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Running a small business has always required balancing competing priorities, but in 2026, one constraint stands out above the rest: time.
New data from the Small Business Expo Research Desk (n=372) reveals that nearly half of small business owners say the one thing they would change about running their business today is having more time. The finding suggests that operational demands—not just financial pressures—are shaping how entrepreneurs experience day-to-day business ownership.
While costs, technology, and hiring challenges remain relevant, the data indicates that time is the most limited and most valuable resource for small business owners.
Highlights
- Most interesting finding: 46.5% of small business owners say more time is the single biggest improvement they need.
- Cost reduction ranks second at 29.0%.
- 18.3% identify better technology as the top improvement.
- Only 6.2% prioritize easier hiring.
- Sample size: n = 372.
Time Is the Dominant Constraint
When asked what they would change most about running their business, respondents overwhelmingly selected more time.
Top Improvement Needed (n=372)
- More time — 173 (46.5%)
- Lower costs — 108 (29.0%)
- Better technology — 68 (18.3%)
- Easier hiring — 23 (6.2%)
The gap between time and the next closest category—cost—is substantial. Small business owners are over 1.5 times more likely to prioritize time over cost reduction.
This finding highlights a shift in how business challenges are experienced. While financial pressure remains important, many entrepreneurs appear to be more constrained by workload and operational demands.
Cost Pressure Remains Important—but Secondary
Cost reduction ranks second, with 29% of respondents identifying it as their top priority.
This reflects ongoing concerns around:
- Rising input costs
- Labor expenses
- Software and subscription fees
However, the fact that fewer respondents prioritize cost over time suggests that financial pressure is not the only—or even the primary—constraint.
This aligns with broader research indicating that small business owners often face time scarcity as a major operational challenge, particularly as they take on multiple roles within their organizations.¹
Technology as a Potential Solution
Nearly one in five respondents (18.3%) selected better technology as the top improvement.
While this ranks third overall, it may be closely connected to the top finding.
Technology is often used to:
- Automate repetitive tasks
- Streamline workflows
- Reduce manual effort
In that sense, the demand for better technology may reflect an effort to address the underlying issue of time constraints.
According to McKinsey, digital tools and automation are increasingly used by small businesses to improve efficiency and reduce operational burden.²
Hiring Is a Lower Priority Than Expected
Only 6.2% of respondents identified easier hiring as their top priority.
This is notable given that hiring challenges are frequently cited in small business discussions.
The data suggests that:
- Hiring may still be difficult, but not the most urgent issue
- Owners may be more constrained by time and workload than by staffing availability
This reinforces the idea that many businesses are struggling more with capacity and efficiency than with access to labor.
An Operational Challenge, Not Just a Financial One
Taken together, the findings point to a broader conclusion:
The primary challenge facing small business owners is operational, not purely financial.
Owners are managing:
- High workloads
- Multiple responsibilities
- Limited time for strategic planning
In this context, improvements in efficiency—whether through technology, delegation, or process optimization—may have a greater impact than cost reductions alone.
Final Takeaway
The data makes one point clear: time is the most valuable and most constrained resource for small business owners in 2026.
Nearly half of respondents say that having more time would be the single most important improvement to their business—outpacing cost reduction, technology upgrades, and hiring.
For small businesses looking to improve performance, the focus may not just be on spending less, but on operating more efficiently.
Footnotes
- U.S. Small Business Administration. Small Business Challenges and Priorities. https://www.sba.gov
- McKinsey & Company. The Digital Transformation of Small Businesses. https://www.mckinsey.com
Related: 41% of Small Business Owners Report Rising Software Costs