VistaPrint 2026 Small Business Happiness Report: 87% of Canadian Small Business Owners Are Happy and Resilient, Proving Passion Outweighs Pressure

New Report Finds Despite Economic Challenges, Small Business Owners Remain Optimistic about Future Growth

TORONTO--(BUSINESS WIRE)--VistaPrint, the print and design partner to small businesses, released its first Canadian survey on small business owner (SBO) happiness, evaluating how entrepreneurs across the country are feeling and what is driving that sentiment. The survey of 644 Canadian SBOs shows that despite recent economic headwinds and the challenges of entrepreneurship, an overwhelming 87 per cent of Canadian small business owners report being happy today. The research also found that this satisfaction is closely tied to factors such as autonomy, flexibility and a passion for their work.

“It’s inspiring to see that, even in a challenging economic climate, so many small business owners are finding happiness in their entrepreneurial pursuits,” said Dave DeSandre, Senior Vice President, North America at VistaPrint. “With more than 2.7 million Canadians self-employed, it’s clear that small business ownership is offering people greater control over how they work and build. That’s changing how many are thinking about traditional roles and what it means to be happy and feel fulfilled in their work.”

Key Findings Include:

• 87 per cent of Canadian small business owners report being happy today, indicating that autonomy and personal fulfillment in entrepreneurship remain a deeply rewarding path.
• 80 per cent are happier running their own business than they were working for an employer.
• 56 per cent say their happiness has improved over the past year.
• 77 per cent of SBOs are confident in their ability to grow or expand their business over the next 12 months.
  • Top planned investments: marketing and customer acquisition (49 per cent), business operations (42 per cent) and technology and automation (35 per cent).
• 4-in-5 (80 per cent) of SBOs use AI tools at least monthly, with 72 per cent reporting a positive impact on their happiness.

Independence is shaping how SBOs define success
According to the findings, 4-in-5 (80 per cent) SBOs say they are happier running their own business than when they worked for someone else, reinforcing the value many place on independence over traditional job security. 67 per cent of SBOs are happier now compared to when they first opened a small business. That satisfaction is closely tied to how they work. 54 per cent cite freedom to set their own schedule, 41 per cent point to doing something they love or are passionate about and 31 per cent name being a business decision maker or leader as key contributors.

Younger entrepreneurs report some of the highest levels of satisfaction, with Gen Z SBOs more likely to describe themselves as “very happy” (45 per cent) while about one third of Millennials (33 per cent) and Gen X (31 per cent) say the same. In contrast, only 19 per cent of Boomer SBOs said they are “very happy,” though over 80 per cent said they are “somewhat” to “very” happy across all demographics.

Confidence in growth is driving future plans
More than half (56 per cent) of Canadian SBOs report their happiness improved over the last 12 months, suggesting many are finding stability and momentum in their work. This optimism extends into the future, with 77 per cent confident in their ability to grow or expand over the next year. That confidence is reflected in where SBOs plan to invest. Nearly half (49 per cent) prioritize marketing and customer acquisition, 42 per cent business operations, and 35 per cent in technology and automation.

Alongside these priorities, many SBOs already use AI tools in their everyday work. 80 per cent say they use AI at least monthly, and more than two thirds (69 per cent) say they use AI at least weekly. Among those using AI at least monthly, 72 per cent say it has a positive impact on their happiness, with common uses including marketing, writing/documentation, analysis/problem solving, and communication, which frees valuable time.

“As small business owners look to grow, many are finding new ways to simplify how they work day to day,” DeSandre said. “Tools like AI are helping take on time-consuming tasks, so owners spend less time on the backend and more time on building their brand and connecting with customers. That kind of support is helping them operate more efficiently and move their business forward.”

These planned investments point to a forward-looking approach, as SBOs continue to adapt and position their businesses for growth in the year ahead. Technology and tools, including AI, are playing a growing role in how entrepreneurs manage their businesses and support that progress.

The survey's findings paint a clear picture—for Canadian entrepreneurs, the autonomy of being their own boss and the passion for their work are powerful drivers that go beyond the bottom line.

To access the full findings from VistaPrint’s 2026 Small Business Happiness Report, please visit: vistaprint.ca/hub/small-business-happiness-report

About the research
VistaPrint commissioned YouGov to conduct a research study of 644 small business owners aged 21 to 64 and with 100 employees or less, located in Canada. The data was collected between Feb. 7, 2026 - Mar 3, 2026 and has a margin of error of 土4% at the 95% level of confidence.

About VistaPrint
VistaPrint is the print and design partner to millions of small businesses around the world. We help small business owners bring their ideas to life through custom print products, easy-to-use digital tools and expert design support. VistaPrint is a Cimpress company (Nasdaq: CMPR).