According to Eventbrite’s TRNDS 2025 report, 2025 is shaping up to be a year full of opportunities for small business owners looking to host events. With 71% of event organizers feeling optimistic and 76% of consumers planning to spend the same or more on live experiences, the demand for well-executed events is higher than ever.

For small business owners, events are more than just gatherings—they are powerful tools for brand building, customer engagement, and revenue generation. With new trends emerging, here’s what entrepreneurs need to know to make the most of the event landscape in 2025.

1. Personal Growth and Professional Networking Are Hot Topics

Consumers, particularly Gen Z, are prioritizing self-improvement in 2025. Over 57% of attendees are seeking personal growth experiences, and career networking events are in high demand—yet there’s a gap between interest and availability.

Opportunity for Small Business Owners:

• If your business is in coaching, consulting, or education, consider hosting career development workshops, mentorship meetups, or industry networking events.
• Small business owners can capitalize on this trend by creating intimate learning experiences around skill-building, entrepreneurship, and professional development.

2. Micro-Events Will Dominate the Scene

Bigger isn’t always better. According to Eventbrite, attendance at micro-events grew by 23% in 2024, and demand is increasing. Consumers are craving smaller, more intimate gatherings where they can make meaningful connections.

Opportunity for Small Business Owners:

• Smaller, niche events help build loyal customer communities, whether it’s a private dinner, workshop, or networking roundtable.
• Lower overhead costs mean these events are easier to produce, making them an attractive option for entrepreneurs testing new event concepts.
• Local business owners can host micro-events in their spaces—whether it’s a bookstore, cafe, or boutique—to drive traffic and strengthen customer relationships.

3. Themed and Niche Events Are Driving Engagement

From themed fitness classes to music-inspired pop-ups, cultural trends and fandoms are fueling event attendance. With concert ticket prices soaring, themed gatherings that bring people together around shared interests are on the rise.

Opportunity for Small Business Owners:

• Businesses can create themed experiences around their products or services. Example: A coffee shop hosting a Taylor Swift-themed listening party, or a fitness studio running a Beyoncé-inspired workout class.
• Seasonal or pop-culture-inspired events can be a great way to introduce new products, engage customers, and increase foot traffic.

4. Outdoor and Adventure Experiences Are a Hit

With 60% of consumers looking for nature-based and adventure-driven experiences, there’s a growing interest in outdoor events that promote wellness and community.

Opportunity for Small Business Owners:

• If you run a wellness or lifestyle brand, consider offering hiking meetups, outdoor yoga sessions, or nature-based retreats.
• Sporting goods stores, gyms, or wellness brands can partner with outdoor event organizers to bring their products to adventure-seeking attendees.

5. Building Community = Bigger Business

Events that foster community and connection are becoming high-value experiences, with 80% of attendees willing to pay more for an event that offers a strong sense of community.

Opportunity for Small Business Owners:

• Brands that build community around their events increase customer loyalty and engagement.
• Offering member-exclusive events, loyalty-based ticketing, or community-building experiences (like book clubs, networking groups, or brand ambassador meetups) can drive long-term business growth.

6. Social Media—Especially TikTok—Is the New Event Marketplace

Gen Z and Millennials are finding events through TikTok more than ever, with 30% of Gen Z using TikTok for event discovery and 64% using it as a search engine.

Opportunity for Small Business Owners:

• Use TikTok and Instagram Reels to promote events, featuring behind-the-scenes content, user-generated footage, and influencer partnerships.
• Consider adding ticket links directly in social media posts to make it easier for users to discover and book your events.

Final Thoughts: How Small Business Owners Can Take Advantage

The 2025 event trends present huge opportunities for small businesses to engage with customers, grow their brand, and drive revenue through creative, community-driven events. By tapping into personal growth experiences, micro-events, themed gatherings, outdoor adventures, and social media marketing, small business owners can stay ahead in the evolving event landscape.

With demand rising, the time to start planning is now. Will your business seize the opportunity?