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 customers to find products offered by local retailers that identify as small businesses. Products will include e-commerce brands, local businesses, and sellers from marketplaces such as Etsy and eBay.

According to a press release, this new filter is in response to 84% of people polled in a Google/Ipsos survey indicating that supporting local and/or small businesses is important to them. To find a small business on Google, customers can search for the “small business” filter when shopping on a desktop or mobile device or select the “maps” filter when searching for local businesses. Small businesses can also add the “small business” attribute to their listings on Google.

The small business filter will be available year-round through the filter panel but will be boosted during peak shopping times such as Saturday and Sunday after Black Friday. In addition to the small business filter, Google also highlights its “Deals Destination” which features items for sale online. Shoppers can find deals by typing in “stores” or searching for specific items such as “sneaker stores.”

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 shirts. With these tools, shoppers can easily find the perfect gift for their loved ones while supporting local and small businesses at the same time.

By Editor

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