Google is making it easier for holiday shoppers to support local and small businesses with a new small business filter on search and maps. This filter allows users to find products offered online by local retailers that identify as small businesses, including e-commerce brands, local businesses, and sellers from marketplaces like Etsy and eBay. According to a survey, 84% of people surveyed indicated that supporting local and/or small businesses is important to them.

To use the small business filter, 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 year-round through the filter panel, but the experience will be elevated during peak shopping times following Black Friday.

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.