top of page

Indie Week: the colourful alternative to Black Friday

EarlyBird Designs Stoke Newington

Forget Black Friday! Celebrate independent shops, artists, makers and small businesses instead!

The team behind the Just a Card campaign have launched Indie Week (from November 25th till the 29th) as a colourful alternative to Black Friday.

Since its launch in 2015 in a bid to bolster dwindling sales, the grassroots campaign has amassed over 10,000 independent high street and online businesses which proudly display the Just a Card sticker.

Now they’re urging people to shop small in the run up to Christmas.

Sarah Hamilton, the artist who founded Just a Card, said: “Our campaign is changing the way people shop! From bookshops to bakeries, artists, makers and designers, 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.

Just a Card Indie Week

“Just a card, just a book, just a gift – to small businesses, artists, designers and independent shops all sales are vital and hugely appreciated. They are the difference between flourishing neighbourhoods 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.”

Businesses both on and offline, from designers, makers and shops are encouraged to tell their stories this week and the buying public, influencers, press and exhibition organisers are being urged to support the event with publicity.

And there’ll be a five day Just A Card Indie Week Challenge on Instagram.

The Just a Card 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!).

For more information visit



Local Buyers Club

We're on a mission to keep London's communities thriving.

Join the Local Buyers Club and, for just £12 per year, you'll be helping to support independent business and you'll benefit from over 150 discounts of up to 25%.

We help spread the word about great independents and raise awareness of the advantages of shopping locally. We also organise and support community initiatives.

But we can only do it with the support of our wonderful members.

Use code ISGIVE : save £2 and £5 goes to Islington Giving.

Click to find out how it works and JOIN THE CLUB

Local Buyers Club

If you're a great independent business in London and would like to find out more about joining the Club please email

Recent Posts
Follow Us
  • Facebook Basic Square
  • Instagram Social Icon
  • Twitter Basic Square
bottom of page