Small and medium-sized enterprises (SMEs) in the United Kingdom are heading into the 2025 holiday period with renewed optimism, according to new data from FedEx. Nearly eight in ten internationally trading UK SMEs expect stronger holiday sales this year compared to 2024, with a growing share of that business driven by global e-commerce activity.
The survey, conducted in September 2025, canvassed more than 1,200 SMEs across nine European markets that trade internationally. It explored expectations for the 2025 holiday trading season and for e-commerce festivals such as Black Friday on 28 November and Cyber Monday on 1 December.
Across the continent, UK SMEs emerged among the most confident. Almost a third (31%) of respondents in the UK said they expect sales to be significantly better than last year, and a further 48% predict they will be slightly better. The most optimistic sentiment was reported in Turkey (95%), Poland (87%), and the Netherlands (85%), while Italy (66%), Spain (78%), and Germany (76%) were more cautious.
UK SMEs anticipate that more than a third (38%) of their holiday season sales will come from regions outside Europe. The United States remains the leading overseas market for British exporters, cited by 72% of respondents, followed by other European countries (68%), the Middle East (43%), Africa (29%), Latin America and the Caribbean (25%), and Asia-Pacific (20%). This pattern reflects the expanding global reach of UK SMEs, many of which continue to use digital platforms to reach customers beyond traditional European markets.
Eighty-eight percent of UK businesses surveyed view major e-commerce shopping festivals such as Black Friday, Cyber Monday, and Singles’ Day as important to their seasonal performance. Almost half (49%) consider them very important, with another 39% describing them as somewhat important. That proportion rises even higher among European SMEs dealing in both consumer and business goods (94%), indicating that digital sales events are increasingly central to B2B as well as retail strategies.
“Our latest figures show a real sense of optimism for the peak holiday season, highlighting the remarkable resilience of internationally trading UK SMEs,” said Alun Cornish, Managing Director of UK Operations at FedEx. “With eight in ten predicting stronger holiday sales than last year, this is a clear sign of confidence and growth in the sector.”
He added: “British SMEs are taking control. They’re using the power of e-commerce events not only at home, but as a strategic tool to reach new customers in global markets. These findings challenge the perception that events like Black Friday are purely consumer-focused, revealing how many B2B businesses are successfully tapping into this surge in demand.”
FedEx said it continues to support businesses with tools designed to streamline international trade and delivery. These include Electronic Trade Documents, which enable customers to submit customs paperwork digitally, and the FedEx SMB Hub, an online resource offering trade guidance, market insights, and best practice materials for exporters.
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