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And a whopping 84 percent admire those who have started up their own independent enterprise – citing their drive, passion, and creativity as admirable attributes.
TV personality and actor Joe Sugg, an ambassador for American Express Shop Small, which commissioned the research, put his own small business dreams of becoming a greengrocer to the test.
Working with small business owner Bee Pradhan, in Charlton, Joe helped stock shelves and greet customers, to get a taste of all that goes into running a small business.
Joe Sugg said: “Spending the day with Bee, the owner of the Village Green Grocers, opened my eyes to all the skills and dedication needed to turn your dreams into a successful business.
“I may have turned my hand to growing my own produce over the last year or so – but it’s something else being able to make that a successful business.
“Take a look on your local high street and you’ll find so many interesting businesses, run by incredibly passionate, hard-working people.
“I urge everyone to get out there and shop small – it’s never been more important for us to show our support for our local small businesses.”
The research found bookshops topped the list of the top 10 dream businesses people would like to own – followed by cafés, fashion boutiques, restaurants, and pubs.
People are tempted to go it alone due to the prospect of having more independence (28 percent), and being able to pursue a passion (22 percent).
Daniel Edelman at American Express, said: “Many of the small business on our high street represent the fulfilment of someone’s dreams. Although it can be incredibly rewarding, it takes a lot of hard work and determination.
“That’s why we’ve been running our Shop Small campaign in the UK since 2012, and continue supporting Small Business Saturday – to celebrate these small business owners by encouraging everyone to shop small, whether on everyday purchases or a little festive treat.”
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