CHICAGO — As Juneteenth continues to gain national recognition, Black-owned businesses in Chicago are hoping the community’s support doesn’t begin and end with the holiday.
Since becoming a federal holiday in 2021, Juneteenth has offered a sales boost to many local entrepreneurs, but sustaining that momentum throughout the year has proven more complex.
Juneteenth’s Impact on Small Black-Owned Businesses
Melanie Whaley, the longtime owner of Essential Elements in Avalon Park, has seen her themed Juneteenth merchandise — like “Juneteenth Queen” shirts — gain traction each year. But even after 38 years in business, she says success on Juneteenth takes more than visibility alone.
“You can’t just open the door and expect people to show up because it’s Juneteenth,” Whaley said. “You have to actively engage the community.”
This year, Whaley emailed customers with a personal message about Juneteenth’s meaning to her, connecting the holiday to her grandmother’s civil rights work and her own entrepreneurial journey.
Juneteenth Is Symbolic — But Support Must Be Ongoing
The holiday marks June 19, 1865, when the last enslaved people in Galveston, Texas learned they were free — more than two years after the Emancipation Proclamation.
For businesses like Semicolon Bookstore, once flooded with support during the 2020 racial justice movement, the challenge has been sustaining public interest. The West Town bookstore temporarily closed earlier this year but has since relaunched with help from a successful Kickstarter campaign.
“We always see an influx of people on Juneteenth,” said owner Danielle Moore, who’s relaunching with a Juneteenth celebration and cafe collaboration. “But we need that support year-round.”
From Vitamins to Vegan Food: Local Brands Speak Out
Black Girl Vitamins, a health supplement brand focused on Black women, reported its highest sales ever on Juneteenth 2024. They’ve since leaned into the holiday by offering themed packaging and discounts — and co-hosted this year’s Juneteenth Freedom Market at The Salt Shed, drawing more than 500 attendees.
“Juneteenth has grown to feel as big as the Fourth of July,” said chief strategy officer Jennifer Juma.
At Soul Veg City, a Grand Crossing vegan restaurant that reopened on Juneteenth in 2021, the holiday originally brought a rush of business — but sales have since normalized. Co-owner Arel Israel said public excitement has waned.
“When something’s new, everyone’s on it,” Israel said. “But now people go back to their norm.”
Entrepreneurs Weigh Visibility Against Political Risks
Not all owners feel comfortable advertising their racial identity as part of their business brand. Classy Closet owner Emmanuel Wilder in Evanston has mixed feelings about highlighting that his store is Black-owned.
“That can be just as detrimental as it is good,” he said, pointing to today’s polarized climate. “I hope people come in for the products — not just because I’m Black.”
Even so, last year’s Juneteenth sales rose 15% at his shop compared to an average day — an encouraging sign that customers are responding to the message, even if more gradually.
A Broader Conversation on Economic Equity
Experts like Rayvon Fouché, a Northwestern University professor, say economic empowerment is a powerful way to celebrate Juneteenth — particularly as Diversity, Equity, and Inclusion efforts are being rolled back at various institutional levels.
“One way to express your power is through your money and spending power,” Fouché said.
Do You Support Black-Owned Businesses Beyond Juneteenth?
Join the conversation below. How do you intentionally support diverse businesses in Chicago year-round? Share your experiences with us at ChicagoSuburbanFamily.com.
