Black Friday and Cyber Monday have a reputation for chaos: endless tabs open, countdown timers, and that strange feeling of ‘if I don’t buy it now, am I losing money?’
But for LGBTQ+ folks and allies, these mega-sale days can be more than a rush to the lowest price. They’re a chance to be intentional with where we spend our money – to support brands that actually show up for our community instead of just rainbow-washing their logo every June.
This guide is your Black Friday/Cyber Monday companion: a way to hunt for deals while still keeping your values front and center. We’ll talk about why supporting LGBTQ‑owned and ally brands matters, how to vet companies quickly, and how to build a shopping plan that feels good the morning after your cart hits ‘checkout.’
Why Supporting LGBTQ‑Owned & Ally Brands Matters
Every purchase is a tiny vote for the kind of world you want to live in. When you choose LGBTQ‑owned and genuine ally brands, you’re not just getting a product – you’re helping:
• Keep queer and trans entrepreneurs in business year‑round, not just during Pride.
• Support companies that hire LGBTQ+ staff, feature us in their campaigns, and create safer workplaces.
• Push back against performative Pride marketing by rewarding brands that do the work quietly, consistently, and often without fanfare.
On big shopping weekends like Black Friday and Cyber Monday, the dollars add up fast. Being even a little bit more intentional can shift real money toward businesses that reflect your identity, your friendships, and the people you care about.
Before You Click “Buy”: How to Vet a Brand in 60 Seconds
You don’t need to do a deep dive on every single store. A quick, repeatable check is enough to separate the loud rainbow marketing from the quiet real‑deal support.
- Check the “About” page.
Look for clear language about LGBTQ+ ownership, queer or trans founders, or long‑term support for our community. If a brand is proudly owned by LGBTQ+ folks, they usually say so. - Look beyond Pride Month.
Scroll their feed or blog. Do they talk about LGBTQ+ issues outside of June? Do they support relevant charities, feature LGBTQ+ models, or speak up when it matters? - Search their name + “LGBTQ” or “Pride.”
A quick search can reveal whether they’ve had meaningful campaigns, recurring donations, or if they’ve been called out for bad behavior. - Prioritize small and indie when you can.
Big companies might have slick campaigns, but small LGBTQ‑owned brands often feel the impact of your order directly – especially during big sale weekends. - Think intersectionally.
When possible, seek out businesses that are LGBTQ+ owned and also Black‑owned, disabled‑owned, women‑owned, or run by other marginalized folks. You’re multiplying your impact with the same cart.
Where to Look: Categories to Add to Your Black Friday/Cyber Monday List
Instead of just “I should support gay brands more,” it helps to be specific. Here are some categories to plug into your wish list before the sales hit. You can search for LGBTQ‑owned and ally options in each space and build a stack of tabs you actually feel good about.
1. Fashion & Apparel
From streetwear to tailored pieces, there are LGBTQ+ designers and brands at every price point. Look for:
• Everyday basics with inclusive sizing.
• Gender‑expansive cuts that aren’t limited to “men’s” or “women’s” sections.
• Statement pieces you’d actually wear year‑round, not just rainbow merch you’ll forget by January.
Tip: If you see a campaign featuring queer couples, trans models, or masc/femme‑fluid styling, click through and learn who’s behind the brand. If the people in the photos look like your community, that’s usually a good sign.
2. Beauty, Skincare & Grooming
Beauty is one of the easiest categories to shift toward LGBTQ‑owned and ally brands. Think:
• Skincare lines created by gay founders who actually understand diverse skin tones and textures.
• Haircare brands that spotlight non‑binary, trans, and gender‑nonconforming folks.
• Fragrance houses and candle makers with scent stories that feel a little more “us” and a little less generic.
If you’re grabbing a new moisturizer, fragrance, or beard oil during the sales, try swapping a default big‑box brand for something that puts LGBTQ+ representation front and center.
3. Home, Decor & Lifestyle
Your home is a canvas, and there are so many LGBTQ‑owned and ally brands making things like:
• Art prints and photography.
• Candles, ceramics, textiles, and pillows.
• Games, zines, and small objects that make your place feel like it actually belongs to you.
Black Friday and Cyber Monday are perfect for finally upgrading that empty wall, replacing old towels, or investing in pieces that tell a story you care about.
4. Coffee, Treats & Self‑Care
If you’re going to spend money on Black Friday anyway, consider a little self‑care stocking up:
• Coffee, tea, and specialty drink brands owned by LGBTQ+ folks or strong allies.
• Small‑batch snacks, sweets, and pantry goodies.
• Bath, body, and “take a breath” products from queer makers and wellness brands.
These make incredible gifts and are easy to ship, which is perfect if your friends and chosen family are scattered across different cities.
5. Digital Creators & Indie Projects
Not everything has to come in a cardboard box. Black Friday/Cyber Monday is also a great moment to:
• Support LGBTQ+ artists on platforms like Etsy, Patreon, Ko‑fi, and Gumroad.
• Buy e‑books, digital zines, art downloads, and photography sets.
• Grab discounted online courses or workshops by gay educators and creatives.
This is where small, independent projects – like Male Expressions – really live. Your purchase doesn’t vanish into a giant corporation; it lands directly with a creator who notices every order.
Planning Your Black Friday/Cyber Monday with Intention
A little bit of planning goes a long way toward making your cart feel empowering instead of overwhelming.
- Start with a short wish list.
Write down what you actually want or need this season – a new coat, skincare restock, candles, gifts, books, art. Then look for LGBTQ‑owned or ally options in each category. - Set a budget before the emails hit.
Decide what you’re comfortable spending on the sales overall. Knowing your limit makes it easier to say no to random “70% OFF” distractions that don’t align with your values. - Swap one default brand for a community brand.
If you usually buy from a big retailer, see if there’s a parallel queer‑owned or ally brand. Maybe it’s coffee, maybe it’s a hoodie, maybe it’s art for your wall. - Think experiences and digital gifts.
Gift cards to LGBTQ+ restaurants, salons, or online creators; e‑cookbooks; digital art prints; or story subscriptions can feel more personal than another generic gadget. - Screenshot or save the brands you love.
When you find a brand that feels like “home,” save them to a folder or note. You’ll have a ready‑made list next time you’re shopping, instead of starting from scratch.
Quick “Support LGBTQ‑Owned & Ally Brands” Checklist
When you’re mid‑scroll, mid‑sale, and mid‑temptation, use this quick mental checklist:
- Do I know who owns this brand? Have I checked their About page or a quick search?
- Have they shown real support for LGBTQ+ people outside of Pride Month?
- Is there an LGBTQ‑owned or indie alternative I could choose instead?
- Does this purchase align with my budget – or am I just reacting to the sale countdown?
- Will I still feel good about supporting this brand tomorrow morning?
Bringing It Home: Your Cart, Your Community
Black Friday and Cyber Monday don’t have to be a blur of boxes and buyer’s remorse. They can be a quiet little statement about who you are and who you want to show up for.
When you choose LGBTQ‑owned and ally brands, you’re investing in:
• Stories that look and feel like your own.
• Workplaces that make room for us.
• Creators and founders who turn their lived experience into something you can hold, wear, read, or taste.
Male Expressions lives in that same ecosystem: art centered on men, stories that explore desire and identity, and e‑cookbooks designed for nights in with someone special. Whether you’re filling your cart with fashion, skincare, decor, or digital downloads, leave a little space for brands that make you feel seen.
This year, let your Black Friday and Cyber Monday spending say something about you – not just your style, but your values, your community, and the future you want to help fund.
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