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Google is redefining holiday shopping with the fifth annual Black-Owned Friday campaign, an initiative that highlights and supports Black entrepreneurship. This year’s campaign features a short film directed by award-winning filmmaker Rodney Lucas and stars rapper GloRilla, comedian Druski, and influencer Jayda Cheaves. Together, they bring attention to the impact of Black-owned businesses and inspire shoppers to rethink their holiday spending.

The short film, directed by Lucas, draws on his South Side of Chicago roots and cinematic talent. In the ad, Druski uses Google Maps to visit three Black-owned businesses in Georgia: Royal Crown Barber Shop, The Wellness Spot yoga studio, and Wadada Healthy Market & Juice Bar. Showcasing each business’s unique offerings, the comedian blends humor and heartfelt storytelling to spotlight the significance of supporting local entrepreneurs. “I’m a comedian, but this is serious business,” Druski shared. “Spotlighting Black entrepreneurs shows the power of supporting our own. Plus, who doesn’t love a good smoothie, shape-up, and yoga session? I’m more flexible than I look.”

Rapper GloRilla expressed pride in being part of the campaign, emphasizing how vital it is to uplift Black businesses. “Supporting Black-owned businesses is more than a moment—it’s a movement. It’s how we grow, and I’m proud to be a part of it,” she said. Director Rodney Lucas called the project a deeply personal milestone. “At age seven, my first job was sweeping floors at a Black-owned record shop on the South Side of Chicago,” he shared. “Our film is a cinematic love letter to every Black-owned business that propelled my dreams.”

This campaign marks the fourth year Google has partnered with the U.S. Black Chambers, Inc. (USBC), an organization known as the “National Voice of Black Businesses.” Together, they encourage consumers to support Black entrepreneurs intentionally during the holiday season and beyond.

Participating business owners shared their excitement about being featured. Jeaneatte Sellers, owner of Wadada Healthy Market & Juice Bar, reflected on the impact of community support. “After years of serving our community, I’ve witnessed firsthand how Black-owned businesses empower and uplift. I was proud to share my story and emphasize the importance of intentionally supporting Black-owned businesses.” Ehl-Ahd, owner of Royal Crown Barber Shop in Atlanta’s West End for 25 years, added, “My shop has always been about more than just haircuts—it’s about building a community. Partnering with Google for Black-Owned Friday lets me share that legacy and inspire others to support Black-owned businesses every day.”

Black-Owned Friday is more than just a campaign—it’s a movement to celebrate and invest in the legacy of Black craftsmanship, service, and entrepreneurship. Whether finding a local business through Google Maps or taking inspiration from this year’s short film, the campaign reminds us to make supporting Black-owned businesses a priority. As GloRilla put it, “It’s how we grow.”