Small businesses are heading into the 2025 holiday season with a clear message: the ones that win are the ones that upgrade their tech, fast. From cybersecurity to AI in the back office, technology has shifted from a nice-to-have to the foundation of survival and growth for Main Street operators.
The new small-business tech mandate
For many small businesses, the basic formula hasn’t changed—great products, loyal customers, local roots—but the infrastructure behind it has. Cloud point-of-sale systems, online ordering, digital marketing, and remote collaboration are now the default, which means any outage or cyber incident can shut down revenue in minutes. At the same time, consumers are shifting more of their holiday spending online and on mobile, raising expectations that even the smallest retailer will offer fast sites, seamless payments, and instant service.
This is forcing owners who once got by on consumer-grade Wi-Fi and a few plug‑in apps to reconsider what “good enough” looks like. They now need enterprise-style capabilities—secure connectivity, always-on backup, and intelligent automation—but delivered in packages they can actually deploy without an IT department.
Cybersecurity grows up on Main Street
Christian Nascimento, Senior Vice President, Connectivity & Digital Customer Solutions, at Comcast Business, describes a threat landscape that is evolving faster than most small firms can track, with attackers explicitly targeting organizations that lack staff and sophisticated defenses.
“Small businesses today face the same types of threats as large enterprises – malware, phishing, ransomware, botnets – but without the benefit of a dedicated IT staff or enterprise-grade defenses,” Nascimento said in an interview with Fortune. “The biggest challenge is that the threat landscape continues to evolve faster than most small businesses can keep up with.”
As more of their operations move to cloud apps and online transactions, that exposure grows with every new device and integration.
”Attackers know smaller organizations often don’t have the resources or expertise to manage complex security tools, and they’re increasingly targeting them as a result,” Nascimento said.
To close the gap, providers are embedding “big company” security directly into the network—offering next‑generation firewalls and intelligent threat monitoring that run in the background, without additional hardware. Comcast’s SecurityEdge Preferred, now rolling out in beta, is designed to wrap this kind of protection around existing internet service so that every connected device benefits, even if the business has no dedicated IT staff. For busy owners, the pitch is simple: protection that turns on with the connection, rather than another box to configure and maintain.
Reliability as a revenue strategy
Cybersecurity is only part of the story; uptime has become just as strategic. During peak shopping periods, a dropped connection can stall mobile point‑of‑sale terminals, freeze online orders, and undercut carefully built digital marketing campaigns. Comcast and other providers are responding with higher symmetrical speeds for small firms, broader Wi‑Fi coverage through mesh extenders, and cellular‑backed solutions like Wireless Connect that keep payment systems and cloud apps running even during local power failures.
In practice, that means a boutique that once lost hours of sales every time a storm knocked out service can now fail over automatically to a secondary wireless network, often without staff or customers noticing. For a holiday season where a single weekend can make or break the year, that kind of resilience is no longer a luxury—it’s a core part of the business model.
AI moves from buzzword to back office
If connectivity is the new utility, AI is rapidly becoming the new operating system for small business workflows. Alison Stevens, Senior Director of HR Solutions at Paychex, tells Fortune that more than a third of small and midsize businesses are already using automation and AI to handle holiday demand, stretching limited headcount without proportionally increasing labor costs. In Paychex’s broader research, a strong majority of AI‑using small firms report higher productivity, cost savings, and better recruiting outcomes as they automate repetitive tasks and mine their own data for insights.
”Small businesses can’t afford to waste time on manual processes when every hour counts during peak season, and AI automation allows them to scale their operations without proportionally scaling their overhead cost,” Stevens said.
The use cases are strikingly pragmatic. Restaurants deploy chatbots to absorb reservation overflow during peak hours, while retailers lean on automated inventory tools to avoid stockouts of popular items. In warehouses and service operations, AI‑driven scheduling engines match worker availability to shipment volumes or appointment demand, reducing both overtime and burnout. At Paychex, clients are harnessing AI for error‑resistant payroll, streamlined onboarding, and analytics that inform hiring, compensation, and retention strategies—turning routine HR processes into a source of competitive intelligence.
Tech as the only way to pay—and keep—people
Labor dynamics are amplifying the pressure to modernize. In a tight job market where large employers can outspend on salaries and perks, small businesses are adopting a two‑pronged strategy: raise wages where it matters most and use technology to create the margin to afford it. Paychex data shows a large majority of small firms are boosting pay or incentives this season, especially in hard‑to‑staff sectors like food service, where nearly nine in ten report offering higher compensation.
”To afford higher wages, successful businesses find ways to cut overhead and reallocate resources toward compensation,” Stevens said.
To make those raises sustainable, owners are scrutinizing overhead and compliance gaps—optimizing benefits, tightening job classifications, and benchmarking pay against the market—while letting AI and automation strip out administrative waste. The same tools that route customer chats or auto‑schedule shifts can also surface turnover risks, analyze employee sentiment, and highlight where unclear policies or chronic understaffing are driving attrition. For small employers that lack a formal HR department, this kind of embedded intelligence effectively becomes their talent strategy.
Planning for the future
Small businesses can make two changes to stay relevant, according to experts.
First, upgrade the infrastructure: fast, redundant connectivity with security baked into the network, not bolted on. Second, treat operational efficiency as a C‑suite priority by deploying AI in high‑impact, low‑complexity areas—customer service chatbots, payroll and compliance automation, scheduling, onboarding, and basic analytics—before attempting more exotic projects.
Finally, use the savings and insights from that tech stack to fund better wages and work experiences, turning small size into an advantage built on flexibility and meaningful work rather than a disadvantage on compensation alone. The result is a new model of Main Street entrepreneurship, where success depends less on guessing the next hot product and more on quietly upgrading the digital machinery behind the counter.
For the small businesses that make those investments now, this holiday season won’t just be about surviving—it could be the moment they start to compete on the same technological playing field as the giants.
