Google has made it easier for shoppers to support local and small businesses during the holiday season with a new small business filter for search and maps. This filter allows customers to find products offered online by local retailers that have identified as small businesses. The products will include 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 use the small business filter on Google, shoppers can look for it when shopping on desktop or mobile or select it on “maps” when searching for local businesses. Small businesses can also add the “small business” attribute to their listings on Google. The filter will be available on Search through the filter panel year-round, 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.