Industry Focus: What Will SMBs Spend on in 2026?

In 2026, professional services firms plan to invest the most in technology, and manufacturers and retailers/wholesalers in marketing, according to our recent survey of 500 U.S. SMBs on their spending plans.

Here’s how SMB spending priorities for the next 12 months differ by industry:  

‍Professional services firms will prioritize technology and marketing. SMBs in professional services will invest the most in technology, followed by marketing, AI, and IT security.

‍Retailers/wholesalers plan to focus on customer acquisition. After sales and marketing, retail and wholesale companies expect to spend the most on technology, product/service development, and equipment or machinery.

‍Manufacturers will invest in marketing. Like retailers and wholesalers, manufacturers will spend the most on customer acquisition. Hiring additional staff and new equipment or machinery are also top priorities.

SMB 12-month Spending Plans, by Industry

‍In which areas do you plan to invest in the next 12 months? Select all that apply.

While the time it takes most SMBs to make a purchase decision hasn’t changed in the past year, there have been some interesting changes. 23% of professional services companies are now taking more time to make purchase decisions, versus 14% who are making them more quickly. Retail/wholesale is roughly evenly split, with 19% being more deliberate versus 17% who are speeding things up. However manufacturers tend toward making faster decisions; 24% are making faster purchase decisions versus 16% who are being more cautious.

Changes in SMB Purchase Decision Timing, by Industry

How has the timing to make major purchase, investment or other business decisions changed in the last 12 months?

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