Pasadena Launches Holiday Shopping Campaign to Support 1,600 Local Retailers

Pasadena will launch a holiday shopping campaign Saturday, Nov. 29, aimed at driving customers to more than 1,600 independent retailers and 700 restaurants across Pasadena’s commercial districts.

The initiative, developed with Visit Pasadena, begins on Small Business Saturday, coinciding with the Thanksgiving holiday weekend, and runs through December. Select businesses will distribute free limited-edition “Shop Small Pasadena” tote bags while supplies last.

City officials say the campaign highlights the independent merchants that distinguish Pasadena’s shopping areas from chain-dominated retail centers.

The push comes as small businesses nationwide face mounting competition from online retailers and big-box stores. Small Business Saturday, created in 2010, has become a counterpoint to Black Friday’s corporate sales.

Pasadena’s diverse retail landscape spans Old Pasadena, South Lake Avenue, and neighborhood districts. The city has long cultivated its reputation as a destination for unique shops and dining experiences.

For Thanksgiving,  most city services will close Thursday and Friday, Nov. 27 and 28, including City Hall, libraries, and recreation centers, a city announcement said.

Fire and police departments will maintain full emergency staffing. Residents should call 911 for emergencies or (626) 744-4241 for non-urgent matters.

Trash collection will shift to Friday for Thursday’s routes and Saturday for Friday’s routes. Pasadena Transit Route 33 will run Sunday service on Thanksgiving. Other routes won’t operate.

Parking meters will be free on Thanksgiving Day, Nov. 27. Enforcement resumes Friday, Nov. 28.

Libraries close at 5 p.m. Wednesday and reopen Saturday at select branches. Parks remain open for holiday gatherings, though reservations aren’t accepted.