• Eight out of 10 UK SMEs expect holiday season sales to be up on last year
• Over a third (38%) of such sales to be made to customers from outside Europe
• Eighty-eight percent see Black Friday style e-commerce events as key to meeting sales goals

Federal Express Corporation released fresh insights from a survey of small and medium-sized businesses (SMEs) across Europe that trade internationally. The findings predict strong sales for UK SMEs in the run-up to Christmas with nearly 8 in 10 (79%) predicting their holiday season sales will be better this year than in 2024.

Conducted in September 2025, the survey polled more than 1,200 SMEs across nine European markets that trade internationally. It explored business sentiment for the 2025 holiday trading season and expectations for international e-commerce festivals such as Black Friday (28 November) and Cyber Monday (1 December).

The survey findings reveal that those polled are optimistic about holiday sales this year, with almost a third (31%) of SMEs in the United Kingdom expecting sales to be significantly better than last year, and a further (48%) predicting they will be slightly better. Businesses in Turkey (95%), Poland (87%), and the Netherlands (85%) emerged as the nations with the strongest hopes for the holiday season. Italy (66%), Spain (78%) and Germany (76%) were the least optimistic.

Overseas demand for European goods:

On average, UK SMEs predicted that over a third (38%) of their holiday sales would come from regions outside Europe, demonstrating positive demand for European goods. The top five regions with which the UK’s internationally trading SMEs reported doing business are revealed as the US (72%), other European countries (68%), the Middle East (43%), Africa (29%), Latin America and the Caribbean (25%) and Asia-Pacific countries (20%).

e-commerce-led events expected to deliver measurable impact:

The research shows that the majority of UK SMEs polled (88%) see e-commerce shopping festivals, such as Black Friday, Cyber Monday and Singles’ Day, as important to their sales. Just under half (49%) see such festivals as very important, with over a further third (39%) seeing them as somewhat important. The overall proportion of European SMEs agreeing such festivals are important was highest amongst businesses dealing in both consumer and business goods (94%), while those that dealt solely in consumer goods (84%) or business goods (77%) were slightly lower.

“Our latest figures show a real sense of optimism for the peak holiday season, highlighting the remarkable resilience of internationally trading UK SMEs. With eight in ten predicting stronger holiday sales than last year, this is a clear sign of confidence and growth in the sector,” said Alun Cornish, Managing Director of UK Operations at FedEx.

“British SMEs are taking control. They’re using the power of e-commerce events not only at home, but as a strategic tool to reach new customers in global markets. These findings challenge the perception that events like Black Friday are purely consumer-focused, revealing how many B2B businesses are successfully tapping into this surge in demand.”

FedEx is proactively addressing evolving customer needs with its portfolio of smart digital solutions designed to improve supply chain visibility, streamline shipping, and reduce international delivery times. Through tools like Electronic Trade Documents, customers can streamline customs declarations by uploading documents digitally to ensure timely delivery. To further support European SMEs that are expanding their global footprint, the FedEx SMB Hub provides multimedia resources, trade guidelines, and local market insights, equipping businesses with the knowledge and tools to confidently expand and compete across borders.