A new report from SumUp, a global fintech company, has revealed that 71% of UK small and medium-sized enterprises do not actively use social media to track viral trends, potentially missing opportunities to boost revenue.
The survey, conducted by OnePoll in October 2025, questioned 500 UK small business owners and decision-makers operating online, through brick-and-mortar stores, or both. It examined how SMEs identify emerging trends, the impact of adopting them, and the risks involved.
Half of SMEs say they feel confident in their ability to identify emerging trends. Of these, 13% describe themselves as very confident and actively track trends while adapting their offerings. A further 37% say they are confident enough to make occasional adjustments.
However, 24% struggle to judge which trends are relevant to their business, and 15% admit they lack confidence in spotting trends or do not track them at all.
More than a third of respondents, 34%, rely on industry news and events for inspiration. Only 29% turn to social media to discover viral trends.
Other methods of identifying trends include customer requests or feedback at 25%, competitor analysis at 21%, and suppliers or partners at 18%. Meanwhile, 14% say they do not actively seek out trends that could affect their business.
Monitoring relevant content on social platforms can help businesses respond to changing consumer behaviour, popular products, and lifestyle shifts, allowing them to remain relevant and increase engagement.
For many SMEs, the perceived risks of following trends outweigh the potential rewards. The most common concern, cited by 26%, is wasting time on short-lived fads that can result in excess stock or materials. Financial risk is considered too high by 15%, while 13% worry about investing in stock that remains unsold.
Another 13% question whether trends will appeal to existing customers or attract new ones, and the same proportion fear appearing to imitate competitors by adopting trends too late. Additionally, 12% are concerned about diverting attention from their best-selling products. Only 18% associate no risk with following trends.
Despite these concerns, outcomes are largely positive for businesses that embrace trends. More than a third, 34%, report a positive impact, including 10% who experienced a significant boost. A further 15% saw no measurable impact, and just 2% reported a negative outcome.
Nearly half of SMEs, 46%, say they have not adopted any new trends in the past year.
Cafés, restaurants, and other hospitality businesses show higher engagement with trend adoption. More than half, 52%, use social media to identify new trends such as viral food items or seasonal menu ideas, compared with 29% overall. Industry news guides 36%, while 32% look to customer requests.
Confidence levels are also higher in the sector, with 66% feeling confident or very confident in spotting and acting on trends. 59% report positive effects, including 18% who saw a significant boost.
However, concerns remain. 26% worry about short-lived fads, 21% about unsellable stock or ideas, and 19% about keeping up with rapid changes.
Current search data highlights strong demand for indulgent treats and global flavours. The most searched-for products include matcha with 15.3 million in popularity, bubble tea at 6.8 million, Dubai chocolate at 4.8 million, banana bread at 4.0 million, and pistachio at 3.6 million.
Corin Camenisch, product marketing lead at SumUp, said: “As champions of small businesses, our research highlights the unique challenges and opportunities SMEs face when navigating trends.”
“Success can often depend on the ability to spot and act on emerging trends, whether it’s incorporating a seasonal drink to your menu or investing in viral products. We ran this survey to capture first-hand experience from SMEs navigating the process of turning trends into revenue.”
The survey concludes that while many SMEs remain cautious about following trends, those that do are more likely to report positive business outcomes.