November 26, 2019
Just a Card – Indie Week offers an alternative to Black Friday

Just a Card – Indie Week is a campaign that encourages people in the U.K. and abroad to shop small in the run up to the holiday shopping season. This grassroots campaign was founded in 2015 in response to dwindling sales in independent shops and design shows. Over 10,000 independents now display the distinctive Support Independent Shops stickers, and thousands are part of Just a Card’s online creative community.

The grassroots campaign invites designers, makers, shops, consumers, influencers, press, exhibition organizers, and small businesses who are passionate about independent stores to participate in Just a Card – Indie Week. Those interested can take part online and offline to celebrate businesses, to showcase communities and share personal stories.

The campaign began when artist and designer Sarah Hamilton read a quote by gallery owners whose business had been forced to close: “If everyone who’d complimented our beautiful gallery had bought ‘just a card’ we’d still be open.”

It was a call to action. Every sale however small, even just a card, is the difference between a vibrant creative community or boarded up businesses. The message has struck a chord – with the campaign winning the publicly voted for Aviva Community Award in just one day of voting (voting is open for a month!). Just a Card – Indie Week was so successful last year in the U.K. that the campaign was featured on BBC News.

This year’s fun will include a five day Instagram challenge. “Our campaign is changing the way people shop! From bookshops to bakeries, artists, makers and designers, and independents bring us something special. Their friendly service, expert advice and unique treasures keep our towns and High Streets vibrant. Built with passion and determination, small businesses create opportunities and inspire communities. Their success is our success,” said Sarah Hamilton, Just a Card founder.

“To small businesses, artists, designers and independent shops all sales are vital and hugely appreciated. They are the difference between flourishing neighborhoods and boarded-up shops. No matter how small, make your purchase count. Just a card, just a book, just a gift is all it takes,” Sarah Hamilton expressed.

The campaign is run by a small passionate team of volunteers who are artists, makers or creative business owners. For more information, visit

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