November 30, 2023 2:17 am

Google is making it easier for shoppers to support local and small businesses this holiday season with a new small business filter for search and maps. This filter allows users to find products offered online by local retailers who identify as small businesses. Products will include e-commerce brands, local businesses, and sellers from marketplaces like Etsy and eBay. According to a press release, 84% of people surveyed in a Google/Ipsos survey indicated 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 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.

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