When it comes to Black-owned businesses, how often do we show our support? Though supporting them can be trendy at times, we must be intentional about patronizing Black businesses regularly. After the tragic death of George Floyd in May 2020, support of Black businesses surged, and many wondered how long it would last. However, the dedication to supporting Black lives and Black businesses shouldn’t end when the protests do. When we buy Black, it empowers local communities, creates jobs and opportunities, and celebrates our culture. During Black History Month, we’re sharing how we can support Black-owned businesses today and every day:
1. Spread the word.
According to Invesp, 90% of people trust recommendations from friends and family over any other type of advertising. When you make purchases that you enjoy, take a photo and share on social media while tagging the business in your post. It not only directs people to their social platforms and website, but it may convert to a sale. Never underestimate the power of word-of-mouth marketing.
When you are satisfied with your purchase or service from a Black-owned business, take your support a step further and leave a good review. In a recent study by Spiegel Research Center at Northwestern University, the purchase likelihood for a product with five reviews is 270% greater than a product with zero reviews. Whether it’s on Google, Yelp, or on a business’s website directly, take a few minutes to leave a thorough, positive review. By doing so, you increase the chances of potential customers making a purchase significantly.
Additionally, when given the opportunity, refer people to Black independent contractors. If you know someone in need of a photographer, caterer, or any product or service that’s being requested, your recommendation opens the door for new opportunities, which is invaluable especially in today’s economic climate.
2. Subscribe to newsletters or other communication platforms.
One of the best ways to stay in tune with Black-owned businesses is to subscribe to their newsletter. Newsletters serve as a business owner’s direct line to consumers, not only to keep them connected, but also keep them informed about product releases, special offers, and other updates. More recently, some owners have shifted their business communication to SMS platforms, making it easier to provide fast customer service or support solutions. If interested, feel free to opt in on those platforms as well.
3. Use Black B2B vendors and suppliers.
If you’re a small business owner yourself, you most likely have vendors, suppliers, and other companies that support your business. When those contracts are up for renewal, consider using Black-owned vendors and suppliers. Locating Black-owned companies in every industry has become easier with various search engines, apps, and directories. Find your next vendor with helpful resources like Official Black Wall Street.
4. Reach out to owners directly.
If you’d like to be of service to Black business owners, reach out to them directly. You may be surprised by how you can help, whether it’s with social media, product packaging, or feedback. When you stop in local businesses, make a point to offer your support to the owner, if possible.
5. Go the extra mile.
While online stores make it easy to purchase from Black-owned businesses, in other cases it won’t always be convenient — but we urge you to show your support anyway. You may not find their products in a local store, and there may be times where it takes extra effort to support, but it’s worth it. When supporting Black businesses, sometimes we don’t think about the back-end obstacles business owners face, so kindly extend grace the same way we do with our bigger retailers.