Campaign designed to encourage people to shop at Black-owned businesses
With Black businesses that are closing at twice the rate of others due to the pandemic, Facebook has launched its #BuyBlack Friday campaign in the United States. This innovative holiday program redirects the energy of Black Friday to encourage consumers to #BuyBlack and support Black-owned businesses throughout the entire holiday season.
“The purpose of the campaign is to re-direct the energy of Black Friday towards Black-owned businesses,” said Facebook spokesperson Erica Woods. “The holiday season is a critical time for businesses, and we thought that this would be a great campaign to get folks on Instagram and Facebook to consider shopping at Black-owned businesses during the holiday season.”
Under the #BuyBlack Challenge, which launched October 30, people can tag their favorite Black-owned business on Facebook and use the #BuyBlackChallenge hashtag to automatically invite others to take the challenge via a footer on their post that encourages family and friends to ‘Try It’ too. People can also post on Facebook Stories with the new #BuyBlack Stories Sticker.
Another centerpiece of the campaign is The Facebook #BuyBlack Friday Gift Guide. The gift guide includes ~60 products curated in partnership with the US Black Chambers and will also be available at about.facebook.com/giftguide. Unlike your typical gift guide, this one will be brought to life Live during the #BuyBlack Friday Show. Host Phoebe Robinson will be joined by some business owners from the guide who will share their products with viewers for immediate purchase using Facebook’s new Live Shopping capabilities. South Carolina’s own Tiny Tassel is included in the gift guide featuring The St. Margaret Tassel Earring In Silver. The Tiny Tassel is located in Charleston.
The Instagram @shop account will publish a complementary #BuyBlack Friday Product Guide on Black Friday, highlighting ten inspirational Black-owned businesses. Anyone can view the guide on the @shop profile beginning November 27, 2020.
The Facebook #BuyBlack Friday Show will air Live every Friday at 2 p.m. from Facebook’s Lift Black Voices Hub and the Facebook App and Facebook Inc. pages through November 27. Each episode will celebrate a specific theme and will feature special guests joining host Phoebe Robinson, starting with an all-female roster including musical artist Tayla Parx, NYT Bestselling author, Elaine Welteroth, Janet Mock and many more influential voices across the Black community.
“We really hope that this campaign will help support Black businesses’ ability to showcase their products on the platform and get more customers.”