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Black-owned small businesses have been hit particularly hard by the COVID-19 pandemic, with nearly half closing their doors in the first few months of lockdowns. While some have reopened and rebounded, nearly 60% of minority-owned small businesses remained extremely or very concerned about the financial viability of their business coming out of the pandemic.

I can certainly relate. Having just launched our line of luxury, organic skin care products at Macy’s the year before, our small business saw 60% of our business virtually disappear overnight.

Fortunately, this holiday season things are looking a bit brighter. Businesses are open, people are feeling more confident going out and, even despite supply chain issues, the holiday shopping season already feels almost normal for many of us as both business owners and consumers. Perhaps that’s why I’m among the nearly 60% of business owners who feel hopeful about the next 12 months.

While things certainly got started much earlier this year, with Black Friday deals beginning in October, there’s still time for minority-owned businesses to capitalize on the renewed sense of hope and normalcy. In fact, now is a great time to leverage some relevant, new trends to grow your business and a loyal fan base this holiday season.

Kristy Alexander

Writing since December 2021 · 1 story contributed