In recent years, Juneteenth has gained significant recognition as a day of celebration and reflection on Black history in the United States.
Melanie Whaley, the owner of Essential Elements, has been at the forefront of this movement, selling bedazzled Juneteenth T-shirts with empowering phrases like “Juneteenth Queen” and “Free-ish and fierce.”
This year, her store in Avalon Park saw an increase in sales compared to previous years, signaling a growing public acknowledgment of the holiday.
Whaley expressed her excitement about this progress: “Each year that’s gone by, we’ve tried to build momentum with Juneteenth. I’m excited about the fact that it is being much more recognized as each year comes.”
Juneteenth marks June 19, 1865, the date when the last enslaved individuals in the United States learned of their freedom in Galveston, Texas.
Designated a federal holiday in 2021, it followed a surge of social change driven by protests against racial injustice.
Many Black-owned businesses in the Chicago area are hopeful that the community will continue supporting them long after this year’s Juneteenth celebrations.
However, some business owners have noticed a decrease in excitement akin to that experienced during other holidays.
Recognizing the need to engage with customers, Whaley decided to enhance her marketing strategy this year.
In addition to her usual sale, she sent out an email sharing her personal connection to Juneteenth and her inspiration from her grandmother, a civil rights activist.
Whaley believes it takes more than simply opening a store on Juneteenth to attract customers: “I don’t think you can just open your door on Juneteenth and think people are gonna come in because it’s Juneteenth and you’re a Black-owned business. You gotta put yourself out there.”
According to Rayvon Fouché, a professor at Northwestern University, one effective way to celebrate Juneteenth is through support for Black-owned businesses.
He emphasizes the importance of economic empowerment during a challenging time for the Black community, stating, “It’s a very difficult time for Black folks. The collapse of all DEI efforts from the federal level down makes it a moment for Black people to express their power. So one of the ways you can express your power is through your money and your spending power.”
Danielle Moore, owner of Semicolon Books, experienced a surge of support during the summer of 2020 but later faced difficulties sustaining her business, culminating in its closure in April.
However, a successful Kickstarter campaign raised over $32,000, allowing her to partner with Muse Coffee Studio to create a new revenue stream.
As Semicolon Books prepares to reopen on Juneteenth, Moore plans to host a celebratory event.
She noted, “We always have an influx of people on Juneteenth, which is why we open. I do like creating a space for Black people to come celebrate Juneteenth.”
Similarly, Black Girl Vitamins, a supplement brand based in Chicago, reported its largest sales day on Juneteenth last year.
Founded in 2021, the company focuses on the health needs of Black women by offering products tailored to issues such as vitamin D deficiency.
Jennifer Juma, the company’s chief strategy officer, stated that their customers look forward to supporting a Black-owned brand on this significant day, often leading to increased sales.
The company celebrates Juneteenth by offering discounts and collaborating with artists for special packaging designs.
They even co-sponsored the Juneteenth Freedom Market, which attracted over 500 attendees this year.
“Juneteenth definitely seems like it’s grown now, almost like the way Fourth of July is big,” Juma remarked.
On the other hand, Emmanuel Wilder, the owner of Classy Closet in Evanston, expressed optimism for this year’s Juneteenth sales, aiming to surpass the previous year’s 15% increase.
Wilder recalled customers expressing their desire to support Black-owned businesses, highlighting the positive trend he has observed over the years.
However, he prefers to maintain a neutral stance regarding his business’s identity.
“I try and stay away from that because that could be just as detrimental as it is good, in some cases, particularly now with the political environment the way it is,” Wilder said.
He hopes customers return for the quality of his products rather than solely because he is a Black business owner.
Soul Veg City, a vegan soul food restaurant in Grand Crossing, reopened at its current location on Juneteenth, 2021, with a ribbon-cutting attended by former Mayor Lori Lightfoot.
Co-owner Arel Israel described the initial years of Juneteenth as incredibly busy, with overwhelming customer turnout.
However, he noted that business has returned to a more normal flow in the past couple of years, with the holiday’s effect diminishing.
Israel reflected, “When something is new, everybody is on it. And you know, once it died down and it’s set in, everybody kind of goes back to their norm.”
As Juneteenth evolves into a more recognized holiday, the community remains divided on its long-term impact on supporting Black-owned businesses.
While some firms experience a boost, others find themselves navigating the complexities of maintaining customer engagement beyond this symbolic day.
image source from：chicago
