by Nahlah Abdur-Rahman
November 30, 2025
New Birth's senior pastor, Jamal Bryant, led the initiative to promote Black businesses that align with buyers' values.
Nearly 100 Black businesses were spotlighted by Pastor Jamal Bryant and New Birth Baptist Church for their new entrepreneurship initiative.
The Bullseye Black Market, which began on November 28, featured these companies to increase customer awareness and support. Vendors flocked to the facilities of New Birth Baptist Church of Greater Atlanta for a day of conscious community shopping.
The Bullseye Black Market began on Black Friday, widely considered the biggest shopping event of the year, and aimed to put money back into Black-owned businesses across the city. Instead of shoppers pouring their money into big chains like Amazon or Target, they could support companies that sell quality goods, ensuring the success of these entrepreneurs.
“This allowed me to reinvest more money into my business and help college students, including my daughter. So when you support my business, the money helps me and my family make a living for ourselves as well,” saleswoman Renee Alexander of Mrs. Renee's Health Solutions told 11Alive.
According to New Birth's website, in addition to holiday cheer, the event focused on keeping Black dollars in the community. Children could also take photos with a Black Santa Claus while families do Christmas shopping for a larger cause.
At the initiative of Pastor Jamal Bryant, who also led the boycott of Target over the company's DEI cuts, the first iteration of the market took place around June 19th. The move created alternative shopping opportunities that gave black people a boost in business, a mission that many vendors continue to pursue today.
“I think it's important for us to support the community and actually educate ourselves about what products we have in the Black community because how can you buy Black if you don't know what Black has to offer,” added seller Gerald Dean of Been to the Bayou.
The move to continually “buy black,” especially during the holiday season, helps shoppers support companies that align with their values. While chains like Target have rejected the narrative that they don't support diverse businesses, Bryant remains persistent in highlighting Black entrepreneurs throughout the Atlanta community.
The store will remain open throughout the holiday weekend, including Sundays.
RELATED CONTENT: Thousands line up to get free food at Pastor Jamal Bryant's church as SNAP funding ends