The way Americans shop has radically changed over the last couple decades. The decline of traditional shopping malls and rise of online shopping followed by the COVID-19 pandemic ushered in an era of uncertainty for many retail small businesses. Yet, recent numbers suggest that American small businesses have finally found their footing when it comes to evolving with the way consumers shop. In fact, mom-and-pop shops across the country experienced a selling frenzy during the last holiday season. Much of that success is due to the full embrace of the digital era of retail.
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