Aug. 30, 2021 — JACKSONVILLE, Fla. — Civic and community leaders from across Northeast Florida have joined together to support 904 Day, a campaign to rally support for local businesses on Saturday, September 4, 2021 (9/04). 

Residents and visitors alike are encouraged to support all things local over Labor Day Weekend — from one-of-a-kind shops and independent restaurants, to attractions and destinations that contribute to Northeast Florida’s unique quality of life. 

904 Day has been celebrated as a grassroots movement for several years, with Northeast Florida residents, organizations and companies alike showing their support by tagging posts with #904Day on September 4.

Melissa Ross, host and producer of “First Coast Connect” and “The Florida Roundup” on WJCT Public Media, saw an opportunity to expand the concept’s visibility after witnessing widespread support for similar campaigns in other Florida cities, such as Orlando (407 Day) and Miami (305 Day).

Additional campaign partners for 904 Day include Downtown Vision, the nonprofit Business Improvement District for Downtown Jacksonville; the JAX Chamber, the not-for-profit chamber of commerce that serves members across Northeast Florida; Visit Jacksonville, the city’s official Destination Marketing Organization (DMO); the First Coast Hispanic Chamber of Commerce, which connects and promotes Hispanic-owned and operated businesses; and Wingard, a Jacksonville-based marketing and communications agency.

“The conversation started on social media, which has become an even more important way for people to find information about local businesses during the pandemic,” said Ross. “Our collective goal in launching the 904 Day campaign is to shine a light on these businesses in a fun, celebratory way. Whether you are a longtime resident or just visiting for Labor Day weekend, we hope you’ll seek out local businesses on Saturday, September 4.”

904 Day celebrates all local businesses, especially small ones. According to the Small Business Administration, Florida has more than 2.7 million small businesses — representing 99.8% of businesses across the state. As Northeast Florida’s population continues to grow, these independent ventures are critical to creating jobs on the First Coast.

“Local businesses are the heartbeat of our community, as well as our economy,” said Ben Johnson, President of Martin Coffee Company and the JAX Chamber’s 2020 Overall Small Business Leader of the Year. “Supporting independent shops, restaurants, destinations and organizations on 904 Day — and every day — is vital to maintaining Northeast Florida’s reputation as a great place to live, work and play.” 

Business owners, residents and visitors can participate in the campaign by tagging their social media photos and posts with #904Day. Campaign graphics are available for download at bit.ly/904Day2021.