Most small business owners are optimistic despite economic uncertainty, survey finds

Approximately 42% of U.S. small business owners (SBOs) report being “very” happy, according to VistaPrint’s 2025 Small Business Happiness Report. Another 39% say they are “somewhat” happy, while only 10% reported being “somewhat” or “very” unhappy. Released during National Small Business Week, the survey aims to understand better what’s driving happiness among America’s entrepreneurs, and the findings paint a largely optimistic picture.

One of the strongest takeaways from the survey is that small business ownership brings greater happiness over time. More than half (53%) of the surveyed SBOs stated that they’re happier now than when they first opened their businesses. The same percentage said they’re “much” happier now than when they worked for someone else. Owners with six to ten years of experience were the most content, with 60% describing themselves as “very” happy.

The survey also revealed that internal factors were at the heart of that satisfaction. Personal fulfillment and day-to-day experiences played a significantly larger role in overall happiness than external conditions, such as economic or market conditions. Of those who reported feeling happier since starting their business, 32% credited factors such as independence, passion and purpose. Just 8% pointed to external or financial reasons.

When asked what they enjoyed most about business ownership, respondents highlighted:

• Freedom to set their own schedule (42%)
• Doing work they love (41%)
• Closer interactions with customers and the local community (30%)

Interestingly, only 28% said that having greater income control was a major contributor to their happiness, suggesting that autonomy and passion may outweigh profit for many SBOs.

Company size also plays a role in owner satisfaction. SBOs with 51–100 employees reported being “very” happy (68%), followed by 57% of those with 11–50 employees. Owners of small businesses with just 1–10 employees were least likely (36%) to report high levels of happiness, possibly due to the added pressure of wearing multiple hats.

Demographics add an additional layer to the story. Among Gen Z business owners, 54% reported being “very” happy, outpacing all other age groups. This generation also placed a high value on continued learning.

Overall, VistaPrint’s findings suggest that small business owners remain deeply fulfilled by their work, even when faced with economic difficulties. By prioritizing what they can control, such as flexibility, purpose and lifelong learning, entrepreneurs continue to demonstrate resilience.