Fourth quarter sales are critical for all retailers, but for small and mid-size businesses, holiday sales are expected to make up a larger percentage of annual revenue in comparison to the industry average of 19 percent, according to Statista. Nearly 60 percent of retailers expect holiday sales to be more than 20 percent of annual revenues, and one-third of those business owners expect the holidays to drive more than 40 percent of total annual sales.

More than half, 56 percent, expect their online store to be the strongest performer, closely followed by marketplaces (15 percent) and brick-and-mortar stores (10 percent), according to Bigcommerce.

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