When a small business makes someone willing to sit through traffic, skip the nearest option, and drive over an hour just for “the good stuff,” that’s not convenience – it’s connection.
Our survey of 3,014 people uncovered the most devotion-worthy small businesses across the U.S. – the kind of places that customers go out of their way for.
Beyond the list itself, there’s a story about taste, nostalgia, community, and the quirky corners that stick with us long after we’ve moved zip codes.
So, what can we learn from this ranking? Quite a bit, actually.
Key Findings
Food still rules the heart (and road trips).
Many of the top-ranking businesses involve food – especially the comforting kind. Biscuits, pancakes, fries, and barbecue dominate the top ten.
These aren’t just meals; they’re rituals.
And often, they’re tied to memory. It’s no surprise that travelers are detouring for a place that reminds them of their childhood or a special family vacation.
Nostalgia is a driving force – literally.
Shops like Chaps Ice Cream in Virginia or Polly’s Pancake Parlor in New Hampshire aren’t flashy.
They’re throwbacks, and that’s the point.
Customers return not just for the product, but for a feeling – something rooted in tradition, familiarity, and a slower pace that’s getting harder to find.
Regional pride is very real.
A lot of these businesses are local legends that have become cultural touchstones.
Thrasher’s French Fries in Maryland, for instance, isn’t just a food stand – it’s a rite of passage for generations of beachgoers.
These aren’t chains; they’re cherished threads in the fabric of their towns.
Bookstores are quietly powerful.
Amid all the sugar and salt, independent bookstores made a surprisingly strong showing.
From Greenlight Bookstore in Brooklyn to The King’s English in Salt Lake City, people are still seeking out physical places to browse, linger, and discover.
It’s a reminder that tangible experiences still matter in a digital world.
Second cities and small towns shine.
While you’ll spot names from Brooklyn and L.A., most of the list is made up of places off the beaten path – Sugar Hill, Montpelier, Ocean Springs.
In other words: the businesses that earn loyalty often aren’t in the biggest markets.
They’re the gems you stumble upon or hear about from a friend, and once you go, you’re hooked.
It’s not always about scale – it’s about soul.
What links all these businesses isn’t budget or size. It’s identity. Each one feels specific, character-rich, and rooted in its community.
They’re places with stories, and customers who want to be part of that story – even if it means driving 60 minutes to do so.
Final Thoughts
This list isn’t just a roundup of good biscuits and vintage bookshops – it’s a snapshot of what people value in an increasingly homogenized world.
Personality over polish. Passion over packaging. And above all, connection over convenience.
These are the places that remind us why “shop small” isn’t just a slogan – it’s a love letter to the spots that make America’s towns and cities feel like home.
Methodology
Online panel survey of 3,104 people. We used a two-step process to ensure representativeness through stratified sampling and post-stratification weighting.
Respondents are carefully chosen from a geographically representative online panel of double opt-in members. This selection is further tailored to meet the precise criteria required for each unique survey. Throughout the survey, we designed questions to carefully screen and authenticate respondents, guaranteeing the alignment of the survey with the ideal participants.
To ensure the integrity of our data collection, we employ an array of data quality methods. Alongside conventional measures like digital fingerprinting, bot checks, geo-verification, and speeding detection, etc. each response undergoes a thorough review by a dedicated team member to ensure quality and contextual accuracy. Our commitment extends to open-ended responses, subjecting them to scrutiny for gibberish answers and plagiarism detection.
