The Saturday after Thanksgiving is traditionally a time to support small businesses and bolster local economies — and Saturday is no different.
Dozens of Los Angeles-area retailers are offering incentives to lure Saturday shoppers seeking unique, less commercialized gifts, meals and entertainment.
In 2024, consumers spent an estimated $22 billion at independent retailers and restaurants during Small Business Saturday, according to American Express, which started the annual promotion in 2010 under the banner “Shop Small.”
A Forbes Research survey showed support for small businesses has surged from 65% in 2024 to 81% in 2025.
For every $100 spent at a locally owned business, $68 stays in the local economy compared to just $43 when spent at a national chain, the American Independent Business Alliance officials said.
Further, the group found that local stores put more of every dollar back into the community through wages and spending, which strengthens local economies.
Los Angeles area pop-ups and promotions for this year’s Small Business Saturday include:
- Malibu — Still reeling from January’s devastating Palisades wildfires that cost the community at least 13 small businesses, Mayor Marianne Riggins expressed the urgency of helping local businesses recover. “I know how important our local small businesses are to the heart and soul of this community,” Riggins said in a community message. “Small Business Saturday … is the perfect opportunity to help support Malibu’s recovery. Show your love for Malibu — shop local, dine local, and find unique holiday gifts to help keep our community vibrant. Together, we can strengthen our local economy, support our neighbors, and help ensure Malibu thrives for generations to come.”
- Altadena — Business leaders are hoping local patronage will help revive its struggling commerce sector. “Even though Altadena has had a massive fire with tremendous destruction, we still have businesses that are functioning, and we want people to patronize them,” Phlunte Riddle of the Altadena Chamber of Commerce said. From noon to 4 p.m., the chamber is sponsoring the Altadena Small Business Market at Mariposa Junction, 849 E Mariposa Ave. It will feature local vendors, food offerings and live entertainment. Details can be found here.
- Pasadena — The Crown City is pulling out all the stops to draw consumers to the community’s small businesses, including free bus rides, limited-edition tote bags and prize giveaways. Officials with the City of Pasadena and Visit Pasadena said local businesses will serve as welcome stations, distributing “Shop Small Pasadena” canvas tote bags while supplies last. Pasadena Transit will waive fares Saturday to make it easier for residents to reach the city’s 700-plus restaurants and retail corridors. Details can be found here.
- Leimert Park — The lifestyle brand Kids of Immigrants will host a community marketplace from noon to 6 p.m. at Life Development University, 4241 Crenshaw Blvd. It will include local brands and creatives, conversations about cooperative economics, surprise drops, customizations, DJs, complimentary bites, coffee and other drinks. Details can be found here.
Source: NBC Los Angeles