Pasadena Launches Holiday Campaign to Support Small Businesses

Pasadena will launch a citywide campaign this holiday season to encourage residents and visitors to shop local, beginning with Small Business Saturday on Nov. 29 and continuing through December.

The initiative, led by the City of Pasadena in partnership with Visit Pasadena, highlights the city’s more than 1,600 independent retailers and 700 restaurants. To kick off the campaign, select small businesses will host welcome stations offering free, limited-edition canvas tote bags featuring a special “Shop Small Pasadena” design, available while supplies last.

To further incentivize local shopping, the city is promoting the Open Rewards app, which allows users to earn cash-back rewards at participating businesses. The app is available for download and aims to make supporting local merchants more rewarding.

Pasadena Transit will offer free rides on Friday, Nov. 28, and Saturday, Nov. 29, to make it easier for shoppers to access the city’s commercial districts. Transit schedules, maps and real-time arrival information are available at PasadenaTransit.net..

“Small Business Saturday is a reminder of the vital role small businesses play in our city and economy,” said David Klug, Pasadena’s Economic Development Director. “By shopping small, residents and visitors alike support the entrepreneurs and family-owned businesses that make Pasadena unique.”

Kristin McGrath, executive director of Visit Pasadena, added, “Pasadena is full of small businesses offering authentic and meaningful experiences. This holiday season, we encourage everyone to explore these independently owned shops and eateries that make the city a must-visit destination.”

Participating welcome station locations include Atelier by Artmingo, Republic of Lucha, Vroman’s Bookstore (695 East Colorado Boulevard), MeowMeowz!, Union Street Toys, and Poo-Bah Record Shop (2636 East Colorado Boulevard), among more than 30 small businesses across Pasadena. A full list of participating locations is available at Bit.ly/ShopLocalPasadena.

Local businesses are encouraged to participate by tagging @CityOfPasadena and @VisitPasadena on Instagram and using the hashtags #ShopPasadena and #SmallBizSat to boost visibility and community engagement.

For inquiries, contact the City Service Center during business hours at (626) 744-7311, or click VisitPasadena.com, or follow @VisitPasadena on Instagram and Facebook.