This year, Google is launching its annual Black Friday campaign with a new initiative called “Black-Owned Friday”. The program is aimed at spotlighting and supporting Black-owned businesses and products, 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.

The goal of the program is to help redirect some of the Black Friday spending towards Black-owned and operated businesses. To achieve this, Google has created 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. This program is a positive move towards supporting and celebrating Black-owned businesses and products within the holiday shopping season.