A new survey reveals Americans buy 44% of their holiday gifts from small businesses, with one-third making over half their seasonal purchases at local stores. The study of 2,000 respondents found twice as many people prefer shopping small businesses over big box stores during holidays (34% vs. 17%). Seventy-two percent say holidays wouldn’t happen without their favorite small establishments. Regular customers have patronized their preferred shops for an average of eight years and know six local owners by name. Nearly two-thirds would travel farther to shop at small businesses rather than larger stores nearby. Holiday tipping also increases, rising 6% from 29% to 35% on average. (Story URL)
