Column. November Is “Thank a Business” Month

As November unfolds, the Better Business Bureau (BBB) invites consumers across East Texas and beyond to show appreciation for the local businesses which make our communities stronger. BBB encourages East Texans to leave reviews, refer trusted companies to friends and family, engage with businesses on social media, shop locally and take part in special promotions or events.

The timing couldn’t be better. According to BrightLocal’s 2026 Local Consumer Review Survey, 97% of consumers read reviews when choosing a local business, and nearly half trust online reviews as much as recommendations from people they know. Reviews are also shaping how people search. The share of consumers using ChatGPT and other AI tools for local recommendations has climbed to 45%, up from 6% in BrightLocal’s earlier survey, and 82% say they read AI-generated summaries of reviews.

So why does it matter so much? When customers take the time to share their experiences, it builds what is known as social proof, which gives new customers the confidence to give a business a try. Genuine reviews build trust and influence buying decisions. And because AI tools increasingly summarize what customers say, every honest review helps shape how a business shows up online.

“A simple ‘thank you’ can go a long way,” said Mechele Mills, President and CEO of BBB Serving Central East Texas. “Your review or shout-out could be the encouragement a business owner needs to keep going, and it reminds all of us that trust still matters in today’s marketplace.”

Here’s how you can show businesses some love this “Thank a Business” Month:

Share your story by leaving a review. Whether online or in person, praising a business you trust reinforces its credibility. A review on BBB.org affirms a positive experience and signals to other consumers, and to the business, that you value integrity in the marketplace.

Keep it genuine and specific. The most helpful reviews describe what actually stood out, such as a technician who explained the repair or an owner who made a problem right. Only review businesses you’ve actually used. Fake reviews hurt honest businesses and the consumers who rely on them, and they’re now against federal rules. The Federal Trade Commission adopted a rule banning fake reviews in 2024, and in December 2025 it warned 10 companies about possible violations.

Refer and engage. Word of mouth remains one of the strongest drivers of small-business growth. When you refer a friend to a business you trust or tag a business in a social post, you’re contributing to a network of trust which fuels local commerce.

Shop with purpose. Supporting local businesses isn’t just about spending; it’s about building community. During “Thank a Business” Month, consider making a purchase, or leaving a tip where service stands out. These small actions help build momentum for the businesses we count on.

Want to take your thank-you one step further? Nominate your favorite businesses for the 2027 BBB Awards for Excellence at BBBAwards.org. Each year, the awards celebrate East Texas businesses which go above and beyond to earn their customers’ trust, whether it’s the mechanic who always tells you the truth, the contractor who shows up when promised or the family restaurant which knows your order by heart. Nominations close November 25, public voting opens in December, and winners will be announced on KLTV in February. A nomination takes just a few minutes, and it may be the most meaningful thank-you a business owner receives all year.

As the holiday season approaches, a simple act of appreciation now can pay forward throughout the year. Supporting trustworthy businesses not only benefits individual companies; it strengthens the fabric of local commerce.

If you’re ready to make an impact, visit bbb.org/leave-a-review and be part of a movement which recognizes businesses committed to doing business right.

Remember, great businesses are out there. Always look for the BBB seal; it’s the Sign of a Better BusinessSM. Start with companies you can trust by going to bbb.org.

About BBB: BBB is a nonprofit, business-supported organization that sets and upholds high standards for fair and honest business behavior. Most BBB services to consumers are free of charge. BBB provides objective advice, free BBB Business Profiles on more than 5.3 million companies, 11,000 charity reviews, dispute resolution services, alerts, and educational information on topics affecting marketplace trust. Visit bbb.org for more information. BBB Serving Central East Texas was founded in 1985 and serves 19 counties.