In partnership with Meta, Westbrook launched “Buy Black Friday”—a live series and celebration of Black-owned businesses with hopes to make a difference with every dollar sold by a Black entrepreneur. The series included four live shopping shows throughout the month of November 2021 leading up to Black Friday. Host Elaine Welteroth was joined by special guests including Jaden Smith, Lori Harvey, D-Nice, and more for compelling conversations with Black business owners building their brands.