A recent survey conducted by VistaPrint, released during National Small Business Week, reveals that a majority of small business owners in the United States remain optimistic and fulfilled, despite the prevailing economic uncertainties. According to the 2025 Small Business Happiness Report, 42% of small business owners describe themselves as “very” happy, and an additional 39% report being “somewhat” happy. Only 10% expressed feelings of being “somewhat” or “very” unhappy.
The survey highlights that small business ownership contributes significantly to personal happiness over time. Notably, 53% of the surveyed small business owners stated they are happier now compared to when they first started their businesses. A similar percentage reported being much happier now than during their tenure working for someone else. Business owners with six to ten years of experience were the most satisfied, with 60% describing themselves as “very” happy.
The report underscores that internal factors, such as personal fulfillment and daily experiences, strongly influence overall happiness. Among those who reported increased happiness since starting their businesses, 32% credited their happiness to aspects like independence, passion, and purpose. In contrast, only 8% attributed their happiness to external or financial reasons.
When asked about the most enjoyable aspects of business ownership, 42% of respondents cited the freedom to set their schedules, while another 41% highlighted doing work they love. Additionally, 30% appreciated the closer interactions with customers and the local community. Interestingly, only 28% identified greater income control as a key happiness factor, suggesting that autonomy and passion may outweigh profit for many small business owners.
The size of a company also plays a role in owner satisfaction levels. Owners with 51–100 employees reported the highest levels of happiness at 68%, followed by 57% of those with 11–50 employees. Conversely, small businesses with only 1–10 employees were less likely (36%) to report high levels of happiness, potentially due to the pressures of managing multiple responsibilities.
Demographics further illuminate the findings, with Gen Z business owners leading in satisfaction. Fifty-four percent of Gen Z owners stated they were “very” happy, surpassing older generations, and placed a high value on continuous learning.
VistaPrint’s findings suggest that small business owners continue to find deep fulfillment in their work, even amidst economic challenges. By focusing on factors within their control, such as flexibility, purpose, and lifelong learning, entrepreneurs demonstrate resilience in the face of adversity.
