2023 Local Pulse Report™- Outlook Data Tables
LPR Data Cover 3
Thrive Analytics
Data Tables

These data tables compile insights from over 9,500 interviews with business owners to help you prepare for 2023 and beyond. The Outlook set includes 64 tables that break out all the SMB outlook questions cross-tabbed against our standard banner (see below for more details). The results also include significant tests run at a 95% confidence level, and the differences are noted. Indexes are also provided when they are applicable.

Banner Data
SMB Category
This custom grouping places small businesses in categories based on size. SMB- 1-5 employees, Emerging (EMG) 6-10 employees, Mid-Market (MM) 11-30 employees, and Enterprise (ENT) 30+ employees.
Employer Status
This groups businesses into employer and non-employer categories.
SMB Size
This groups businesses by size. There are six standard sizes: sole proprietor, 2-4 employees, 5-9 employees, 10-19 employees, 20-49 employees, and 50 or more employees.
This indicates the number of business locations. There are five standard sizes: 1 location, 2-3 locations, 4-5 locations, 6-10 locations, and more than 10 locations.
This variable indicates how long the business has been in operation. The standard groupings are Less than one year, 1 to 3 years, 3-6 years, 6-10 years, 10-15 years, and 15+ years.
Age Range
This provides the age of the primary owner of the business. The groupings are 18-25, 26-34, 35-44, 45-54, 55-64, and 65 and older.
This provides the age generation of the primary owner. The groupings are Gen Z, Gen Y, Gen X, Boomers, and Silent Generation.
This data provides the gender of the primary business owner. It includes male, female, and equally male/female.
This data provides the ethnicity of the primary business owner. It includes Hispanic, Non-Hispanic, and Equally Hispanic/non-Hispanic.
Race Status
This data provides the race status of the primary business owner. It includes White, Black or African American, American Indian and Alaska Native, Asian, Native Hawaiian and Other Pacific Islander, and Other.
Veteran Status
This data provides the veteran status of the primary business owner. The data includes Veteran-owned, Equally veteran-/nonveteran-owned, and Non-veteran-owned.
Minority Status
This data is a grouping based off gender, ethnicity, and race. It groups businesses into minority status. The data includes Minority, Equally minority/nonminority, Nonminority.
Business Type
The business type data groups businesses in their primary service or North American Industry Classification System (NAICS) category. Our groupings generally follow the two-digit sectors. We do have some custom groupings. The following are standard groupings: Home Services, Professional Services, Personal Services, Retail, Automotive Services, Healthcare Services, Pet Care and Pet Services, Financial or Insurance Services, Real Estate or Property Management, Accommodation and Food Services, Arts and Entertainment Services, Transportation & Warehousing Services, Education, Construction, Manufacturing, Agriculture, Wholesale Trade, and Misc.
This data is the most recent fiscal year’s total sales revenue. It includes the following groupings: Less than $250K, $250K to $500K, $500K to $1M, $1M to $5M, $5M to $10M, $10M to $20M, and More than $20M.
Franchise Status
This data indicates if the business is part of a franchise. The groupings are franchise and non-franchise.
Business Phase
This data is a custom grouping based on our internal prioritization model. It groups businesses into Startups, Survival, Early Growth, Sustain/maintain, Decline, and High Growth.
Marketing Budget
This data is a custom grouping based on the size of the marketing budget. Core spenders (<$25K) and Plus spenders (>$25K).
Digital Advertising
This is a custom grouping that indicates if the business has any paid digital advertising. The data categories are Yes and No.
Technology Adoption
This custom grouping indicates if the business is using any online software to help manage/operate its business. The categories are Yes and No.
Geo Category
This data is based on census classifications for geography. It indicates where the primary business location resides. The categories are Urban, Suburban, and Rural.

Table No. Crosstab Name Table Name
1 LPR-Table A1: Confidence Scores Overall Business Confidence
2 LPR-Table A1: Confidence Scores Economic Conditions
3 LPR-Table A1: Confidence Scores Long-term Sustainability
4 LPR-Table A1: Confidence Scores Revenue
5 LPR-Table A1: Confidence Scores Profitability
6 LPR-Table A1: Confidence Scores Cash Flow
7 LPR-Table A1: Confidence Scores Purchasing & Supply Chain
8 LPR-Table A1: Confidence Scores Capital Expenditures
9 LPR-Table A1: Confidence Scores Employee Retention
10 LPR-Table A1: Confidence Scores Hiring
11 LPR-Table A1: Confidence Scores Expansion
12 LPR-Table A1: Confidence Scores Customer Acquisition
13 LPR-Table A2: Challenge Scores Managing cash flow
14 LPR-Table A2: Challenge Scores Adapting business to remote/digital environment
15 LPR-Table A2: Challenge Scores Finding the right technology for my business
16 LPR-Table A2: Challenge Scores Hiring new employees
17 LPR-Table A2: Challenge Scores Maintaining customer base/sales
18 LPR-Table A2: Challenge Scores Inflation
19 LPR-Table A2: Challenge Scores Supply chain issues
20 LPR-Table A2: Challenge Scores Complying with regulations
21 LPR-Table A2: Challenge Scores Cost of labor
22 LPR-Table A2: Challenge Scores Health & business insurance
23 LPR-Table A2: Challenge Scores Taxes
24 LPR-Table B1: Business Outlooks EconomicOutlook
25 LPR-Table B1: Business Outlooks How concerned are you about the long-term sustainability of your business?
26 LPR-Table B1: Business Outlooks What is your outlook on staffing for your business over the next 3 months?
27 LPR-Table B1: Business Outlooks Over the next few months, what do you think your sales will be like compared to today?
28 LPR-Table B1: Business Outlooks What is your outlook on capital expenditures for your business over the next 12 months?
29 LPR-Table B1: Business Outlooks What is your outlook on the ability to obtain financing/capital for your business over the next 12 months?
30 LPR-Table B1: Business Outlooks What is your outlook on your marketing/promotional budget for your business over the next 12 months?
31 LPR-Table B2: Flat Sales Which best describes why you think your sales will be about the same over the next 12 months?
32 LPR-Table C1: Business Challenges What will be the biggest challenges facing your business over the next few months?
33 LPR-Table D1: Staffing & Hiring What have been some of the biggest challenges with hiring new employees?
34 LPR-Table D1: Staffing & Hiring What things has your business done to help hiring efforts?
35 LPR-Table D1: Staffing & Hiring Does your business currently have any open positions or have you hired new employees this year?
36 LPR-Table D1: Staffing & Hiring How difficult has it been to hire new employees?
37 LPR-Table E1: Sales Methods What sales methods does your business currently use?
38 LPR-Table F1: Operational Spend How has your operational spending changed over the prior month?
39 LPR-Table F1: Operational Spend Over the past month, what areas did you increase your budgets in?
40 LPR-Table F2: Cash Flow & Financing Which of the following financial service providers does your business currently use?
41 LPR-Table F2: Cash Flow & Financing How much cash on hand do you have for your business, including loans and financial assistance?
42 LPR-Table G1: Pricing Have you raised the prices of your products or services in the past six months?
43 LPR-Table G1: Pricing Do you expect to raise prices in the next six months?
44 LPR-Table G1: Pricing Price Increases
45 LPR-Table S1: Firmographics SMB Category
46 LPR-Table S1: Firmographics Employer Status
47 LPR-Table S1: Firmographics SMB Size
48 LPR-Table S1: Firmographics Locations
49 LPR-Table S1: Firmographics Tenure
50 LPR-Table S1: Firmographics Age Range
51 LPR-Table S1: Firmographics Generation
52 LPR-Table S1: Firmographics Gender
53 LPR-Table S1: Firmographics Ethnicity
54 LPR-Table S1: Firmographics RaceStatus
55 LPR-Table S1: Firmographics Veteran
56 LPR-Table S1: Firmographics MinorityStatus
57 LPR-Table S1: Firmographics BusinessType
58 LPR-Table S1: Firmographics Revenue
59 LPR-Table S1: Firmographics Franchise
60 LPR-Table S1: Firmographics Business Phase
61 LPR-Table S1: Firmographics Marketing Budget
62 LPR-Table S1: Firmographics Do you have a digital advertising budget?
63 LPR-Table S1: Firmographics Have you adopted any technology to help run your business?
64 LPR-Table S1: Firmographics Geo Category


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