What is Pink Friday?

Since 2020, Pink Friday has been a nationwide movement held on the Friday before Black Friday, created to encourage shoppers to discover and support small retailers first during the holiday season.

In 2026, Pink Friday will take place on Friday, November 20th, 2026.

More than just a shopping day, Pink Friday is about celebrating the heart of local economies. It’s a chance for small business owners to showcase their stories, connect with their communities, and remind shoppers why supporting small matters.

The official tagline, #SupportSmallFirst, gives retailers an opportunity to shine a spotlight on their brand, host events, and rally their community before the holiday rush begins.

The History & Impact of Pink Friday

Pink Friday was founded in 2020 by The Boutique Hub, with a simple but powerful idea: what if shoppers supported small businesses before turning to Black Friday deals at big-box stores?

In its first year, hundreds of retailers across the U.S. joined the movement. Within just a few years, that number grew to thousands of small businesses nationwide—from Main Street boutiques to online shops.

Every November, Pink Friday helps small retailers:

• Drive early holiday sales and start the season with momentum
• Educate shoppers about the value of buying small and local
• Build community pride by turning shopping into a celebration

The impact goes beyond sales. Pink Friday has become a cultural movement that reminds people why small businesses matter: they create jobs, support schools and events, fuel local economies, and give neighborhoods their character.

Why Pink Friday Matters

• Supports local economies – shopping small keeps dollars in your community.
• Celebrates diversity & creativity – independent retailers offer unique finds you won’t see at mass retailers.
• Empowers business owners – each purchase helps small business owners thrive.

Pink Friday isn’t just about sales—it’s about making intentional choices that create lasting impact.