Can Harris’s Economic Plans Sway Small Business Owners to Vote Democratic?

Presidential campaigns often use the backdrop of small businesses — record stores, diners, machine shops — to emphasize their candidates’ authenticity and hometown values. But this election cycle has taken those businesses a bit more seriously.

In speeches and ads, Vice President Kamala Harris has sought to infuse entrepreneurship into her brand — an avowed capitalist, but for the little guy. Her economic policy platform mentions “small business” 77 times, including a section aimed at addressing owners’ needs, such as easing licensing requirements and funneling more federal contracts their way.

It’s not hard to see why a candidate might lean in on Main Street: Small businesses are collectively the most respected institution in American life, according to research from Gallup and Pew. Ms. Harris’s messaging might also help counter former President Donald J. Trump’s reputation as a successful business owner, which continues to bolster his economic credentials among voters despite his many bankruptcies and sometimes fraudulent practices.

Ms. Harris’s focus on small business isn’t completely new. She also took on the issue as vice president, visiting businesses to hand out billions of dollars in loans funded by the American Rescue Plan Act. She often talks about her “second mother,” Regina Shelton — who ran a nursery school in Berkeley, Calif. — as a small-business owner and an integral part of the community.

“Kamala’s economic plans are designed to help people like Mrs. Shelton, so that they have enough in the bank to start a business or pass something on to their kids,” said Felicia Wong, who runs Roosevelt Forward, a progressive advocacy group.