Already, companies are learning how not to celebrate Juneteenth.
It’s like Juneteenth is bustin’ out all over,” says Rev. John Mosley, who has been organizing Juneteenth gatherings in New Orleans since the early 1990s.
TIME talked to Black activists who have organized Juneteenth celebrations for decades—including campaigners who advocated for Juneteenth to become a national holiday, a goal they achieved in 2021. They all agreed that it will take some time for most Americans to learn the best ways to honor Juneteenth—and that some commercialization is to be expected.
“I’m hoping that I don’t look up one day and see Juneteenth sales like you see Fourth of July sales, but of course at some point in the future it could happen,” says Deborah Evans, a spokesperson for the National Juneteenth Observance Foundation, which promotes educational programming about Juneteenth and advocated for Juneteenth to become a federal holiday. “We’ve been the stepchild of holidays for years.
Cliff Robinson, who runs the website Juneteenth.com which lists Juneteenth celebrations nationwide, says that people should think of Juneteenth as another
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