The holiday season is a time of great opportunity for businesses of all sizes, as holiday sales represent around 19% of annual sales for most businesses. Yet, it can also be particularly challenging for small businesses trying to compete with the retail giants. Despite concerns about higher prices, U.S. consumers still plan to do their part to support small businesses this holiday season. SMBs can capitalize on this by emphasizing that they’re a small business and touting the advantages they offer over larger retailers. While competing with large retailers during the holidays may seem daunting, small businesses have unique advantages they can leverage. By building a strong online presence, offering personalized products and customer service, embracing your local identity, and optimizing inventory management, you can help position your small business so it can thrive during the most wonderful time of the year.