To celebrate Black History Month, Google has partnered with the U.S. Black Chambers, Inc. to launch its latest “Black-Owned Friday” initiative as part of its annual Black Friday campaign. The program aims to highlight and support Black-owned businesses and products, encouraging shoppers to buy from smaller, local brands.

The fourth year of the “Black-Owned Friday” program 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. This program is a positive move towards supporting and celebrating Black-owned businesses and products within the holiday shopping season.