Is It A Certain Time To Support A Business?

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Last week I had a African American woman tell me “Ill support you when it’s the season to support “Black “ businesses. “ I paused ,my first response was to say ,Thank You ,but then when I thought about it and was like ,I don’t want support as a charity.

I cant lie It feels frustrating when support for African American-owned businesses seems to show up only at certain times—like during Black History Month, Juneteenth, or moments of social focus on racial equity.

Everything in me wanted to reply,”Im Here Now”. I just smiled and said my usual “No problem at all.”

So Ive been doing research on the stigma behind supporting a business that is African American owned.

One thing that I have found:

Heightened visibility: Media, schools, and brands often spotlight African American history and culture during those months, which reminds people to “Shop Black.”We actually need support all year round.

Symbolic gestures: Some want to signal solidarity, but may not have built an ongoing habit of supporting our businesses year-round.

Marketing trends: Larger companies and influencers often feature African American businesses as part of campaigns tied to heritage months, which can create a spike in attention that fades afterward.

Lack of awareness or access: Outside of those times, many consumers simply don’t see consistent promotion of African American-owned businesses in their everyday circles.

Which brings me to my thought “Im Here Now.” I have the product ,the packaging and business cards ,now. Why do we receive seasonal support and our counterparts just receive support.

I have yet to see a woman say to Louis Vuitton,”Ill support you during these months.”… If a woman wants a nice handbag,she’ll buy it. No questions asked.

Cultural Dynamics Behind “Seasonal” Support

Performative Allyship:
Some people want to be seen as supportive during Black History Month or after major events. Their support is more about optics than commitment.

Moments of Amplification:
Social media and mainstream brands spotlight African American businesses in February or around Juneteenth. Once the spotlight moves on, so does much of the attention.

Convenience & Awareness Gaps:
Many customers simply don’t know which businesses are African American–owned until these heritage seasons. It’s often an exposure issue, not just a lack of will.

Systemic Habits:
Consumers often return to the same big-box stores or services they’ve always used. It takes conscious effort to change habits, and seasonal pushes often aren’t enough to create lasting change.

How To Build Year-Round Support As A Brand

You can’t control the seasons, but you can guide customers into ongoing loyalty:

1. Stay Visible All Year:

   • Use consistent marketing, social media presence, and storytelling — not just in February or June.

   • Share customer success stories and behind-the-scenes content regularly.

2. Highlight Your Value First:
   People support businesses that meet their needs. Make sure your message is: “We deliver amazing quality and service” — being a Black-owned business is an added point of connection, not the only reason to buy.

3. Build Community Partnerships:

   • Collaborate with local schools, gyms, salons, or influencers year-round.

   • Offer workshops or host events that keep your brand in front of people even outside heritage months.

4. Create Loyalty Programs:
   A points or membership system gives customers a tangible reason to keep coming back.

5. Leverage Email & Text Lists:
   This keeps you connected with your audience no matter what’s trending on social media.

Seasonal support often reveals a visibility gap more than a lack of goodwill. By owning your narrative and staying top-of-mind all year, you encourage people to become consistent customers rather than seasonal supporters.

Im now refocusing my frustration to solutions.

How do I as a African American owned brand gain control of the conversation?

Handling a negative comment in the middle of a pitch can feel tough — especially if it touches on your identity as an African American business owner. The key is to stay calm, professional, and steer the focus back to your value.

Here’s a step-by-step way to navigate it:

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So I am looking through my business and I have found that I receive rave reviews and sourced great product.

So now I am learning to find ways to redefine my responses to woman that put me in a box for shopping.

Makeup is year round business ,the yearly reports show . Now I have to do research to see why woman only want to support during African American seasons.While I am doing my research I am learning these tools during a conversation :

1. Pause and Breathe

Controlling my tone and body language.
Avoid reacting defensively — it shows composure and maturity.

2. Acknowledge, Don’t Argue

If the comment is dismissive or biased, I acknowledge it without escalating:

• “I hear your concern.”

• “That’s an interesting perspective.”

  “I’d like to share more about how we can meet your needs.”

This signals you’re listening, but you’re not validating negativity.

3. Refocus on Value

Bring the conversation back to what your business provides:

• Quality of your service or product

• Proven results and testimonials

• Competitive pricing, convenience, or unique expertise

4. Share Credibility

If appropriate, mention credentials or partnerships that reinforce trust:

• Years of experience

• Certifications (like your cosmetology and trichology background)

• Success stories and repeat clients

5. Stay Professional and Graceful

If the comment crosses into disrespect or prejudice:

• You can calmly set a boundary:

  “I’m committed to serving all my clients with excellence. If we can focus on your needs, I’d love to show you how we can help.”

• If they persist, it’s okay to disengage:

  “It sounds like we may not be the right fit. Thank you for your time.”

Walking away with grace protects your confidence and your brand reputation.

Mindset Shift

Remember: a negative comment often says more about the speaker than about my business.
My calm, clear, and value-driven response can turn an uncomfortable moment into a chance to demonstrate professionalism.

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