On a chilly November weekend in Chicago, a group of well-dressed women walked together into a small boutique — not for a flash sale, not for a pop-up event, but for something far more intentional.
It was a “cash mob,” a grassroots show of economic support for local businesses at a time when many are struggling to stay afloat.
The movement was sparked by Brenda, a Chicago-based style coach and creator known online as @thechiccitygirl, who posted an invitation on Instagram urging women across the city to join her this past Saturday, Nov. 22, at Gaudy & Luxe Consignment, a Black-owned boutique in Chicago’s Beverly neighborhood.
“When I first saw this video, I was so impressed!” she wrote, referring to the now-viral clip that accompanied her post — a video showing a group of Black women entering a small business, laughing, shopping, and offering support to the shop owner.
“Supporting small business is about more than profits, it’s about community. It’s about people and it’s about realizing a dream,” said Brenda.
A simple idea with a big impact
Unlike flash mobs of the early 2000s, cash mobs involve coordinated visits to a small business, where participants shop, share encouragement, and promote the store online. The goal is to deliver a meaningful surge in sales and visibility — two lifelines for independent shops during the crowded holiday retail season.
Brenda explained in her video that the effort doesn’t require massive numbers to work.
“It doesn’t have to be a lot of people — two people can be a mob, three people can be a mob,” she wrote. “The point is to go out and support our local businesses.”
The video’s voice-over captured the heart of the movement:
“It makes a huge difference to small business owners to have people come in, buy from them, share encouraging words and also share their business on social media.”
A message that resonates beyond Chicago
Brenda encouraged supporters outside the city — or those unable to shop — to participate in other ways. Social-media engagement, positive reviews, and even simple encouragement can provide a critical boost. “It all matters,” she stressed.
Her message lands at a time when small businesses globally continue to face rising costs, shrinking foot traffic, and intense competition from major retailers and online giants. Community-driven economic support, even at small scales, can be transformative.
More than shopping — an act of community care
Saturday’s event at Gaudy & Luxe Consignment was part shopping trip, part celebration, and part affirmation — a reminder of what local stores represent: dreams realized, families supported, and neighborhoods strengthened.
Brenda’s call to action is already inspiring others to consider hosting their own cash mobs — a decentralized, people-powered antidote to an increasingly corporate holiday shopping landscape.
As the video urged, “Think about doing things a little bit differently this time around — and all year long.”
