To celebrate Black Friday, Google has launched its latest initiative called “Black-Owned Friday”. This program is a partnership between Google and the U.S. Black Chambers, Inc., and its goal is to spotlight and support Black-owned businesses and products, encouraging shoppers to buy from smaller, local brands.

The “Black-Owned Friday” program is now in its fourth year, and it includes a mini-site featuring products from Black-owned businesses, along with a new music video from actor Keke Palmer. Additionally, there’s a dedicated search tool to find local Black-owned businesses and a collection of tips for these brands to maximize their seasonal promotions.

Google’s initiative aims to provide more specific focus for smaller brands within the big-name rush of Black Friday, potentially helping to expand the reach and sales potential of Black-owned organizations. By supporting and celebrating Black-owned businesses and products within the holiday shopping season, this program is a positive move towards promoting diversity and inclusivity in the retail industry.