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March 12, 2026
500 contestants take on the ultimate adventure race for a chance to win cash prizes and support local business in the process
Semrush (NYSE: SEMR), a leading software company that helps businesses grow their online visibility, will host the first-ever Semrush Mom & Pop Shop Challenge, an adventure race across Soho and Lower Manhattan in New York City on Friday, March 29.
The challenge invites contestants to visit participating stores, answer multiple choice questions based on online search volume popularity, and then cross the finish line in the fastest time with all correct answers to win a share of $40,000 in cash prizes.
The event is designed to raise awareness of the vital role small businesses play in the community; according to the US Chamber of Commerce, small businesses account for almost half of the United States’ GDP, and almost two-thirds of new jobs created.
“Semrush is all about empowering businesses to elevate their online visibility,” said Andrew Warden, CMO at Semrush. “While we are known for helping businesses of all sizes with their digital marketing efforts, today - in honor of National Mom and Pop Business Owners Day - we decided to focus on small businesses in New York by showcasing our participating businesses in a fun, unique, and competitive way.”
Semrush is running the Mom & Pop Shop Challenge to shine a spotlight on the need to gain visibility both online and in-person for small businesses, especially in crowded and competitive cities like New York.
Participating stores in the Semrush Mom & Pop Shop Challenge include:
- Baked by Melissa (63 Spring St.)
- Café Habana (17 Prince St.)
- MOD Dessert (199 Prince St.)
- Nine Moons Piercing (123 Lafayette St.)
- Shu’s Flower (179 Mulberry St.)
- Soho Bubble Spa (429 Broome St.)
- Sui Yoga (180 6th Ave.)
- Wayla (100 Forsyth St.)
Members of the public are invited to visit semrush.com/lp/momandpop to register their interest. 500 contestants will be selected at random from those who have applied and will start the race at 10:00 AM EDT on March 29 from Washington Square Park. Contestants will be given a map with locations of participating stores, and race around Soho and Lower Manhattan to locate those stores and answer a multiple choice question in each store. Contestants will choose an answer and will be given a corresponding sticker. The questions will be related to the most searched item or service(s) sold in those stores, based on Semrush Traffic Analytics data. The first three contestants who cross the finish line with the fastest time and with all correct stickers on their maps win the cash prizes.
Barbara Corcoran, businesswoman, investor, and lifelong supporter of small businesses, is partnering with Semrush to celebrate Mom and Pop Business Owners Day.
“Supporting local mom and pop shops is so important,” Corcoran said. “I’m proud to partner with a company like Semrush who is dedicated to helping other businesses gain more attention, attract more customers, and stand out from their competition. I encourage everyone to join the Mom & Pop Shop Challenge, and celebrate your local mom and pop shops on March 29th.”
The first three eligible contestants that cross the finish line with all correct stickers on their map will be declared winners and receive: $25,000 for first place, $10,000 for second place and $5,000 for third place. Winners will be named once the final wave of contestants has completed the challenge, around 2:00 PM EDT.
The Semrush Mom & Pop Shop Challenge is limited to 500 participants maximum. No purchase is necessary to participate. Participants must be U.S. residents, and 18 years of age or older to register.
For more information or to register to participate in the challenge, visit www.semrush.com/lp/momandpop.
