In response to requests from policymakers for additional context for Small Business Pulse Survey (SBPS) measures of the impact of COVID-19 on small businesses, we researched developing estimates by owner characteristics and rural/urban locations. Leveraging geographic coding on the Business Register, we create estimates of the effect of the pandemic on small businesses by urban and rural designations. A more challenging exercise entails linking micro-level data from the SBPS with ownership data from the Annual Business Survey (ABS) to create estimates of the effect of the pandemic on small businesses by owner race, sex, ethnicity, and veteran status. Given important differences in survey design and concerns about nonresponse bias, we face significant challenges in producing estimates for owner demographics. We discuss our attempts to meet these challenges and provide discussion about caution that must be used in interpreting the results. The estimates produced for this paper are available for download. Reflecting the Census Bureau’s commitment to scientific inquiry and transparency, the micro data from the SBPS will be available to qualified researchers on approved projects in the Federal Statistical Research Data Center network.