Ideally, you’re spending money at queer-owned businesses all year long. Read on for a few tips for how to get involved and show your support.
Right now, we’re in Pride Month. As such, many businesses have their best rainbow facepaint on. While it is extremely heartening to see, it’s important to remember that it’s far more crucial to support actual LGBTQIA+ businesses at this time (and really, all year round). Why? The national big-box retailer that changed its social media logo to a rainbow version for June is in little danger of going under.
On the other hand, the queer-owned coffee shop or book store in your neighborhood likely has razor-thin profit margins. So if you enjoy living in a vibrant and diverse neighborhood, or otherwise want to support LGBTQIA+ business owners, your efforts (and dollars spent) will be far, far more appreciated than the money you give to that big-box store.
Plus, queer Americans are more likely to struggle with money, according to 2021 research from The Ascent. And some of these money troubles stem from being paid less on average (queer Americans earn an average of $0.90 per $1 earned by the average straight American, per the Human Rights Campaign). So supporting an LGBTQIA+ business with your dollars makes a real impact and can help address that pay gap. Here are a few moves you can make — and remember to keep it up in July, August, and beyond.
1. Hit up your local Pride festival — and bring money
One of the best ways to learn about LGBTQIA+ businesses in your area during June specifically is to attend your local Pride gathering or festival. There, you’ll likely find queer bakeries, t-shirt printers, jewelry artists, and beyond. The most direct way to support them is to buy things from them. Now is the time to add to your sticker collection, buy some earrings, or even pick up a one-of-a-kind 3D-printed dragon toy for your favorite kid.
And try to pay cash, if you can. The nice thing about cash is that it is likely to be readily accepted by a business operating out of a tent at Pride, and the business owner won’t have to pay credit processing fees that eat into their profits.
2. Leave reviews
If you have a lovely experience at that queer coffee shop, take the time to leave a great review on Google or Yelp. I’m not a business owner, but I am a fervent supporter of local businesses, and I absolutely read reviews ahead of visiting. It’s a fair bet that many people are just like me, and seeing that the neighborhood coffee shop makes a mean breakfast sandwich and the counter staff are friendly and service was prompt could help to drive in additional business and let that shop pad its checking account.
You can also review businesses on their social media pages, and this could not only send strangers to that establishment but also your friends and family. And if you order an item from an LGBTQIA+ business via a site like Etsy, make sure you review the item when you get the email to do so.
3. Take business cards and other advertising tools
You can also just tell people directly about your experience with a business. A good strategy for this is to take business cards, which are likely readily available if you’re checking out a business at Pride, or even make a stop at that local bookstore. My favorite straight ally uses this technique; he picks up business cards to distribute to friends and other potentially interested parties after the fact.
A business card can also be a nice reminder for you to check out that Etsy seller or other e-commerce shop later. And you can even use them to help promote the business in other ways, such as tacking it up on the bulletin board in your local independent grocery store or community center. Remember, businesses don’t make money if no one knows about them.
4. Offer to partner or otherwise engage on a deeper level
If you’re a business owner, see what you can do beyond just buying a queer business’ products yourself. Maybe you have a small bakery and are interested in selling a local artist’s items on consignment, which means you’ll display those for-sale paintings or pieces of jewelry in your shop for your customers to browse and purchase. As items are sold from your establishment, you pay the other business the money from the sale. This is a nice way to give more exposure to a worthwhile business.
Another option to explore is opportunities for partnerships for special events. This can be a great way to keep the connection and support going year-round, rather than just in June. If you’re the one who owns the neighborhood coffee shop, maybe the queer-owned bakery would be interested in a holiday collaboration, where you each cross-promote the other’s special menu offerings. Ultimately, though, you can also just send your customers to that business. If you’re in a tourist area, and you get a lot of out-of-town customers, recommend that they check out your favorite LGBTQIA+ business while they’re visiting.
Remember, small businesses can have a fantastic impact on the communities they serve, and this includes helping unique and worthwhile businesses survive. As the cost of living rises and ordinary folks have less and less disposable income to spend, it’s important that we try to prioritize our spending at businesses that reflect our values and support our communities. This month (and beyond!), give LGBTQIA+ businesses in your area the support they deserve.
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The Ascent does not cover all offers on the market. Editorial content from The Ascent is separate from The Motley Fool editorial content and is created by a different analyst team.Suzanne Frey, an executive at Alphabet, is a member of The Motley Fool’s board of directors. Ally is an advertising partner of The Ascent, a Motley Fool company. The Motley Fool has positions in and recommends Alphabet and Etsy. The Motley Fool has a disclosure policy.
