As we mark the third month of the COVID-19 pandemic, which has upended the lives of millions of Americans, the scale of the challenge is undeniable. In just six weeks, virus-related layoffs wiped out over 30 million jobs—nearly all those created in the past decade. Small businesses, which employ 47% of the U.S. workforce, have been hit hard: a Harvard Business Review survey of 5,800 owners found 45% temporarily closed, with employment down 40% since late January. The full impact may take months to unfold.
Take Teodor Panterov, president of Central Park Tours in New York City. Spring typically brings 50 daily customers renting bikes to explore the park, but as NYC became a COVID hotspot, tourism vanished. Faced with a shop full of idle bikes, Panterov turned empathy into action: his team now lends bikes for free to food delivery workers on an honor system—swap your ID for a bike at shift's end. About a dozen use them daily, and he's partnering with apps like DoorDash and Grubhub for broader support.
“So many people are out of work, but food delivery remains essential,” Panterov says. “A bike means faster deliveries and bigger tips. It may not be much, but we're helping however we can and exploring more ways to give back.”
In Mooresville, North Carolina, Baker SoftWash—a pressure washing and roof cleaning firm—leverages its status as an essential sanitizing service to serve the community. “Spring is our peak season, but business slowed,” says owner Shawn Baker. “During downtime, we're giving back by cleaning playgrounds and schools to make neighborhoods safer as we reopen.”
His five-person team has sanitized 12 public playgrounds, with 20 more sites queued. Baker notes other washing companies worldwide are following suit, and they'll continue post-restrictions.
As unemployment soared, some businesses boosted morale creatively. West Los Angeles' Good People Coffee shipped free toilet paper rolls with orders early in lockdowns. They painted 6-foot Candy Land-style tiles around the store to guide takeout lines, blending fun with safety. This aligns with their year-round mission partnering with coffee farmers in underserved regions worldwide.
“This crisis shakes everyone emotionally,” says co-owner and creative director Chuck Herrera. “We educated staff and customers on new protocols using color, humor, and reminders that social distancing is temporary. We're in this together.”
Puzzle demand exploded (rivaling toilet paper), and woman-owned JIGGY, which features artwork from emerging female artists, saw sales jump 200%. As galleries shuttered, founder Kaylin Marcotte launched “JIGGY Originals” on May 6: a virtual auction of hand-painted puzzles by artists and celebrities, with proceeds split between creators and the COVID Artist Relief Fund.
“We've raced to meet puzzle demand while hearing from struggling artists,” Marcotte explains. “JIGGY Originals bridges that gap, supporting individuals and the industry.”
(See this Instagram post from JIGGY.)
Artists are spreading joy too. The Neon Tea Party sells quarantine friendship bracelet kits, donating proceeds to Free Arts NYC for 2,000 homeless kids in shelters. DJ Rob Ferre, whose 50 spring gigs vanished, hosts "Doorstep DJ" remote dance parties in Salt Lake City—families dance from porches as he cruises neighborhoods. He ran 15 last month, with more planned.
Despite threats to their survival, small businesses are uniting to aid customers and competitors—a vital show of solidarity.
“Our success ties to other businesses and people,” says Brittany Merrill-Yeng, co-founder of Skrewball Whisky, America's first peanut butter whiskey. “We don't chase profits alone; helping now pays back tenfold and builds a better world for our kids.”
Skrewball's "Skrew COVID-19" campaign has donated $250,000 to USBG's Bartender Emergency Assistance, plus $200,000 to Children of Restaurant Employees (CORE) and California's Restaurant Care Program. Their 10-person team delivered $50,000 in care packages to San Diego families and shifted production to donate hand sanitizer to police, fire stations, and hospitals.
Many craft breweries and distilleries pivoted similarly. Garment makers like LA's Suay Sew Shop went all-in on masks: after rigorous testing, their design filters 95% of particles. In April, they distributed 27,000 free masks nationwide to healthcare workers, essentials, immunocompromised individuals, and the homeless—funded by GoFundMe. Now, sales support LA garment workers.
These stories represent countless small businesses bearing the crisis's weight yet choosing compassion over despair. As America's economic backbone, they embody unity over division. Support them: shop local cafes, markets, bookstores, and toy stores daily. Tools like Trestle browser extensions help align purchases with values from small biz to sustainability. Quarantine ends, but our choices today shape tomorrow.
