Campaign Shop Independent - Christmas 2021

This year, small businesses need us more than ever. There are thousands of hard working, brave and brilliant people whose livelihoods are at stake. So we’re shouting from the rooftops to encourage the nation to shop thoughtfully, independently and colourfully this Christmas. This means shining a light on the magnificent colour and creativity that independent businesses bring to the UK and asking you to swap some of your usual Christmas spend to support small businesses instead.

We want this year’s gift lists to be full of original finds, and for the brilliant businesses behind them to get the recognition and support they deserve. So we’ve created plenty of exciting ways to get involved and spread the good word.

With thanks to our passionate small business supporters

CSI 2021 sponsors


On 8th November 2021, we launched Colour Friday as an exciting new annual alternative to Black Friday on 26th November, to support the nation’s small businesses. And it’s fair to say that thanks to this incredible community, it was a roaring success. 

People got involved in the most colourful and creative ways. Your artwork and the special advert we made went viral, thousands of you shared it, and the day was even mentioned on the BBC news. So this is just the start. From here on in, we will continue to work hard year-round to change the way the nation shops for the better, so that Black Friday will one day become a thing of the past and conscious consumerism and happy shopping will be our future.


You can support the campaign in lots of colourful ways this year.

Colourful Campaign Support Kit


This is specifically for small businesses and contains a wealth of exclusive marketing materials from our Colour Friday advert and readymade assets to share on social channels, to free insight and advice. There are also lots of tried and tested tips from the community of the best ways to not just survive but thrive this Christmas.

The Independent Awards 2021


Launched in 2020, The Independent Awards has become a key date in the small business calendar. It’s our favourite night of the year because we give away the largest prize fund EVER to the community (£100,000!) and share it out between eight small businesses to recognise their talent, skill and hard work.

Instagram LIVES


Connect with founders, ask questions and have a giggle together at our special #CampaignShopIndependent Instagram Lives. Every Monday (10-11am), Holly will be joined by brilliant guests including RUDE art and a breathwork coach!

Plus, our Roving Reporters will be showcasing what their local area is doing to get behind the campaign to shop colourfully this Christmas.

Make some noise


The combined voice of the small business community is powerful and by coming together with the same message, we can make a bigger impact on consumer behaviour, this Christmas and beyond – here’s how you can help:

  • Tell five friends why they should buy at least one gift from a small business this Christmas
  • Join the conversation by sharing our campaign artwork 
  • Use #CampaignShopIndependent so others can discover brilliant independent businesses

Calling Campaign Shop Independent Marketeers


We need YOU, the most creative small businesses we know, to help us spread the word to encourage everybody to shop colourfully and support small this Christmas. Up for it? We’re looking for marketeers to share our RUDE campaign posters in the most colourful place you know. Whether that’s in your shop window, studio, on the street – wherever you think it’ll make the biggest impact – and of course, on social too. We’ve got 250 exclusive poster packs to give away and in return, Holly will be showcasing the best of these on her Instagram. 

*Applications are now closed*

Previous campaigns

We’ve been passionately campaigning on behalf of small UK businesses every Christmas for the past five years. 

We know how vital it is to encourage people to vote with their money year-round, so we’ve even added a summer campaign in now, too.

With thanks to our small business supporters


Colour Friday sources: 1.) SiteScore 2.) Finder Christmas spending stats