New England Learnings for UK SMEs: Business Lessons from my Autumn (Fall) Tour
My recent autumn tour through New England – taking in Boston, Salem, Freeport, Bar Harbor, Jackson, Middlebury, Lenox, Newport, and Hyannis – offered more than spectacular fall foliage. As a UK based business coach, I discovered valuable insights about how American independent businesses thrive alongside major chains, lessons that UK SMEs would do well to consider.
The Coexistence Model
One of the most striking observations was how chain stores and independent businesses coexist without the zero-sum battle we see on British high streets. In towns like Freeport and Bar Harbor, major retailers operate alongside thriving local independents, each serving their purpose without cannibalising the other. The key difference? Space and infrastructure. American towns sprawl in ways that UK settlements simply don’t, allowing different retail ecosystems to flourish in parallel rather than competing for the same limited footfall.
Amazon’s Different Impact
The conversation around Amazon destroying high streets feels distinctly different in New England. The infrastructure reality – vast distances, car-dependent communities, and suburban sprawl – means Amazon serves a genuine logistical need rather than replacing a pleasant high street experience. UK SMEs facing Amazon competition might learn from how New England independents differentiate: they focus relentlessly on experience, expertise, and community connection rather than trying to compete on convenience or price.
Customer Service as Standard
American customer service lives up to its reputation. Across every touchpoint – from Salem’s historic attractions to Jackson’s mountain lodges – the baseline level of attentiveness and helpfulness exceeded typical UK standards. This wasn’t obsequious or forced; it was genuine, informed, and proactive. For UK SMEs, this raises an uncomfortable question: have we normalised mediocre service? The warm professionalism I encountered wasn’t just pleasant – it translated directly into repeat business and positive word-of-mouth. We spoke to fellow travellers along the way and gained recommendations as well as making them.
The Power of Place
Each town we visited had cultivated a distinct identity. Newport leverages its Gilded Age mansions, Salem owns its witch trial history, Bar Harbor positions itself as the gateway to Acadia national park. These aren’t accidental – they’re deliberate positioning strategies that help local businesses thrive. UK SMEs often undersell their location’s unique characteristics, assuming everyone knows the story. New England teaches us to lean into local narrative and heritage unapologetically.
Seasonal Business Mastery
Many businesses we encountered had perfected the seasonal model. They maximise the fall tourism surge, then pivot for winter sports or summer holidays. Halloween was a major theme for advertising, offers etc and this was over three weeks before the actual date (there is massive public buy in to this seasonality too!). This acceptance of seasonality – rather than fighting it – allows for sustainable operations and prevents the year-round staffing headaches many UK coastal and rural businesses face. It’s about working with your reality, not against it.
Final Thoughts
The New England independent business landscape thrives not by resisting change or competition, but by understanding their unique value proposition within a different economic ecosystem. UK SMEs can’t replicate American infrastructure, but we can adopt their mindset: exceptional service as standard, authentic connection to place, and strategic acceptance of our operating reality. The autumn leaves may fall on both sides of the Atlantic, but the lessons from New England’s business landscape deserve to take root here at home.
I hope you find this a thought provoking article and can think how you can take some learnings from it, whether you operate as B2C or B2B. Please contact me on rogerpemberton@actioncoach.com if you would like to discuss how you can apply these thoughts into your business plan for 2026 and beyond.
