August Small Business Sales Rise 1.3% Despite Continued Drop in Customer Traffic
The Fiserv Small Business Index for August 2026 reported a 1.3% year-over-year increase in sales, while foot traffic fell for the tenth straight month. Consumers are making fewer but larger purchases, remaining selective in their spending. The index itself stayed steady at 145.
The August index showed sales growth of 1.3% year over year, but transactions fell 1.8% while average ticket size rose 3.0%. This pattern held across sectors: restaurants saw flat sales with fewer visits, and gas stations posted a 15.1% sales jump driven by higher prices, not more customers. Grocery sales dipped 1.4% as shoppers sought value. Retail overall grew just 0.6%, with building materials and gas stations the only bright spots.
Month-over-month, sales slipped 0.2% from July, and foot traffic fell for the tenth straight month. Full-service restaurants outperformed limited-service ones, suggesting consumers still choose sit-down experiences occasionally but cut back on quick stops. The index itself remained unchanged at 145, indicating stability despite shifting behavior.
This divergence between sales and traffic could pressure small businesses to rethink staffing and layout, since each visit now carries more revenue weight. Owners may need to invest in higher-margin products or loyalty programs to encourage repeat trips. If traffic keeps falling, some categories—especially limited-service restaurants—could face closures, while gas stations benefit from external price shocks. Consumers, meanwhile, may see fewer options or higher per-item costs as businesses adapt to fewer, larger purchases.