How to Be a Better Customer to Small Business Owners
(Especially the Ones You Say You Support)
In 2026, supporting small businesses needs to go beyond hashtags, viral moments, and performative praise. I’ve watched a troubling pattern play out repeatedly—one that hurts entrepreneurs, especially Black women, in ways most consumers don’t stop to consider.
Recently, a young woman in Florida who sells cinnamon rolls went viral. She’s a student, running a bakery part-time, doing her best. As quickly as the attention came, so did the criticism: "She’s grumpy, the rolls are dry, the service isn’t warm enough".
And it made me pause—because this happens "constantly" to small business owners.
Grace for Corporations, Smoke for Small Brands
When McDonald’s messes up your order or Macy’s ships the wrong item, most people shrug, request a refund, and return the next week like nothing happened.
But when a "small business"—often one run by a single person—makes a mistake?
The response is public shaming, viral takedowns, and Yelp dissertations meant to dismantle someone’s livelihood.
Why do we extend grace to billion-dollar corporations but demand perfection from people operating out of kitchens, shared spaces, and sheer determination?
The Hard Truth: How Black Businesses Are Treated by Black Consumers
This part is uncomfortable—but it must be said.
Many Black people say they want to support Black-owned businesses, yet are often the "quickest to publicly tear them down", instead of sending a private email or giving the owner a chance to correct a mistake.
I’ve seen this pattern repeatedly. It reflects what many of us recognize as a "crabs-in-a-barrel" mentality—where instead of lifting each other, we pull each other apart.
Some of the most aggressive, disrespectful, and even threatening behavior I’ve experienced as a business owner came from people who "look like me". I’ve had my life threatened. I’ve been tested, challenged, and spoken to in ways that would never be tolerated with a white-owned or corporate brand.
Meanwhile, my white customers will say things like:
“Kayisha, you may want to tweak this,”
or
“Just flagging this for you—thought you’d want to know.”
Same feedback. Completely different delivery.
When Support Comes With a Test Attached
On Black Friday, I launched my cookie mix and kids’ classes and made $1,400 in sales. Many orders came from people I went to high school with.
Because we were in the same state, shipping was expected to arrive in 2–3 days via UPS Ground. A delay happened—something "outside of my control"
Instead of patience, I was met with pressure. So I did what many small business owners do to protect their reputation: I sent replacement packages.
Ironically, the "same day" I shipped the replacements, the original packages were delivered.
When customers reached out, I told them the replacements were already sent and couldn’t be stopped. And that moment stayed with me—not because of the money, but because it felt like I was being "tested by people who knew me", not supported by them.
Your Prices Are Too High” Is Not Feedback
I’ve had Black women tell me my prices are too high and that I’d lose customers.
Let me be clear:
My prices are not too high.
Your budget just isn’t aligned—and that’s okay.
Not every business is for every consumer. Pricing reflects cost, labor, skill, and sustainability—not accessibility for everyone.
If You Truly Want to Help a Small Business
Here’s how to be a better customer:
Send an email instead of a public post.
Give the owner a chance to fix the issue.
Do not expect a response on your timeline.
Especially if the business just went viral.
Understand that growth requires pivoting.
New hires, systems, and priorities don’t happen overnight.
Stop giving unsolicited advice if you’ve never run a business.
Too often, “advice” comes with entitlement: "I gave you the idea, so you owe me."-let me not get started on some of these Coaches.
Why Some Vendors Look “Grumpy” at Markets
If you approach a vendor at a festival or market and they seem tired, pause before judging.
Here’s what likely happened before you arrived:
* 3–4 days of prep
* 2:00 a.m. start times
* Possibly a full-time job or children at home
* Loading in early morning
* 2 hours to stage
* 8 hours standing and selling
* Breaking down, cleaning, and packing to get deposits back
That’s not grumpiness. That’s exhaustion.
Theft Isn’t Flattery—It’s Harm
I’ve had competitors purchase my products to reverse engineer them.
I’ve had content creators with "1–3 million followers" steal my introductions, taglines, and slogans to generate income.
That hurts small businesses deeply.
So let me be very clear:
It's 2026, a friendly reminder that my slogans and taglines are trademarked with the USPTO since 2021.
To new business owners: be mindful of hijacking what you didn’t build. I know people who’ve received cease-and-desist letters from Disney and luxury brands because they wanted to sell a “Gucci cake.”
If we don’t post your Gucci cake or tag it, that’s not personal—it’s intellectual property law.
The Digital Age Has Changed the Stakes
We live in a time where people will intentionally harm a small business just to gain followers, clout, or a sense of control.
That kind of behavior isn’t accountability—it’s ego.
Be careful with the power you think you’re wielding online. Behind every small brand is a human being doing their best with limited resources.
A Final Truth From Experience
I completed the Goldman Sachs One Million Black Women in Business program in 2024. One of the most eye-opening lessons we collectively learned?
Even though we are Black-owned businesses, our target market often does not include Black women.
That reality didn’t come from theory—it came from lived experience, data, and shared stories.
Support Isn’t Loud—It’s Intentional
If you truly want to support small businesses:
* Be patient
* Be private before being public
* Be mindful of labor
* Be respectful of boundaries
* And most importantly—be human
Support should build, not break.