A line curved around the streetwear boutique Half Evil in Wicker Park on Black Friday, with many shoppers opting to visit small businesses instead of big box retailers.
One of Keri and Baron Smith’s first stops was Half Evil, a Chicago-based retailer on North Milwaukee Avenue. The two had been in line for about 20 minutes and said it was slow-moving — but they were excited for the shopping experience. The store was selling some T-shirts for $13.33, as part of a Black Friday sale.
“This is more local, more unique, one of a kind,” Keri Smith said.
The Smiths had already been to vintage store Round Two, less than half a block north, and got “some good deals,” Keri Smith said. The store, 1501 N. Milwaukee Ave., was having a 20% off sale on Black Friday.
Keri Smith said she plans to shop online at larger retailers during Cyber Monday for more basic items like Tupperware.
“Black Friday isn’t what it used to be anymore,” she said. “It’s not as special. We used to go Black Friday shopping when people were fighting over stuff at Walmart.”
With a winter snow storm predicted to coat Chicago over the weekend, she opted to mostly shop at small businesses for Black Friday.
Lines could be seen in front of several stores, mostly streetwear boutiques like Supreme. While the retail- and restaurant-lined stretch of Milwaukee Avenue had a fair amount of shoppers, with bags, in the early afternoon, the area wasn’t packed. And some small businesses were more concerned that Saturday’s storm could dampen Small Business Saturday.
“The weather will always have a huge impact,” Mojo Spa owner Amanda Kezios said. “Unfortunately, if we get more snow with everything that we’ve been hit [with] this year, it’s gonna make much more of an impact.”
In anticipation of the weather, Kezios said her Wicker Park store will be making a big push for online shopping. Mojo was offering a free full-size “Make Me a Morning Person” facial serum to any customer that spent $100 or more on Black Friday — a deal also offered online. The serum was the business’ best-selling product last year, Kezios said.
Nationwide, small business owners expect nearly 20% of their annual revenue to come from the Small Business Saturday weekend, according to American Express’ 2025 Shop Small Impact Study.
Kezios is leading the #LocalsForLocalBusiness social media campaign that will feature videos of Chicago businesses through the holidays. About 20 businesses are part of the initiative, which is open for others to join.
“The reality is many small businesses won’t make it to next year, if this holiday season doesn’t go well,” Kezios said.
That’s because many are struggling due to inflation, tariffs, weaker consumer demand and the chilling effect of raids by U.S. Immigration and Customs Enforcement agents.
Several small businesses in Wicker Park and Bucktown have recently announced they would be closing, including Volumes Bookstore and restaurants such as Yolk and Angry Crab. After 31 years, Smoke Daddy barbecue is shuttering its Wicker Park location Jan. 4, though its Wrigleyville restaurant will remain open.
“To say these past months have been challenging is an understatement,” said Devon Carson, co-owner of Five Point Holistic Health in Logan Square, which is part of the social media campaign.
The acupuncture, massage and psychotherapy clinic said patient visits have dropped about 25% from last year so Five Points has been forced to raise prices.
“Many of our patients and clients are government and nonprofit workers and immigrants so they’ve been heavily impacted by the ICE raids and government shutdown,” Carson said.
Kezios said in Mojo’s 25 years, this is one of the most difficult times for the company, besides the Great Recession in 2008 and 2009. Mojo makes more than 200 natural beauty products that rely on imported ingredients such as golden jojoba oil.
“Tariffs might sound like a distant economic issue, but for small businesses like ours, they show up in every bottle, balm and bar of soap,” she said. “A 10% tariff on jasmine, ylang ylang and vanilla might not seem like much on its own. However, when multiple extracts are used in a single product, the cost stacks up quickly.”
She said sales have dropped significantly. “I have taken out loans, paused projects that would have generated growth, implemented a hiring freeze and cut staff hours simply to stay afloat. The constant uncertainty surrounding tariff changes, such as India’s recent increase to 50%, has made planning nearly impossible,” she said.
Mojo and more than 800 small businesses are part of a national coalition called We Pay the Tariffs. Dozens in Chicago have signed the coalition’s open letter to legislators, including Avondale Bowl, Jenny G’s Art Supply, near North Center, and Charm Bar in Logan Square. In Illinois, importers have paid $5.9 billion in tariffs from March through August, according to U.S. Census data cited by We Pay the Tariffs.
Political turmoil is another challenge.
Laura Yepez, owner of Wicker Park Inn, saw many cancellations due to the federal government shutdown.
“Folks were worried that their flights would be delayed or canceled so they opted to cancel altogether,” she said. Yepez was able to rebook most canceled reservations but at lower rates and for shorter stays.
The threat of ICE raids directly affects hospitality businesses like Wicker Park Inn, which took measures to protect clean and cooking staff, Yepez said. It also came at a critical time — before the holidays, which are the inn’s last rush before the slow winter period.
“Overall, I’m concerned with the uncertainty in the economy as this directly impacts travel and tourism,” she said.