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6 Ways to Support Black-Owned Companies During the Holidays

2020 has presented unprecedented challenges for businesses. COVID-19 has forced the majority of to pivot their methods online and adapt to a growing digital landscape. While some have been able to stay afloat, others don’t have been as successful and a lot of have had to close their own doors permanently as a result.

Black-owned businesses have been disproportionately impacted by the global pandemic. In the United States, 26% of Black-owned businesses shut their doors permanently between February and May of 2020, compared to 11% of white-owned businesses.

That’s why, this christmas season, HubSpot is joining Search engines, the U. S. Black Chambers, Inc., and other businesses participating in Black-owned Fridays — an initiative to drive presence and support for Black-owned businesses.

I spoke with Gianne Doherty, Founder of Organic Bath Co., to learn more about what businesses, and customers, can do to support Black-owned companies during this holiday season. Below are a few thoughts she offered during our own conversation.

How to Support Black-Owned Businesses

1 . Tell someone about a business or item.

Doherty started by saying that the simplest way to support Black-owned companies during the holiday season is to tell people about their products. Whenever you buy something cool or get a good deal, tell a friend. Online customer reviews are great, but a one-on-one discussion is usually the best way to convince someone to check out a business or item you love.

If you don’t know of any kind of Black-owned businesses in your area, Doherty recommends heading to Google and doing a quick search. There are plenty of sources that can direct you to the Black-owned business in your area — one of which is the Official Black Wall Street Directory.

The girl also proposed searching social media marketing sites to find Black-owned businesses online. For instance, if you research “#BlackOwnedBusiness” on Twitter, you can get plenty of accounts managed simply by Black business owners — liking, reposting, and sharing their own content is also a great way to support these businesses.


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2 . Send customers to Black-owned companies.

Word-of-mouth marketing is incredibly important for small businesses, especially if you’re operating in a B2B setting. Doherty noted that customer referrals make a huge impact on buying decisions, because customers will trust each other peoples recommendations more than they’ll rely on your brand’s advertisements. For those who have the opportunity this holiday season, direct a Black-owned business for your customers or peers and help promote their brand.

Doherty also emphasized the significance of focusing on the value of the products and services you’re referring — and not just the fact that they’re Black-owned. After all, “shopping Black or shopping small doesn’t suggest lower quality, ” because she put it. When making the referral, Doherty encouraged people to highlight the benefits of the product or even service along with the fact that they have been created by individuals who have been in the past underfunded.

3. Shop early during the holidays.

The holidays are already a busy time with regard to small businesses, and COVID-19 has made it even more difficult to keep pace with customer demand. In the United States, 99% of minority-owned businesses are small businesses, which means that many you do not have their own shipping operations such as Amazon or Walmart.

The majority of small businesses in the United States use the United States Postal Service (USPS) whenever shipping their products, which can result in delays as orders stack up around the holidays. Doherty suggests that customers try to purchase their products early in the christmas season to avoid any potential issues that might occur with delivery.

4. Be patient with smaller businesses.

Alongside shopping early, Doherty also noted that customers will need to be a little more patient along with small businesses this year. The holidays are actually busy as it is and now, along with COVID-19, many businesses are nevertheless learning how to adapt their marketing and advertising, sales, and customer service techniques. There are likely to be some brand new roadblocks to tackle this year, and customers need to be individual with small businesses as they work to overcome those challenges.

Black-owned businesses have already saw an increase in customer demand this year when searches for Black-owned businesses increased by more than 7, 000% between May and July. Unfortunately, this particular growth has declined considering that, creating a greater need for purchasers to support Black-owned businesses throughout the holidays. While it’s fantastic to see a sudden spark appealing over the summer, Doherty encouraged buyers to continually assistance Black-owned businesses year-round and not simply when it’s trendy.

5. Acquire Black-owned companies.

If you’re a business owner, one way you can partner with black-owned businesses is upon promotional campaigns. Doherty, for instance , has been partnering with other Black-owned businesses to hold giveaways. She’ll give away another brand’s item while that brand can give away one of hers. This can be a great way for each company to boost awareness for the other among their customer bases.

This one example from her company’s Instagram page, where the girl partnered with two additional Black-owned beauty brands to provide away products.

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6. Buy from Black-owned businesses.

At the end of the day, the best way to support Black-owned businesses is to buy their products. Doherty said, “We’re voting with our dollars. ” The businesses where we spend our cash will be the ones that develop and thrive. If we can not consciously shop at Black-owned businesses, we will continue to eliminate them at a disproportionate price. If you really want to support Black-owned businesses this year, go out and buy one of their products and tell a friend about them, too.

These are just a few of the ideas that will Gianne Doherty wanted to talk about for Black-owned Friday. Hopefully it brings some attention to Black-owned businesses, especially those that have been significantly impacted by COVID-19.

If you’re a Black company owner and are looking for ways to optimize your own visibility this season, below are a few resources from Google that can help you reach new customers.

How to Get Support If You’re a Black Business proprietor

Here are three things that Google recommends doing if you’re a Black business owner.

  • Add your business to the U. S. Black Compartments, Inc. ‘s ByBlack listing. You can add your listing and turn into a part of the community for free.
  • Emphasize that your business is Black-owned on your Business Profile on Google. By adding the Black-owned attribute, certainly stand out to customers looking for your business on Google Search and Maps. Here’s how to get started.
  • Get free coaching to help your business achieve new customers, thrive online, and grow. Grow with Search engines Digital coaches provided dedicated support for Black and Latinx small businesses.


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