This year, Google has launched its annual Black Friday campaign with a new initiative called “Black-Owned Friday.” The program aims to support and promote Black-owned businesses and products by encouraging shoppers to buy from smaller, local brands.

Now in its fourth year, the “Black-Owned Friday” program is a partnership between Google and the U.S. Black Chambers, Inc. Its goal is to help redirect some of the Black Friday spending towards Black-owned and operated businesses. The program features a mini-site showcasing products from Black-owned businesses, along with a new music video from actor Keke Palmer. Additionally, there’s a dedicated search tool to help shoppers find local Black-owned businesses and a collection of tips for these brands to maximize their seasonal promotions.

Google’s initiative is designed to provide more specific focus for smaller brands within the big-name rush of Black Friday. By highlighting and supporting these organizations, the program aims to expand their reach and sales potential during the holiday shopping season. Overall, this move by Google is a positive step towards celebrating and promoting Black-owned businesses and products within the retail landscape.