The independent alternative to Black Friday, Just a Card – Indie Week runs from 22-26 November 2021 and celebrates independent shops, artists, makers and small businesses. Now in its fifth year, the campaign encourages people to support, value and buy from independents during the crucial Christmas retail period.

As an antidote to the fast-purchase culture of Black Friday, the campaign welcomes everyone to celebrate their own businesses as well as those they love; to showcase their communities and to tell their own stories, both on and offline. The week will also include the popular five-day Instagram challenge, which has previously featured on the BBC and beyond. Last year it saw over 55,000 people take part.

The British Independent Retailers Association (Bira) is the official sponsor of Just a Card – Indie Week.

Plus, 17,000+ shops display the campaign’s window sticker; 105,000+ engage with its community via social media; and the campaign is supported by high profile names including Sir Michael Palin, Natalie Dormer, Lauren Laverne and Nathalie Emmanuel.

Since 2015, the grassroots campaign has been showing the value to both customers and independent businesses of shopping small. Every sale, however small – even just a card – is the difference between a vibrant, creative community or a boarded-up business.

For further information on the campaign and how to participate, please click here.

Image by @angela.chick.illustration