Women small business owners say they’re happier than ever to be their own boss, despite struggle for work-life balance and ongoing challenges


CHICAGO–(COMMERCIAL THREAD) – Groupon, the go-to destination for local experiences, encourages everyone to celebrate October Women’s National Small Business Month. To facilitate support and purchasing in women-owned businesses, Groupon offers approximately 2,000 women-owned businesses across the United States. Groupon spoke with more than 600 female small business owners from across the United States to gain a better understanding of why they decided to become their own boss and how they have remained resilient during the global pandemic.

Women small business owners say they are held to a different standard than men

According to the results of the survey, women small business owners continue to face systemic challenges due to their gender. Fifty-four percent of women small business owners said they face different standards than their male counterparts when it comes to accessing capital, acquiring mentors and being taken seriously by their peers . Fifty-four percent of survey respondents also said it was more difficult for them to balance work and family life.

Women go to work to be their own boss

Despite these obstacles, nearly all women small business owners – an overwhelming 94%–– are satisfied with their choice to work for themselves and ready to take on any challenges that come their way. Seventy-six percent of women small business owners work beyond the standard 8 hour workday, with the average owner working 12 hours per day. And this hard work pays off, because 64% of women small business owners reported earning as much or more money as they did before opening their own business.

“As one of the largest female-owned small business markets in the world, we are excited and encouraged by the progress these entrepreneurs are making, and we are focused on opening new opportunities for women – to both internally and externally –– to create a Groupon that reflects the world we want to live in, ”said Groupon Chief Financial Officer, Melissa Thomas. “We are extremely proud of the fact that almost 60% * of Groupon’s small businesses are owned by women, and we’re committed to helping these merchants emerge from the pandemic stronger than ever. ”

Increase awareness and support for women-owned businesses

According to the survey results, women small business owners have a clear plan and path to generate income and accelerate their recovery from the pandemic. The main ways that women-owned businesses seek to increase their profits are: increasing their social media presence, leveraging sales, expanding inventory, leveraging government or small business loans and resources, and launch paid advertising campaigns.

Even before the onset of the pandemic, many states invested heavily in educational and financial programs to help foster the development and success of small businesses. In the aftermath of the pandemic, many states have stepped up to help businesses affected by movement restrictions in the form of postponing sales tax payment and increasing financial support through state subsidies. .

Groupon asked women small business owners to rate their status against three criteria: the ease with which women start their own businesses, the support available to women of color to start their own businesses, and the resources provided to help them. women-owned businesses to recover from the pandemic crisis. Based on the survey results, some states have consistently presented themselves as going beyond the expectations of women entrepreneurs.:

  • new York, New Jersey, Massachusetts, Florida and Ohio were the top states for women looking to start their own businesses.
  • New Jersey, new York, Massachusetts, Ohio and California were identified as the top states for minority women to report a business.
  • new York, Massachusetts, New Jersey, Florida and Colorado were the leading states when it came to helping women-owned businesses recover from the devastating impact of COVID-19.

To take part

Groupon urges consumers to celebrate National Women’s Small Business Month by supporting women-owned businesses in their local communities as well as by donating to help provide new women entrepreneurs with the capital they need so much. To find a women-owned business that you can support in your community, please visit gr.pn/wsbm.

* Merchant satisfaction survey from June 2021. Survey of active merchants conducted from June 8 to 23

About Groupon

Groupon (NASDAQ: GRPN) is an experience marketplace where consumers discover fun things to do and local businesses thrive. For our customers, that means offering them an incredible selection of experiences at unbeatable prices. For our merchants, this means it is easy for them to partner with Groupon and reach millions of consumers around the world.

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