Black History Month: Respectful Business Marketing
Black History Month is a time to learn about and honor Black history, achievement and culture. It is not a sales event. Small businesses can still take part in a meaningful way, by spotlighting people, sharing knowledge, spending with Black-owned suppliers and paying Black creators fairly. This guide shows how to plan Black History Month marketing that is respectful, useful and consistent with what you do the rest of the year.
Key takeaways
- In the US, Black History Month runs through February. In the UK, it is marked in October, so plan by market.
- Lead with education, people and action, not discounts. A "Black History Month sale" usually lands badly.
- Pay Black creators, speakers and partners properly, and get permission before sharing anyone's photos or posts.
- Make sure what you say in February matches what you do all year, from hiring to suppliers to customer service.
Many owners want to mark the month but worry about getting it wrong. That caution is healthy. The businesses that get criticized are rarely the ones that do something small and sincere. They are the ones that use the moment as a marketing hook, post a generic graphic and then go silent for eleven months, or ask their only Black employee to run the whole thing unpaid.
The approach in this guide is simple: start with your own business, involve the right people, give more than you take and keep going after the month ends. It works whether you run a cafe, a bookshop, an agency, a salon or an online store.
A brief note: anything below about advertising disclosures, data or employment is general information, not legal advice. Rules vary by country, so check the official guidance or speak with a qualified professional where it matters.
Understand the month before you market it
Black History Month began in the US as a way to make sure Black history was studied and recognized, and it has grown into a national observance through February. The UK marks its own Black History Month in October, with a focus that often includes Black British history and the histories of people from Africa and the Caribbean.
If you trade in both markets, that means two different months, two different audiences and possibly two different stories. A US-focused post in February may confuse UK followers, and a UK campaign in October may look odd to US customers. Plan each separately, and tell your audience which observance you are marking.
Before you plan anything, spend some time learning. Read about the history of the month, the themes organizers choose and the Black-led organizations in your own town. The more you understand, the less likely you are to fall back on clichés.
Start with an honest audit of your business
Customers, staff and partners will judge your February posts against the rest of your year. Before you say anything publicly, look inward.
- Look at your team. Who works with you, who gets promoted and who leaves? You do not need to publish this, but you should know it.
- Look at your suppliers. How many of the businesses you buy from are Black-owned? Is there room to add some, permanently?
- Look at your marketing. Scroll back through a year of posts. Who appears in your photos, and are they paid models, customers or stock images?
- Look at your customer experience. Do your products, sizes, shades, menus or services serve Black customers well all year?
- Decide on one lasting change. Pick something you will keep doing after February, such as a supplier relationship, a hiring step or a product line, and make that the core of your plan.
Common mistake
Asking Black employees to lead your plans on top of their normal jobs, without pay or credit. Some may want to be involved, and their input can be valuable, but it should be voluntary, recognized and, where it takes real time, compensated. Never assume one person speaks for a whole community.
Ideas that honor the month
The best ideas share something of value or put money and attention where they can help. Pick one or two that fit your business.
Spotlight people, with permission
Feature Black founders, makers, historians, artists or community leaders connected to your field or your town. Interview them, share their story in their own words and link to their work. Always ask first, let them review what you publish and pay them if you are asking for their time or content.
Buy from Black-owned businesses
Stock products from Black-owned brands, hire Black-owned caterers or printers, or partner on a collaboration. Make it a lasting relationship, not a one-month rail. If you promote the partnership, be specific about who they are and why you work with them.
Host a learning event
Bookshops can host readings. Cafes can host a talk by a local historian. Agencies can run a panel with Black professionals in their industry. Pay speakers, make the event accessible and keep the focus on the speakers, not your brand.
Support local organizations
Donate to, volunteer with or fundraise for a Black-led community group. Be transparent: say who you are giving to, how much or what share and when. If you run a "portion of sales" promotion, state the terms clearly so customers know exactly what their purchase does.
Pro tip
Ask a local Black-led organization what would actually help them before you design a campaign. Sometimes the answer is volunteers, a venue or professional help with their own marketing, not a social post.
What to avoid
Some approaches reliably cause hurt or backlash. Steer clear of these.
- Discount gimmicks. "Black History Month sale" or percentage-off codes tied to the month turn history into a sales hook.
- Themed products made by others. Selling merchandise with Black history slogans or imagery, unless it is designed by and benefits Black creators, can look like profiting from someone else's story.
- Misquoting or misattributing. Check every quote and fact against a reliable source. A wrong attribution looks careless.
- Stock photos as stand-ins. Generic images of Black people that have nothing to do with your business feel hollow. Real people, with permission, are better.
- Silence the rest of the year. If February is the only time Black people appear in your marketing, customers will notice.
- Making it about you. Posts that center your brand's "commitment" more than the people and history you are honoring tend to fall flat.
Get the practical details right
Respect also shows up in the small, practical choices.
- Permission for content. Get permission before reusing anyone's photos, posts or words, including customers. Keep a simple record of what they agreed to.
- Paid partnerships. If you pay or gift a creator, both of you must disclose it clearly. US FTC rules require disclosure of material connections, and the UK ASA and CAP Code require clear ad labels.
- Fair pay. Agree fees, usage rights and deadlines in writing before work starts. Pay on time.
- Accessibility. Add captions to videos and alt text to images, and choose accessible venues for events.
- Moderation. Posts about race can attract hostile comments. Decide in advance how you will moderate, and protect anyone you have featured.
- Data. If you collect sign-ups for an event, only ask for what you need and follow your normal privacy rules.
A month planning template
Use this table to plan activities and keep yourself accountable. The budget amounts are made-up examples for illustration only.
| Activity | Partner or person | Paid or voluntary | Example budget | Permission confirmed | Lasting commitment |
|---|---|---|---|---|---|
| Local historian talk in the shop | Community history society speaker | Paid speaker fee | $300 (example) | Yes, in writing | Quarterly talk series |
| Featured maker shelf | Two Black-owned candle and soap brands | Wholesale purchase | $800 stock (example) | Yes, for photos and names | Permanent stock lines |
| Creator interview series | Three local founders | Paid, disclosed partnership | $450 total (example) | Yes, final copy approved | Monthly founder spotlight |
The last column is the most important. If it is empty, ask whether the activity is worth doing.
Hypothetical example
Imagine Marcus and Leigh, who run an independent bookshop. They used to put up a display of a few well-known titles every February. This year they talk to a local reading group first, then invite a Black author from their region for a paid evening event and ask the reading group to choose the display. They also add two Black-owned stationery brands as permanent stock. Their social posts focus on the author and the reading group, with full credit and approval. The event sells out, and the stationery keeps selling in March. (This scenario is made up for illustration.)
Keep it going after February
The month is a starting point, not a finish line. Before it ends, decide what continues.
- Keep Black-owned suppliers on your books and in your regular marketing.
- Turn a one-off spotlight into a regular series that features a wide range of people all year.
- Review your hiring process and where you advertise jobs.
- Check in with partners after the month and ask what worked for them.
- If you trade in the UK too, start planning for October now with UK partners.
Your Black History Month action checklist
- Confirm which observance you are marking: US in February, UK in October
- Audit your team, suppliers, marketing and customer experience
- Choose one lasting change to anchor your plans
- Ask local Black-led organizations what would genuinely help
- Pay speakers, creators and partners, and agree terms in writing
- Get written permission for every photo, quote and story you share
- Label paid or gifted partnerships clearly
- Fact-check every quote and historical reference
- Plan how you will moderate comments and protect anyone featured
- Schedule what continues in March and beyond
Frequently asked questions
Should a small business post about Black History Month at all?
You do not have to, and silence is better than a careless post. If you do take part, make it specific to your business and community, give credit and back it up with action such as paying creators or buying from Black-owned suppliers.
Is it okay to run a promotion during the month?
Running your normal promotions is fine. Tying a discount to Black History Month itself usually is not. If you want commerce involved, a transparent fundraiser for a Black-led organization, with clear terms, is a more respectful option.
What if we get something wrong?
Listen, acknowledge it plainly, fix what you can and thank the people who raised it. A short, sincere correction is far better than a defensive reply or deleting comments.
We have no Black employees. Can we still take part?
Yes. Focus on learning, supporting Black-led organizations, buying from Black-owned businesses and paying Black creators or speakers. Be honest in your messaging and avoid implying a connection you do not have.
The bottom line
Respectful Black History Month marketing puts people and history first and your brand second. Learn about the month, look honestly at your own business, choose ideas that share knowledge or put money where it helps, pay and credit everyone involved and avoid turning the observance into a sale.
Most of all, make sure something lasts beyond February. A supplier you keep, a series you continue or a hiring step you change will mean far more to your customers and community than any single post.
