Google is making it easier for holiday shoppers to support local or small businesses with a new small business filter for search and maps. The filter allows shoppers to find products offered online by local retailers that identify as small businesses, including e-commerce brands, local businesses, and sellers from marketplaces like Etsy and eBay. According to a press release, this new filter is in response to 84% of people surveyed in a Google/Ipsos survey indicating that supporting local and/or small businesses is important to them.
To find a small business on Google, shoppers can look for the “small business” filter when shopping on desktop or mobile, or select the filter on “maps” when looking for local businesses. Small businesses can also add the “small business” attribute to their listings on Google. The filter will be available year-round on Search through the filter panel, but the experience will be elevated over the Saturday and Sunday following Black Friday to coincide with peak shopping times.
In addition to the small business filter, Google is also highlighting its “deals destination” which features items for sale online. Shoppers can find deals by typing “shop deals” or looking for specific items like “shop sneaker deals.” Google is expanding its generative AI capabilities to help consumers shop for gifts during the holiday season. This includes an updated Search Generative Experience (SGE) and a virtual try-on tool that will include men’s tops.