BUY BLACK FRIDAY

The pandemic took a toll on small businesses everywhere, but none were affected as much as Black-owned businesses. Facebook decided to do something about it and turned the busiest shopping season of the year into a talk-worthy time to buy Black. The #BuyBlack Friday Show was a LIVE shop-a-thon that got people to directly support business owners in the community. Each of our 5 episodes was dedicated to a different part of the culture and featured Black business owners, celebs, influential figures and conversations that fit the theme. Whether it was hyping up Game-changers, shining light on Black Girl Magic or educating about the African Diaspora, we gave Black voices a space to be heard and a platform they’ve too often been denied. It received 86.8M total views and over 100K clicks to business owners’ websites. From the #BuyBlack Friday live show episodes and gift guide, to adverts in the New York Times and an Instagram challenge, shoppable carousels, shoppable cover photo, digital stickers and more, it's clear that #BuyBlack Friday helped to raise awareness of Black-owned businesses.