Create & Cultivate and Mastercard launched Main Street Love on December 7, 2020, bringing products from women-owned small businesses into a digital holiday shopping experience. The campaign was scheduled to run through December 23.

The collection covered home accessories, fashion, beauty, personal care and culinary products. Shoppers could discover gifts through curated editorial presentation, learn about the founders and purchase directly from participating businesses rather than through a single shared checkout.

More than 20 businesses and founders were featured, including ByTezza, Yes I AM INC, Care Package and Chillhouse. The partners said the format enabled people to support businesses outside their own neighborhood while shopping from home.

The launch drew on Mastercard research showing that 77% of U.S. respondents intended to shop locally during the 2020 holiday season. It also found that brand values influenced gift preferences. The project applied those findings to a time-limited shopping campaign during the pandemic.