Pasadena’s Small Businesses Split on Cyber Monday Participation

Just a day after Small Business Saturday, local retailers are divided on whether Cyber Monday will be a chance to boost holiday revenue with online sales or a day to sit out the digital shopping rush and remain focused on foot traffic.

National forecasts project strong web spending: Adobe Digital Insights expects Cyber Monday to generate $14.2 billion in online revenues nationwide, a 6.3 percent increase over 2024, while the National Retail Federation predicts $1.01 to $1.02 trillion in holiday sales from November through December, up as much as 4.2 percent.

Pasadena businesses face challenges that national data doesn’t capture, including recovery from January’s Eaton wildfires and online competition with e-commerce giants.

Some local retailers are embracing Cyber Monday as a critical revenue opportunity.

Lather owner Emilie Hoyt said the skincare shop is preparing for “one of our biggest online days of the year,” offering up to 30 percent off select days, tiered gifts-with-purchase, and free shipping. PlayLab Beauty is running seven days of deals from Nov. 20–26, with founder Vanessa Nabhani confirming a special product-with-purchase promotion for Cyber Monday itself. Vroman’s Bookstore is also participating, emphasizing both in-store shopping and its online platform. Gold Bug owner Theodora Coleman said she pre-stocked inventory ahead of tariff increases and noted Old Pasadena’s Open Rewards cashback program is drawing customers. Rebecca Crews LLC is also participating, with Creative Brand Director I’sha Darrington announcing 25–70 percent off select items both online and in-store, with sales running from Black Friday through Cyber Monday.

Other businesses are opting out.

My Zero Waste Store owner Cheryl Auger said the shop is closed Mondays and has little online presence, instead promoting a “blackout the system” initiative urging shoppers to avoid Amazon.

Maude Woods owner Carrie Davich said her small store “can’t possibly compete with Cyber Monday,” though she may run a flash sale. Revival BT lacks staffing for online sales, while Coleman said she cannot compete virtually with Amazon and relies on community support.

The divide underscores the stakes of the holiday season for Pasadena retailers, many of whom lost up to 35 percent of their customer base after the fires earlier this year.

With December sales critical for many small retailers to at least break even in 2025, businesses are weighing whether to invest limited resources in online promotions or stick with a focus on in-person shopping experiences.

Small Business Saturday remains a cornerstone. According to the U.S. Small Business Administration, the program has generated more than $200 billion in consumer spending nationwide since 2012, with 84 percent of small business owners reporting it is essential for holiday revenue.

“We’re just hoping people remember that when you shop local, you’re supporting real people and real families,” Hoyt said. “That money stays in our community.”