Local Retailers Gear Up for ‘Small Business Saturday’ as Black Friday Online Sales Hit Record $11.9 Billion Pace

With national holiday spending surging and Black Friday online sales on track to shatter records, Pasadena’s independent retailers are preparing for Small Business Saturday today, with giveaways, raffles, and discounts—and a renewed sense of urgency.

The National Retail Federation has projected U.S. retail sales will grow between 3.7% and 4.2% this season, but fresh data from the last 24 hours shows the holiday is off to a roaring start digitally, even as foot traffic at major chains appeared calmer. Adobe Analytics reported that U.S. online sales had already reached $8.6 billion by 9:30 p.m. on Black Friday, up 9.4% from last year.

Based on this surge, Adobe revised its full-day forecast upward late Friday, projecting Black Friday online spend to land between $11.7 billion and $11.9 billion—a new single-day record.

In contrast to the digital frenzy, in-store crowds at major big-box retailers were described as “muted” by Reuters throughout Friday, with shoppers showing caution amid lingering inflation concerns.

This widening shift places a higher premium on today’s “Small Business Saturday” efforts, which local merchants describe as critical.

“It’s our most important day of the year because that’s when we get to really celebrate with our local community,” Vanessa Nabhani, owner of Old Pasadena’s PlayLab Beauty, told Pasadena Now earlier this week, calling the event her business’s “Super Bowl”.

To draw shoppers away from screens and into stores today, Pasadena businesses are offering tangible perks:

• Welcome Stations at Vroman’s Bookstore, Union Street Toys, and other locations are distributing free “Shop Small” canvas tote bags.
• Free Rides are being offered on Pasadena Transit and Dial-A-Ride buses throughout the day to ease parking congestion.
• Cash-Back Rewards: The city is promoting the “Open Rewards” app, allowing shoppers to earn 5% cash back at participating local businesses.

As the focus shifts from yesterday’s doorbusters to today’s community support, Pasadena officials hope the national spending momentum translates to the local register. 

“By shopping small, residents and visitors alike support the entrepreneurs and family-owned businesses that make Pasadena unique,” said David Klug, the city’s Economic Development Director.

Most local merchants say they aren’t trying to compete with the digital rush — they’re focused on offering something that screen-based shopping simply can’t.

“The beauty of our store is that you often don’t know what you’re looking for until you see it,” said Theodora Coleman of Gold Bug, which is offering 10% off hand-blown ornaments and a free perfume gift with purchase. “Everything is three-dimensional and tactile. It’s something you have to discover in person.”

Lather’s Emilie Hoyt said their products are designed to be experienced.

“You need to touch them, smell them, feel the texture. It’s about wellness rituals — things you can’t fully capture online,” she said.

At PlayLab Beauty, owner Vanessa Nabhani agrees.

“Shopping here is meant to be immersive — very touchable, very personal,” she said.

Nabhani has been extending promotions for the seven days leading up to Black Friday, ending with giveaways on Small Business Saturday.

“For us, this day is kind of like the Super Bowl,” she said, noting her store endured fire related losses earlier this year and leaned on neighboring shops for support.

Other Old Pasadena holiday weekend discounts include:

• Jenette Bras — tiered discounts up to 30% off plus raffle prizes

• Maude Woods — 15% off holiday décor and a raffle for a pinecone wreath

• Lather — up to 30% off on select days, plus in-store raffles and double loyalty points

• Rebecca Crews LLC — select apparel marked down 25%–70%, both in-store and online

Four welcome stations — at Doggee Club, NEO Pasadena, Shopaholic Sample Sales and Store 242 — will hand out free “Shop Small Pasadena” canvas tote bags while supplies last.

In the Playhouse Village district, ambassadors will also surprise shoppers with AMEX gift card prizes ranging from $20 to $100 every weekend in December.

Pasadena Transit is offering free rides Nov. 28–29 to all shopping districts, and the city’s new Open Rewards app provides 5% cash back at participating businesses, capped at $200 per user.

For Carrie Davich, owner of the home decor and gift retailer Maude Woods, the day is about more than just revenue. “Independent shops are what give a community its character,” she said. “If locals don’t support them, many won’t make it.”

Cheryl Auger of My Zero Waste Store says simply: “Support local businesses because we help create local jobs and add money to the local economy.”

City officials say the impact is measurable. $68 of every $100 spent at local businesses stays within the community, according to research.

David Klug, Pasadena’s economic development director, said shopping small “supports the entrepreneurs and family-owned businesses that make Pasadena unique.”

I’sha Darrington, creative brand director of Rebecca Crews LLC, said she hopes shoppers think beyond the transaction this season.

“When you buy from a local business, it isn’t just a purchase,” she said. “It’s an investment in the community.”