Lena Dunham wants you to shop on Small Business Saturday.

The creator and star of HBO’s Girls is joining forces with the American Booksellers Association (ABA) to push support for independent booksellers.

Ahead of the Thanksgiving-weekend shopping rush, she’ll be headlining the Indies 2016 campaign to advertise the niche shopping option. Then, on November 26, Dunham will lend a helping hand.

“Even though my professional comfort zone tends to extend no further than my own bed and personal stash of carbohydrates, I’ll be emerging from under my comforter to hit the floor of Book Soup in Los Angeles on Saturday, November 26, to join the bookselling fun,” Dunham quips in a letter about her role with ABA and Indies First.

Dunham highlights the great community these independent booksellers host.

“The community you find in these stores is unique because it’s about feeling seen in the most surprising of places. It’s the same amount of recognition which makes a good book great,” she said. “It’s when you suddenly catch in somebody else—a bookseller, a shopper, or visiting author—some lovely, secret thought, or dream, or feeling that you were sure was yours alone.”

“Independent bookstores let us find one another. That’s something worth celebrating.”

Video of the Day

Everything is about the millennials. But it shouldn’t be all about the largest generation to date.

IMPACTS’ Coleen Dilenschneider says, hey, there are other generations to cater to. In a new video and a detailed piece for her blog, Know Your Own Bone, she highlights a couple of truths of what marketing to millennials means for other demographics.

Additional Links of Interest

What if your association offered virtual memberships? Not everyone can show up physically, and you may offer products and services professionals can enjoy from afar. Callie Walker at MemberClicks looks at the value and capacity of virtual memberships.

Newsletters are a powerhouse. However, they have to be good. On consultant Frank J. Kenny’s blog, writer Christina Green shares three quick and simple strategies for your association’s newsletter.

One-touch mobile payment systems are the next frontier. Apple Pay is rolling out to mobile and web platforms this week. See James Vincent’s report at The Verge.

(Fortune Live Media/Flickr)