A new report from fintech company SumUp has found 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 among 500 UK small business owners and decision-makers, examined how SMEs identify emerging trends, the risks involved in adopting them, and the operational impact. SumUp said the research aimed to highlight the challenges and opportunities SMEs face as consumer preferences shift rapidly.
Half of SMEs, 50%, said they are confident in spotting emerging trends. Of these, 13% described themselves as very confident and said they actively track trends and adapt their offerings. A further 37% feel confident enough to make occasional adjustments.
However, 24% struggle to determine which trends are relevant to their business, while 15% admit they lack confidence in spotting trends or do not track them at all.
More than a third of SMEs, 34%, rely on industry news and events for insights, while 29% use social media to identify viral trends. Customer requests or feedback are cited by 25%, competitor analysis by 21%, and insights from suppliers or partners by 18%. 14% said they do not actively seek out trends that could affect their business.
For many SMEs, limited budgets heighten the risks of trend adoption. The main concern, cited by 26%, is wasting time on short-lived fads that result in unsold stock or materials. Financial risks worry 15%, while 13% fear investing in stock that may not sell. A further 13% are concerned about whether trends will resonate with existing customers or attract new ones, and the same proportion worry about appearing to imitate competitors by joining too late. 12% are concerned about diverting focus from best-selling products. Only 18% believe there is no risk in following trends.
Among SMEs that have adopted trends, outcomes are largely positive. 34%t reported a positive impact, including 10% who experienced a significant boost. 15% saw no measurable impact and 2% reported a negative outcome. Nearly half, 46%, had not adopted any new trends in the past year.
The hospitality sector, including cafés and restaurants, shows higher engagement with trends. 52% use social media to identify viral food items and seasonal menu ideas. Industry news is used by 36%, customer requests by 32%, suppliers by 23%, and competitors by 21%.
Confidence levels are higher in this sector, with 66% feeling confident or very confident in identifying and acting on trends. 59% reported positive effects from adopting trends, including 18% who saw a significant boost. However, 26% are concerned about short-lived fads, 21% about unsellable stock or ideas, and 19% about keeping up with rapidly changing preferences.
Current trending products in the café and restaurant sector reflect demand for indulgent and globally inspired flavours. Matcha holds a 15.3 million popularity metric and has been a staple since 2015. Bubble tea stands at 6.8 million. Dubai chocolate, pistachio-filled and popular since late 2023, has a 4.8 million popularity metric. Banana bread reaches 4.0 million, while pistachio alone registers 3.6 million, boosted by the success of Dubai chocolate.
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.”