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A third of people more likely to shop at small businesses with witty names

2-minute read

Sam Bromley

Sam Bromley

26 May 2022

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A Simply Business survey reveals that nearly a third of people are more likely to choose small businesses with a funny, witty or otherwise creative name.

  • How to start a business

Our study of more than 2,000 consumers suggests that a clever business name can help it succeed, boosting customers and sales.

A small business with a witty name gets more attention

The research reveals that 28 per cent of people would be more likely to shop at a small or local business with a funny or witty business name. Furthermore:

  • nearly two thirds (64 per cent) of people would be more likely to notice a small or local business with a funny or witty name
  • of those more likely to shop or notice a business with a funny or witty name, over half (57 per cent) say it’s because it makes them more memorable
  • other key reasons include the name standing out above other business names (55 per cent), appreciation for the creativity, and adding personality to the business (both 51 per cent)

Small businesses can show personality through their tone of voice and brand identity, as well as their general advertising and marketing.

People prefer to shop at small businesses in general

Our survey also reveals that people understand how vital small businesses are to the local community. Noticeably, they’re preferring to shop small rather than at larger chains.

Given the choice, nearly nine in ten (88 per cent) prefer to shop at small, local, or independent businesses when compared to larger chains, or a mixture of small businesses together with larger chains.

The reasons why people are shopping small include:

  • the desire to support local businesses (62 per cent)
  • the desire to support their local community (57 per cent)
  • being able to see that their money has a direct impact (41 per cent)
  • service is better with small and independent businesses (39 per cent)

We’re trying to find Britain’s Best Small Business Name

With our survey in mind, we’ve launched a competition to find Britain’s Best Small Business Name, with the winner set to receive £2,500. Here’s our shortlist – stay tuned for the winner.


Our latest TV ad also celebrates the wit, creativity and humour of the UK’s small businesses. Watch it below and read more about our campaign.

Alan Thomas, UK CEO at Simply Business said: “We look at our role as more than an insurance provider – we’re champions for small businesses so it only feels right to celebrate the creativity and personality of some of the best business names in the UK. It’s incredible the impact a business name can have on your business – not only are you more memorable but it shows your personality and sense of humour.”

Would you be more likely to shop at a small business with a clever name? Let us know in the comments below.

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Sam Bromley

Written by

Sam Bromley

Sam has more than 10 years of experience in writing for financial services. He specialises in illuminating complicated topics, from IR35 to ISAs, and identifying emerging trends that audiences want to know about. Sam spent five years at Simply Business, where he was Senior Copywriter.

We create this content for general information purposes and it should not be taken as advice. Always take professional advice. Read our full disclaimer

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