Good Morning America's "Deals & Steals" segment recently featured discounted products from brands founded by mothers and members of the AANHPI community.
These segments provide significant visibility for small business owners who often struggle to secure national media coverage. By pairing brand exposure with direct consumer savings, the program aims to support diverse entrepreneurs and stimulate growth for these specific business sectors.
Hosted by Tory Johnson, the segment focused on celebrating mom-founded small businesses and those owned by the Asian American, Native Hawaiian, and Pacific Islander (AANHPI) community. The broadcast served as a platform to showcase a variety of products while offering viewers a way to access them at reduced costs.
Financial incentives were a central part of the feature to encourage viewer engagement. According to the program, deal prices for the featured items start at $8 [1]. Some of the offered discounts reach up to 50% off [2].
The segment combined two distinct themes: the celebration of motherhood in entrepreneurship and the recognition of AANHPI Month. While some reports focused on the mom-founded aspect of the brands, other reports emphasized the focus on AANHPI-founded small businesses. This dual focus allowed the program to highlight a broad range of underrepresented founders within the U.S. economy.
Viewers were encouraged to take advantage of these limited-time offers to support small businesses. The initiative aligns with broader efforts by the ABC network to spotlight diverse voices and entrepreneurial success stories across the country.
“Deal prices start at $8”
The use of a high-traffic morning show to promote AANHPI and women-led businesses reflects a trend in corporate media to integrate diversity, equity, and inclusion (DEI) goals into consumer-facing content. By providing tangible discounts, the network converts passive viewership into active economic support for marginalized entrepreneurs.
