South African small businesses celebrate their business successes like no other country

Xero, the global small business platform, has published new independent research revealing South African small businesses celebrate their milestones more enthusiastically than companies in any other country surveyed.

With 92% of respondents indicating that they currently celebrate or plan to celebrate their milestones, South Africa stands at the forefront of recognising achievements, far ahead of their peers in other nations.

The study, which surveyed 300 small business owners in South Africa alongside owners from the UK, US, Canada, Australia, New Zealand, and Singapore, highlights key moments critical to small business success.

Xero undertook this research to inspire entrepreneurs to acknowledge their hard work and accomplishments, reinforcing the notion that recognising small wins is just as important as the wins themselves.

Milestones that matter

In a remarkable showing of achievement, more South African small businesses reached a significant milestone within the last three years (86%) compared to any other country in the survey. Notably, the top three milestones celebrated by local businesses include: the ability to pay themselves (55%), securing repeat customers (55%), and garnering positive reviews (49%).

Among the motivations driving South African small business owners, making money (67%) and a sense of personal pride (61%) are at the forefront.

Additionally, a desire to instil pride in those around them (41%) and the passion for solving real problems (41%)—coupled with a commitment to community contributions (38%)—further fuel their entrepreneurial spirit.

Colin Timmis, Regional Director EMEA at Xero, said, “These results reflect the optimism, ambition, and pride of self-made businesses in South Africa. Despite facing unique challenges, these entrepreneurs take the time to celebrate their successes, big or small. Running a small business isn’t easy, but stopping to celebrate those moments is all part of the journey. From making your first sale to getting a five-star review, every win is worth celebrating, and doing so can unlock more growth.”

Taking time to recognise a milestone

According to the research, South African small business owners understand the positive effects of celebrating successes on overall employee morale (92%), performance (89%), and agree it enhances their energy (85%), motivation (88%), and happiness (75%).

Celebrating milestones often takes various forms, with 40% of business owners opting to treat themselves, 27% organising customer giveaways, 22% hosting events, and 20% honouring employee contributions with awards.

Emma Kaye, founder and director of the dog food brand Happy Hounds, shared insights into her team's celebration culture.

Kaye noted that her team recognises daily achievements to cultivate a culture of collective accomplishment and workplace happiness. Happy Hounds has achieved many notable milestones, including the opening of their commercial kitchen and hitting R1 million in revenue.

“A stand-out moment for me was when a customer walked into the shop and burst into tears, saying ‘thank you for giving me my dog back,’ after witnessing the transformation over four weeks on a Happy Hounds diet,” Kaye said.

“Understanding that we have a real impact on improving the lives of dogs and their families is enormous. It’s what drives us.”

BUSINESS REPORT