The American Booksellers Association is thrilled to announce Trevor Noah as the 2024 official spokesperson for Indies First, a national campaign of activities and events in support of independent bookstores that takes place on Small Business Saturday, the weekend after Thanksgiving.

Since the program’s launch in 2013, notable figures have served as spokesperson for Indies First, encouraging readers and shoppers to visit their independent bookstores on Small Business Saturday. Spokespeople have included Amanda Gorman, Celeste Ng, Roxane Gay, Dan Rather, N.K. Jemisin, Jason Reynolds, Cheryl Strayed, and more.

Trevor Noah is one of the most successful comedians in the world and was the host of the Emmy® Award-winning “The Daily Show” on Comedy Central. Trevor has also notably served as the Grammy Awards host for four years in a row. Trevor currently hosts a Spotify original weekly podcast titled What Now? With Trevor Noah. 

Trevor is the author of the #1 New York Times bestseller Born a Crime: Stories from a South African Childhood which won the 2017 Thurber Prize for American Humor. 

Trevor's success has also spanned to sold out stand-up comedy shows across 5 continents and 4 Netflix stand-up specials which received multiple Emmy and Grammy nominations.

Trevor moved from in front of the camera to a behind-the-scenes turn as executive producer with his Emmy-nominated production company, Day Zero Productions (DZP). In 2018, Trevor launched the Trevor Noah Foundation to improve equitable access to quality education for underserved youth in South Africa. Trevor’s vision is a world where education enables youth to dream, see and build the impossible.

Readers are invited to celebrate Indies First by visiting their favorite local bookstore (or bookstores!) the Saturday after Thanksgiving.

Follow news about Indies First in Bookselling This Week and via the hashtag #IndiesFirst on social media.

Inquiries about Indies First can be directed to indiesfirst@bookweb.org.