In this special year-end episode, the Upswell team—Annie Burch, Matt C, and Eric Goodstadt—comes together to reflect on the forces that shaped 2025 for small businesses and to share clear-eyed guidance for navigating what lies ahead in 2026. Drawing on thousands of real-world conversations with business owners across the country, the team unpacks the economic realities behind the headlines—and what they actually meant on the ground.

The conversation explores the outsized impact of tariffs, inflation, labor shortages, and shifting consumer behavior, revealing how uncertainty—not collapse—defined the year. Eric shares firsthand insights from months on the road with customers, explaining why delayed spending, tighter wallets, and cautious optimism created a uniquely challenging environment for operators across industries.

They also dive into the growing importance of customer retention, local loyalty, and value-driven decision-making as consumers become more intentional with their dollars. From marketing strategy and channel mix to the evolving role of AI, the team breaks down what’s real, what’s overhyped, and where businesses should—and shouldn’t—invest their time and money next year.

The episode closes on a deeply personal note, honoring the late executive producer Walker Vreeland and the lasting impact he had on the show and its hosts. Thoughtful, candid, and grounded in lived experience, this conversation offers both perspective and encouragement—reminding business owners that while 2026 may bring challenges, resilience, adaptability, and optimism remain their greatest competitive advantages.