The COVID-19 pandemic has tested us all, but for Latina entrepreneurs, the challenges have been particularly tough. As cornerstones of our communities, these women have juggled the demands of family, business, and community support while facing significant economic hurdles. Now more than ever, it’s crucial to stand by Latina-owned businesses and ensure they not only survive but thrive.
Latinas: The Backbone of Our Economy
Latina entrepreneurs are the fastest-growing group of small business owners in the U.S., contributing billions to the economy each year. They are chefs, artisans, stylists, consultants, and innovators—driving cultural diversity and economic growth in every industry. However, despite their resilience, many Latina-owned businesses lack access to the resources and capital needed to weather a crisis like the pandemic.
Pandemic Challenges for Latina Business Owners
In a new report released by the JPMorgan Chase Institute, research found that Black and Hispanic businesses are very likely to not have the cash available to survive the pandemic. They estimate that they had fewer than 21 days of cash on hand to continue operations.
The economic downturn caused by COVID-19 has hit small businesses hard, and Latina-owned businesses have faced unique barriers:
Increased Family Responsibilities: As primary caregivers, many Latina entrepreneurs have balanced running a business while homeschooling children or caring for elderly family members.
Limited Access to Relief Funds: Many were unable to access federal relief programs due to language barriers, complex applications, or lack of banking relationships.
Reduced Foot Traffic & Sales: With strict social distancing measures and lockdowns, businesses relying on in-person interactions suffered drastic revenue losses.
Let’s help our hermanas! How You Can Support Latina-Owned Businesses
Supporting Latina-owned businesses isn’t just about making purchases—it’s about investing in the future of our communities. Here’s how you can help:
1. Shop Locally, Shop Latina
Whether it’s your neighborhood café, a handmade jewelry shop, or a digital marketing consultant, choosing Latina-owned businesses for your needs makes a direct impact.
2. Spread the Word
Use your social media platforms to highlight your favorite Latina-owned businesses. A simple post or story can help amplify their reach and attract new customers.
3. Leave Positive Reviews
Good reviews are a powerful tool for small businesses. Take a few minutes to share your experience on Google, Yelp, or their Facebook pages.
4. Gift with Purpose
When buying gifts, opt for products or services from Latina entrepreneurs. Not only will you find unique items, but you’ll also be supporting someone’s dream.
5. Advocate for Policy Change
Support policies that provide funding, resources, and mentorship opportunities for Latina entrepreneurs. Advocacy ensures long-term, systemic support for these businesses.
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5 Latina-Owned Businesses to Support Today
Handmade Merch
Chasing Camilla offers handmade merch made by hardworking mujeres in her family. Get it here.
Books in Spanish
Get books in Spanish delivered to your door. Booklandia offers a subscription box with a custom curated book selection of Spanish books from dozens of publishers, and a supplemental guide with reading prompts and activities. Get yours here!
Tees
Yo Soy AfroLatina that promotes the visibility of the Black Diaspora within Latin America and the Caribbean, spreads love to fellow Afro Latinas and celebrates our beautifully diverse culture. Get your tee here.
Make up
I met Joanna and Leslie at WeAllGrow and was impressed with their drive to celebrate our cultura. Vive Cosmetics’ story has become less and less about lipsticks and more about celebrating the diversity and power of the Latina and Latinx community. Support them here!
Snack Spinner
Solanda is from Ecuador and I recently learned that she and her husband are the geniuses behind this cool snack dispenser. I only wish this existed back in the day when I was a new mom. Get yours today here.
Together, We Thrive
When we uplift Latina-owned businesses, we uplift entire communities. By supporting their growth, we’re investing in economic recovery, cultural richness, and the promise of a stronger, more inclusive future.
So, the next time you’re looking to shop or share a meal, think local. Think Latina. Your support makes a difference. 💪🏽💖
Let’s stand together and champion the resilience, creativity, and strength of Latina entrepreneurs today and always.
