(WJAR) — For a growing number of consumers, October marks the start of the holiday shopping season.

But can small businesses keep up with deals from Amazon, Target and more – especially with shoppers more cost conscious than ever?

Constant Contact recently polled thousands of small businesses, and found most are cautiously optimistic about the upcoming holiday season.

Sarah Jordan, chief marketing officer for Constant Contact, said its survey indicates shoppers want to support small businesses; however, small businesses are aware that those shoppers are still dealing with incredibly high prices, thanks to inflation.

“Some of those lagging effects that a lot of small business owners and consumers are feeling with inflation and spending concerns I think are still there, compounded with – for most small business this is a bit of a stressful time,” explained Jordan. “Going into the holiday season, there’s a lot of pressure for them to have a lot of their business come through from shoppers during the holiday season.”

Jordan said, in an effort to save money, consumers are starting their holiday shopping earlier than ever.

With deal days from major retailers like Amazon, Target and Walmart starting next week, it’s imperative for small businesses to get their deals in front of customers early, as well – even if some customers aren’t “ready” to see holiday deals in October.

“You see it from the big retailers, so while there might be somewhat of irritation, I think it’s kind of fair game once you get into October,” Jordan said.

While many small businesses simply can’t compete with the prices that some of these larger retailers offer, Jordan says that most of the consumers they surveyed still want to support small businesses for at least some of their holiday shopping.

She said in many cases, they’re willing to spend a bit more at small businesses because they know those dollars can benefit their community.