According to a report, Black business ownership rates declined by about 40 percent between February and April 2020, which was the sharpest decline of any racial group. In response, Meta — formerly Facebook — has big plans this holiday season that involve amplifying small Black-owned businesses.

To kick it off, during the inaugural Forbes Next 1000 Summit, the company announced a partnership with Grammy award-winning artist Ciara, as they plan “to redistribute the energy of the biggest physical retail day” to spotlight Black-owned businesses impacted by COVID-19.

“In the US, Black-owned businesses have been among the hardest hit by the pandemic, and this holiday season will be ‘make or break’ for many,” said Chief Operating Officer Sheryl Sandberg. “One way we can all make a difference is through conscious shopping, which is why I’m thrilled to partner with Ciara to support #BuyBlack and do what we can to help Black-owned small businesses.”

Under the partnership, starting Nov. 22, shoppers will have exclusive access to Ciara’s #BuyBlack Friday Gift Guide on the Facebook Shopping Tab, featuring an array of products from Black-owned businesses.

“It’s important that we give as many brands as possible the opportunity to sell as many products as possible this holiday season. I want to encourage you to not just buy this holiday, but to #BuyBlack,” Ciara said, according to information provided exclusively to AfroTech.

The singer will also select 10 Black-owned businesses to receive face-to-face marketing mentorship through Meta Elevate. Through the program, businesses will be supported by Meta for six weeks and they will craft intentional marketing campaigns for social platforms Facebook and Instagram. Selected businesses will also be awarded scholarships for Meta Blueprint’s digital marketing skills certificate, fulfilling the companies mission to create a path for minority businesses to succeed.

In addition, Meta will make a $250,000 donation to the U.S. Black Chambers to provide aid to businesses hit hard by the pandemic and provide $100,000 in ad credits and creative support for companies to have an opportunity to bring their acquired knowledge to fruition.

For eager shoppers who may want to get a head start on their holiday shopping while waiting for Ciara’s anticipated list, Sandberg has also curated a #BuyBlack Instagram gift guide.

Check it out below.

View this guide on Instagram

A guide shared by Sheryl Sandberg (@sherylsandberg)

Meta Elevatem Meta Blueprint

Sign up for our daily Newsletter.