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Shoppers Flipping the David Vs. Goliath Narrative This Holiday

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The David vs. Goliath narrative in retail frames small mom-and-pop retailers as the helpless little guys being steamrolled by Goliath in the form of Amazon and its seemingly bottomless resources. And while there’s certainly some truth to that understanding of Amazon’s outsize influence in the industry, this holiday consumers don’t see their options as an…

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