New research points to a resilient and forward looking community of small business owners. Despite a tough economic climate, today’s small business owners aren’t just surviving—they’re thriving. In fact, 54% say they’re happier now compared to when they first opened their doors, and nearly half (44%) report being happier than they were last year.
“I’m happier working for myself because it allows me to build something deeply aligned with my values, where creativity, impact, and autonomy coexist.”— Umutoni Thuku-Benzinge, UMUTONI (Small Business Owner)
The owners finding the most fulfilment are those focused on what they can control. Of those who report being happier today than when they first opened their small business, 46% attribute it to internal, day-to-day factors, rather than external or macroeconomic conditions (16%).
Alongside autonomy, other top factors include pursuing a passion (45%) and the ability to control the certainty of their income (30%).
Business ownership brings trade-offs – and small business owners are clear on the realities (and difficulties) they face.
In addition to income uncertainty, poor work-life balance (42%) and keeping up with evolving business trends (39%) are the other top pain points. But while the pressures are real, the majority feel confident in their choices, with 77% reporting they’re happier now compared to when they worked for someone else.
Small business owners using AI
72% report using AI for their business at least monthly.
It’s making them happier
63% say AI has had a positive impact on their happiness.
Buying back time
51% report using it for writing and documentation.
The supportive sidekick in 2026
44% are using AI to help with their marketing efforts.
Small business ownership brings strong levels of happiness at every stage. Gen Z and Millennial owners report higher happiness overall—driven by passion and a desire for freedom—while Gen X and Baby Boomers show more balanced sentiment as priorities shift toward stability and long-term security.
“The most rewarding part of running my business is building something that has become much more than I planned or could have hoped for.”— Emma Criddle, The Neighbourhood Store (Small Business Owner)
Despite uncertainties, 60% of small businesses are optimistic about the future and express confidence in their ability to grow. Their top three investments for the year ahead include marketing and customer acquisition (43%), business operations (40%), and product development and innovation (35%).
From passion to progress, small business owners are turning possibility into growth – and finding happiness in the journey.
VistaPrint commissioned YouGov to conduct a research study of 643 small business owners aged 21 to 64 and with 100 employees or less, located in the UK. The data was collected between Feb. 4 – Feb 28, 2026 and has a margin of error of 土4.0% at the 95% level of confidence.
