Despite Latinos’ best efforts to explain the true story behind Cinco de Mayo, it seems nothing will stop fraternities and the general American public from turning the holiday into an excuse to get turnt up. 

But we refuse to surrender!

Since the country seems so eager to celebrate Mexican culture, why not channel that festive spirit into supporting the men and women who embody it? So put the margarita down and, instead, treat yourself to an avocado bath bomb, a “ride or die” necklace or a bilingual book for your child.

Here are 11 businesses owned by Mexicans and Chicanos that you can support on Cinco de Mayo: 

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