As the holiday season ramps up, a new AT&T Business survey finds that 77% of U.S. shoppers would complete all their holiday shopping at small businesses, if it were possible. This reflects a notable shift in consumer mindset, one that prioritizes smaller, local retailers over large national chains — assuming price parity.
One of the survey’s key insights is that consumers perceive small businesses as better sources for unique, thoughtful gifts. About 73% of respondents said small shops offer more distinctive items for....