesses, an extra $76 billion could flow into local operators, helping support families, jobs and communities.
Xero based its findings on the Australian Bureau of Statistics 2024 household consumption data, excluding areas unlikely to involve small retailers, like utilities and some transport.
Xero’s AU/NZ managing director Angad Soin says the numbers show how meaningful everyday decisions can be: while big players can absorb long sale periods from Black Friday to Christmas, small businesses rely more heavily on conscious consumer support.
The appeal comes at a crucial time. Xero Small Business Insights shows the sector has faced a difficult year, though signs of recovery are emerging.
Xero’s research also shows how small businesses are adapting. Many run promotions to reach new customers or boost cash flow, but long-term success often comes from digital tools, social media engagement and personalised experiences.
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