vistaprint’s 2025 Small Business Happiness Report: Optimism, Ownership, and the Power of Purpose

Small business owners are a resilient, optimistic group—and the 2025 Small Business Happiness Report from VistaPrint proves it. Released during National Small Business Week, the report captures the mindset of entrepreneurs across the country, showing that despite ongoing economic uncertainty, most remain upbeat about their work and their future.

According to the data, 81% of small business owners say they’re currently happy, with nearly half reporting that they’re very happy. Only 10% say they’re unhappy. That’s a strong showing in any climate, but especially notable given the rising costs, staffing challenges, and shifting market trends that many small businesses are facing today.

So what’s driving this happiness? For most, it’s not just revenue. Small business owners cite the ability to set their own schedules, do something they’re passionate about, connect with their communities, and make their own decisions as top reasons they feel fulfilled. In fact, internal, day-to-day factors—like flexibility, creativity, and personal impact—matter far more to most than external economic conditions.

Time in business plays a big role in overall satisfaction. Owners in the six-to-ten-year range are the happiest overall, with 60% in that group saying they’re very happy. That’s significantly higher than those in their first three years or those who’ve been at it for more than a decade. It seems there’s a sweet spot in the journey where confidence, stability, and satisfaction align.

Compared to when they first launched, more than half of business owners say they’re happier now. And when asked to compare it to their past working for someone else, a striking 76% said they’re happier running their own business. Only a small share—around 15%—preferred their former job. That speaks volumes about the rewards of entrepreneurship, even when the work is hard.

The size of a business also appears to influence happiness. Owners with 51 to 100 employees are far more likely to say they’re very happy, with 68% in that category. That compares to just 36% of owners with ten or fewer employees. Access to more resources, delegation, and the ability to build a larger team likely contribute to the boost in satisfaction.

Regionally, Midwestern business owners are leading the pack in positivity. Fifty-four percent report being very happy, compared to 40% in the Northeast. The South and West are close behind, with solid scores that suggest location does play a role—possibly due to cost of living, local policy, or community culture.

Gen Z small business owners are also showing high levels of happiness, with 54% saying they’re very happy, more than any other generation. Millennials, Gen X, and Baby Boomers all hover around 47%, still a strong majority, but slightly lower than their younger counterparts. This suggests that younger entrepreneurs are finding purpose and pride in building something on their own terms.

Learning is another major factor in the happiness equation. A full 73% of owners say continued learning is one of the things they enjoy most about being in business. Whether it’s improving marketing skills, streamlining operations, or mastering financial management, small business owners see knowledge as power—and a path to long-term success.

While artificial intelligence is playing a bigger role in business life, the report shows that most owners still prefer a human touch. When it comes to strategic planning, education, and campaign execution, people still win out. Owners are open to AI tools, especially in areas like content creation and audience targeting, but they don’t want to lose the personal connection that defines their brand.

Happiness varies across industries, but those in food, beverage, travel, and hospitality saw the biggest jump in happiness since launching their businesses. More than 60% of owners in those sectors say they’re happier now than when they first started. Arts, entertainment, business services, and tech followed closely behind, while sectors like beauty, personal care, and healthcare saw slightly higher rates of stress or dissatisfaction.

Overall, the 2025 report paints a clear picture: small business ownership continues to be one of the most rewarding paths in the American economy. Owners are driven not just by profit, but by purpose—by the chance to create, to lead, and to leave something meaningful behind. As VistaPrint’s Emily Whittaker put it, small business owners are naturally positive people. They find joy in forging their own way. And in 2025, that joy is alive and well.