The holiday season proves that bigger isn’t always better: Nearly half of seasonal gifts come from small businesses, according to new research.

A survey of 2,000 general population respondents found that on average, those surveyed purchase 44% of holiday gifts from small businesses — a third said they make more than 50% of their purchases from small businesses.

During the holiday season, twice as many people say they prefer to shop at small businesses instead of big box stores (34% vs. 17%), especially Gen X and millennials.

Seven in 10 shared that the holidays would simply not happen without their favorite small establishments (72%).

Conducted by Talker Research in partnership with SurePayroll by Paychex ahead of Small Business Saturday, this sentiment emphasizes how vital American

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