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Thanksgiving is here. And Chanukah too. Christmas, Kwanzaa, New Year’s Day, Three Kings Day, Chinese New Year and so many other holidays will be celebrated in homes across the USA. Some are tied to faith, some to custom or to deeply held beliefs. In a world where so much is hard to understand, we think of celebration as making meaning.

Happy holidays to all of our friends and colleagues, the clients we serve and the people who step up to lead. Happy holidays to the businesses we celebrate and the entrepreneurs and workforce that bring their products and services to market every day. And happy holidays to all customers – all of us who trade hard earned money for things we want and things we need.

Let’s face it: we know that it costs money to celebrate most holidays. Whether we are deeply grounded in sincere and humble gestures or picking out a high ticket or lifetime item for someone we love, it is a time of year where we tend to reach for our wallet more than just a little bit. In fact, Americans are expected to spend more than a billion dollars in the next month and a half just to be part of the cheer.

This holiday season, when we spend to celebrate, let’s make meaning with money. Let’s make intentional choices about where we spend our hard-earned cash. Let’s be….you guessed it: conscious customers.

When we consciously include Black and Latin-owned businesses – and businesses owned by members of other historically and continually marginalized groups – in our holiday spending, we make meaning with our money. For gifts, dressing up, decorations, ritual items, food and drink or anything else, we can choose to remember the excellence that exists in places that are sometimes a little harder to find. We can choose to remember that the dollar we put into circulation in communities that are in so many ways cut off from the flow of prosperity, we are investing in meaning.

Here are some ideas that can help you hit a homerun for the holidays by making meaning with your money.



Greeting cards & gift wrapping paper

A Hot Sauce Variety Pack

Real Tennessee Whiskey

  1. Candles | Harlem Candle Company – Black-Owned
  2. Books | The Lit Bar – Latin-Owned
  3. Greeting cards & gift wrapping paper | Kitsch Noir – Black-Owned
  4. Hot Sauce Variety Pack | Hillside Harvest – Black Owned
  5. Most Awarded American Whiskey 2020 | Uncle Nearest  – Black-Owned
  6. Year Of Flavor – Spice Subscription by Loisa Comida Real – Latin-Owned

Conscious Customers helps companies and organizations be more inclusive by putting Black and Latin-owned businesses at the center of their spending and engaging their employees in doing the same with personal and household spending Reach out for more information at