Pink balloons adorned street corners in downtown Chico Nov. 21 to signify 15 small businesses banding together for the first ever Pink Friday.
Pink Friday is a nationwide event that encourages consumers to shop at local businesses in lieu of big box stores. Founded in 2020 by the Boutique Hub, a community dedicated to supporting independent retailers, the event takes place the week before Black Friday to encourage customers to “support small retailers first,” according to its website.