Survey Reveals the Top 150 Friendliest Small Businesses in the U.S. [2026]

We talk a lot about “supporting small business,” but we don’t always talk about why certain places earn that loyalty. It’s not just price. It’s not just a product. It’s how you’re treated when you walk through the door.

We analyzed 3,104 consumer responses and cross-referenced them with Google review scores to uncover which businesses feel genuinely welcoming – and the patterns that emerge are more interesting than you might expect.

List of the Top 150 Friendliest Small Business in the U.S. 2026

Key Findings

Bookstores clearly have the friendliest staff.

Independent bookstores appear over and over within our ranking. These include: Powell’s (OR), Strand (NY), Northshire (NY), Tattered Cover (CO), Left Bank Books (MO), Lemuria (MS), RJ Julia (CT), White Whale (PA), Quail Ridge (NC), and many more. 

There is something unique about bookstores that seems to encourage dialogue, recommendations, and unhurried interactions. 

These aren’t quick in-and-out environments – and that space may naturally foster warmth.

Food-based businesses also rank highly.

Chocolatiers, bakeries, popcorn shops, creameries, cafés – food businesses have some of the top customer service in the country. 

Some of the businesses include the Dancing Bear Chocolate (MN), Hell’s Belles Bake Shop (DE), and Lake Champlain Chocolates (VT). 

It makes sense that when a product brings joy, such as chocolate, the staff interaction often mirrors that tone. There’s an emotional component to “treat” businesses that may encourage friendlier exchanges.

Outdoor retailers: knowledgeable staff = friendly staff. 

Outdoor retailers such as bike shops, sporting goods stores, and adventure companies are well known for knowledgeable staff. 

These stores typically require guidance from staff, and it is this expertise that translates into friendliness. 

When customers rely on staff knowledge, friendliness becomes part of the service, not an optional extra.

The Midwest and Mountain states show remarkable consistency.

South Dakota (two 5.0 businesses), North Dakota, Nebraska, Montana, Idaho — these states repeatedly appear near the top. 

It’s hard not to notice a regional through-line: smaller markets, strong local identity, and businesses that function as community anchors rather than anonymous storefronts.

Friendliness isn’t confined to “cute” businesses.

Auto shops (Christian Brothers Automotive OK 4.7), alignment specialists (A Arrow Alignment NV 4.8), electronics stores (Abt Electronics IL 4.8), and even garage door companies (Coastal Garage Door NJ 4.9) rank highly. 

That suggests warmth isn’t about aesthetics – it’s about how problems get solved.

Ratings cluster tightly – but the perception gap matters.

Most businesses fall between 4.5 and 4.9. On paper, those look similar. But when combined with direct consumer sentiment (weighted more heavily), small differences in perceived warmth create meaningful separation. 

A 4.6 that feels transactional won’t land the same way as a 4.6 where staff remembers your name.

Experience-based businesses do well.

Swamp tours (LA), cave adventures (KY), cinemas (RI), breweries (AZ, AK), distilleries (NH). When the product is an experience rather than an object, staff behavior becomes part of the memory – and likely influences how warmly customers rate it.

Independents outperform chains almost universally.

The list skews heavily toward locally owned operators. That’s not accidental. Independent teams often have direct ownership stakes, which may translate into more consistent hospitality.

Community-facing businesses outperform purely transactional ones.

Co-ops, bookstores, specialty grocers, record stores – these are gathering spaces. The physical environment invites conversation.

There’s a trust element in certain categories.

Jewelry, automotive, alignment, electronics – industries where customers can feel vulnerable or unsure. Businesses that thrive here likely earn friendliness through reassurance and transparency.

Final Thoughts

If there’s one takeaway, it’s this: friendliness scales poorly – and that’s a compliment. The highest-scoring businesses tend to operate in environments where staff can slow down, engage, and build rapport.

The geographic spread shows that warmth isn’t a regional stereotype. Yes, the Midwest and Mountain states stand out, but major metros compete strongly when independents maintain a neighborhood feel.

Most importantly, friendliness appears to be a competitive advantage hiding in plain sight. In categories as varied as bookstores, bike shops, jewelry stores, and automotive repair, the common denominator isn’t product – it’s people.

In a landscape increasingly shaped by automation and efficiency, the data suggests something refreshingly simple: customers still remember how you made them feel.