<?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>0001293295</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>THOMAS BAKER</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
            <relationshipsToIssuer>
                <relationshipToIssuer>Officer</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>5000</noOfUnitsSold>
            <aggregateMarketValue>321413.50</aggregateMarketValue>
            <noOfUnitsOutstanding>26271521</noOfUnitsOutstanding>
            <approxSaleDate>12/13/2023</approxSaleDate>
            <securitiesExchangeName>NASDAQ</securitiesExchangeName>
        </securitiesInformation>
        <securitiesToBeSold>
            <securitiesClassTitle>COMMON</securitiesClassTitle>
            <acquiredDate>10/29/2021</acquiredDate>
            <natureOfAcquisitionTransaction>Restricted Stock</natureOfAcquisitionTransaction>
            <nameOfPersonfromWhomAcquired>ISSUER</nameOfPersonfromWhomAcquired>
            <isGiftTransaction>N</isGiftTransaction>
            <amountOfSecuritiesAcquired>1307</amountOfSecuritiesAcquired>
            <paymentDate>10/29/2021</paymentDate>
            <natureOfPayment>Not Applicable</natureOfPayment>
        </securitiesToBeSold>
        <securitiesToBeSold>
            <securitiesClassTitle>COMMON</securitiesClassTitle>
            <acquiredDate>03/07/2021</acquiredDate>
            <natureOfAcquisitionTransaction>Restricted Stock</natureOfAcquisitionTransaction>
            <nameOfPersonfromWhomAcquired>ISSUER</nameOfPersonfromWhomAcquired>
            <isGiftTransaction>N</isGiftTransaction>
            <amountOfSecuritiesAcquired>3693</amountOfSecuritiesAcquired>
            <paymentDate>03/07/2021</paymentDate>
            <natureOfPayment>Not Applicable</natureOfPayment>
        </securitiesToBeSold>
        <nothingToReportFlagOnSecuritiesSoldInPast3Months>Y</nothingToReportFlagOnSecuritiesSoldInPast3Months>
        <noticeSignature>
            <noticeDate>12/13/2023</noticeDate>
            <planAdoptionDates/>
            <signature>/s/ Thomas C Baker</signature>
        </noticeSignature>
    </formData>
</edgarSubmission>
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144
0001293295
XXXXXXXX
LIVE
0001050377
PC CONNECTION, INC.
000-23827
730 Milford Road
Merrimack
NH
03054
(603) 683-2000
THOMAS BAKER
Officer
Common
Morgan Stanley Smith Barney LLC Executive Financial Services
1 New York Plaza
38th Floor
New York
NY
10004
5000
321413.50
26271521
12/13/2023
NASDAQ
COMMON
10/29/2021
Restricted Stock
ISSUER
N
1307
10/29/2021
Not Applicable
COMMON
03/07/2021
Restricted Stock
ISSUER
N
3693
03/07/2021
Not Applicable
Y
12/13/2023
/s/ Thomas C Baker