<?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:ns2="http://www.sec.gov/edgar/common">
    <headerData>
        <submissionType>144</submissionType>
        <filerInfo>
            <filer>
                <filerCredentials>
                    <cik>0001317600</cik>
                    <ccc>XXXXXXXX</ccc>
                </filerCredentials>
            </filer>
            <liveTestFlag>LIVE</liveTestFlag>



        </filerInfo>
    </headerData>
    <formData>
        <issuerInfo>
            <issuerCik>0001050377</issuerCik>
            <issuerName>PC CONNECTION, INC.</issuerName>
            <secFileNumber>000-23827</secFileNumber>
            <issuerAddress>
                <ns2:street1>730 Milford Road</ns2:street1>
                <ns2:city>Merrimack</ns2:city>
                <ns2:stateOrCountry>NH</ns2:stateOrCountry>
                <ns2:zipCode>03054</ns2:zipCode>
            </issuerAddress>
            <issuerContactPhone>(603) 683-2000</issuerContactPhone>
            <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>JACK L FERGUSON &amp; ALYCE FERGUSON</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
            <relationshipsToIssuer>
                <relationshipToIssuer>Director</relationshipToIssuer>
            </relationshipsToIssuer>
        </issuerInfo>
        <securitiesInformation>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <brokerOrMarketmakerDetails>
                <name>Morgan Stanley Smith Barney LLC Executive Financial Services</name>
                <address>
                    <ns2:street1>1 New York Plaza</ns2:street1>
                    <ns2:street2>38th Floor</ns2:street2>
                    <ns2:city>New York</ns2:city>
                    <ns2:stateOrCountry>NY</ns2:stateOrCountry>
                    <ns2:zipCode>10004</ns2:zipCode>
                </address>
            </brokerOrMarketmakerDetails>
            <noOfUnitsSold>3000</noOfUnitsSold>
            <aggregateMarketValue>177348.00</aggregateMarketValue>
            <noOfUnitsOutstanding>26271521</noOfUnitsOutstanding>
            <approxSaleDate>11/10/2023</approxSaleDate>
            <securitiesExchangeName>NASDAQ</securitiesExchangeName>
        </securitiesInformation>
        <securitiesToBeSold>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <acquiredDate>11/18/2011</acquiredDate>
            <natureOfAcquisitionTransaction>Exercise of options under a registered plan</natureOfAcquisitionTransaction>
            <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
            <isGiftTransaction>N</isGiftTransaction>
            <amountOfSecuritiesAcquired>1500</amountOfSecuritiesAcquired>
            <paymentDate>11/18/2011</paymentDate>
            <natureOfPayment>Cash</natureOfPayment>
        </securitiesToBeSold>
        <securitiesToBeSold>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <acquiredDate>09/01/2020</acquiredDate>
            <natureOfAcquisitionTransaction>Restricted stock vesting under a registered plan</natureOfAcquisitionTransaction>
            <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
            <isGiftTransaction>N</isGiftTransaction>
            <amountOfSecuritiesAcquired>500</amountOfSecuritiesAcquired>
            <paymentDate>09/01/2020</paymentDate>
            <natureOfPayment>Not Applicable</natureOfPayment>
        </securitiesToBeSold>
        <securitiesToBeSold>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <acquiredDate>06/01/2019</acquiredDate>
            <natureOfAcquisitionTransaction>Restricted stock vesting under a registered plan</natureOfAcquisitionTransaction>
            <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
            <isGiftTransaction>N</isGiftTransaction>
            <amountOfSecuritiesAcquired>500</amountOfSecuritiesAcquired>
            <paymentDate>06/01/2019</paymentDate>
            <natureOfPayment>Not Applicable</natureOfPayment>
        </securitiesToBeSold>
        <securitiesToBeSold>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <acquiredDate>08/31/2018</acquiredDate>
            <natureOfAcquisitionTransaction>Restricted stock vesting under a registered plan</natureOfAcquisitionTransaction>
            <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
            <isGiftTransaction>N</isGiftTransaction>
            <amountOfSecuritiesAcquired>500</amountOfSecuritiesAcquired>
            <paymentDate>08/31/2018</paymentDate>
            <natureOfPayment>Not Applicable</natureOfPayment>
        </securitiesToBeSold>
        <nothingToReportFlagOnSecuritiesSoldInPast3Months>Y</nothingToReportFlagOnSecuritiesSoldInPast3Months>
        <remarks>Sales that were executed on November 10, 2023 are being reported on this Form 144 filed on November 13, 2023 given the EDGAR system was not accepting filings on November 10, 2023 in observance of the federal holiday.</remarks>
        <noticeSignature>
            <noticeDate>11/10/2023</noticeDate>
            <planAdoptionDates/>
            <signature>/s/ Jack L Ferguson</signature>
        </noticeSignature>
    </formData>
</edgarSubmission>
[{"type": "144", "sequence": "1", "filename": "primary_doc.xml", "secsgml_size_bytes": 5350}]
144
0001317600
XXXXXXXX
LIVE
0001050377
PC CONNECTION, INC.
000-23827
730 Milford Road
Merrimack
NH
03054
(603) 683-2000
JACK L FERGUSON & ALYCE FERGUSON
Director
Common
Morgan Stanley Smith Barney LLC Executive Financial Services
1 New York Plaza
38th Floor
New York
NY
10004
3000
177348.00
26271521
11/10/2023
NASDAQ
Common
11/18/2011
Exercise of options under a registered plan
Issuer
N
1500
11/18/2011
Cash
Common
09/01/2020
Restricted stock vesting under a registered plan
Issuer
N
500
09/01/2020
Not Applicable
Common
06/01/2019
Restricted stock vesting under a registered plan
Issuer
N
500
06/01/2019
Not Applicable
Common
08/31/2018
Restricted stock vesting under a registered plan
Issuer
N
500
08/31/2018
Not Applicable
Y
Sales that were executed on November 10, 2023 are being reported on this Form 144 filed on November 13, 2023 given the EDGAR system was not accepting filings on November 10, 2023 in observance of the federal holiday.
11/10/2023
/s/ Jack L Ferguson