Pasadena’s Small Businesses Call This Weekend Their ‘Super Bowl’—After a Brutal 2025

Vanessa Nabhani calls Small Business Saturday her “Super Bowl.”

“It’s our most important day of the year because that’s when we get to really celebrate with our local community,” said Nabhani, founder and owner of PlayLab Beauty in Old Pasadena. “This community means everything to us.”

For Pasadena’s independent retailers, this year’s November 29 event arrives after what multiple business owners described as one of the hardest years in memory.

“2025 has been very hard,” said Cheryl Auger, owner of My Zero Waste Store. “First of all, we lost 30 to 35% of our customers from the fires.”

Pasadena is home to more than 1,600 retail businesses and over 700 restaurants, according to the City of Pasadena. Nationally, 84% of small business owners report Small Business Saturday is essential for holiday revenue, according to data from the U.S. Small Business Administration.

Nabhani’s PlayLab Beauty, which specializes in Korean skincare products, felt the impact.

“We did experience a setback with the fires earlier this year, so it’s been really leaning on our community around us,” Nabhani said.

Small Business Saturday has generated over $200 billion in consumer spending at small businesses nationwide since 2012, according to the Small Business Administration.

Interviews with four Pasadena business owners and district leaders reveal how independent retailers are navigating economic headwinds while banking on community loyalty and in-person shopping to stay afloat.

Auger said her store’s struggles extended beyond the fire-related customer losses.

“We saw sales plummet 50% from June 6 to mid-July,” she said.

Nabhani said neighboring businesses have helped each other through.

“Whether that’s Jill Pearson from Hömage, she’s been really supportive of us, or whether that’s Flower over at the Unicorn Store,” Nabhani said. “There are a lot of small businesses around here that are really helping each other through.”

Auger said she expects the economic pressures to continue.

“I think with the slowing of the economy and the loss of jobs, it’s going to be harder for many businesses to stay afloat,” she said.

She also anticipates hardship for her customers.

“I think it’s going to be a very hard year for people due to the lapse in SNAP benefits, and other programs being cut,” Auger said, “so maybe instead we will send out a recipe for a hardy soup or something like that.”

In the Playhouse Village district, organizers are pulling out the stops to draw shoppers.

“Throughout December, our Playhouse Village Ambassador Guides team will surprise unsuspecting guests with AMEX Gift Card prizes from $20 to $100 at select district businesses every weekend leading up to Christmas,” said Brian Wallace, president and CEO of the Playhouse Village Association. “We hope this will be another way to entice locals to get out and show your love for the businesses in our neighborhood.”

Five Playhouse Village businesses will serve as Welcome Stations on Small Business Saturday, distributing free limited-edition tote bags featuring a “Shop Small Pasadena” design: Vroman’s Bookstore, Union Street Toys, Run With Us, Sibylline Records, and Republic of Lucha.

Pasadena Transit is offering free rides on Friday and Saturday, November 28-29 to all shopping districts, according to the city.

Wallace emphasized that the value of the district extends beyond transactions.

“Although so much attention this time of year goes to buying gifts, a lot of the value of being in Playhouse Village is the community atmosphere,” he said.

“We have our tree lighting event on December 4 at Playhouse Village Park, there are holiday concerts and open houses during the season, and the overall vibe means you can enjoy this time of year with neighbors and family whether or not you’re here to shop,” Wallace said.

Old Pasadena is a 22-block National Register Historic District with nearly 200 independent businesses, according to the Old Pasadena Management District.

PlayLab Beauty is running four holiday promotions.

“We are doing seven days of deals leading into Black Friday,” Nabhani said. “So from November 20th until the 26th, every day we have a gift with purchase.”

The store is also offering a free full-size product with purchase on Black Friday, a different product on Cyber Monday, and participating in One Colorado’s extended holiday shopping day on December 4.

“You can make a free key chain lip gloss key chain product,” Nabhani said of the December 4 event.

At Rebecca Crews LLC in Old Towne Pasadena, the holiday season is bringing a new product line.

“This holiday season we are adding new items to our collection with the introduction of our new business casual collection,” said I’sha Darrington, the store’s Creative Brand Director. The collection features denim jeans in three styles, cashmere scarves, patterned wool pants, and other items.

“For Black Friday we are offering 25-70% off select items online and in-store, and all the sales will run Friday through Monday for Small Business Saturday and Cyber Monday,” Darrington said.

Auger is taking a different approach at My Zero Waste Store.

“We are focused on supporting local vendors so I sent out a marketing newsletter focused on all of our LA County vendors,” she said.

Auger said the store is promoting what she called “the black out the system initiative which is encouraging everyone to not shop at Amazon and other large businesses for the holiday season.” The store is also promoting using cash instead of credit cards.

“We are closed on Mondays and have a very low online presence so will not actively participate in Cyber Monday but people can place orders,” she said.

Amazon did not respond to a request for comment.

Nabhani said she started PlayLab Beauty as a direct response to online shopping.

“When we started this business, it was really a reaction to how just terrible an experience it is to shop for beauty on Amazon,” she said.

“We wanted the store to be very touch and feel and come and the beauty advisors here to help you understand how to buy the product, how to use the product, take you along with them on their skincare journey,” Nabhani said.

Kristin McGrath, Executive Director of Visit Pasadena, said in a city statement that “Pasadena is full of small businesses offering authentic and meaningful experiences.”

Darrington said brick-and-mortar retail offers advantages that online shopping cannot replicate.

“When shoppers choose to visit our store, we offer our clients a more tailored customer experience,” she said. “From personal styling, to advise from knowledgeable sales associates on cosmetics, clothing and accessories.”

“As a brick and mortar business we have the advantage of creating an immersive atmosphere that allows the customer to feel more in touch with the brand,” Darrington said.

Auger described a similar atmosphere at My Zero Waste Store.

“We are like Cheers, the old TV show, where we know our customers names and what they like to shop for,” she said. “It’s very personable.”

Nabhani said her store’s focus on Korean skincare products offers customers better value.

“We try to keep everything in the store under $40,” she said. “A serum these days could run $60, $70, $80. We’ve got plenty of serums here in the $20 range.”

“With the Korean products, you cut out a lot of the fancy packaging that’s unnecessary,” Nabhani said. “You cut out a lot of the celebrity names that you’re paying a lot for. And so that’s kind of the secret to why you’re getting better products at better prices.”

Darrington said visibility remains a challenge for independent businesses in Old Pasadena.

“I believe visibility is always the biggest challenge for independent businesses,” she said. “A lot of amazing businesses are tucked away in the beautiful courtyards and alleys of Old Towne Pasadena.”

She said the area is changing for the better.

“With support from organizations like oldpasadena.org alongside the new renovations to Hugus Alley courtyards and the excitement from new restaurants and shops openings in the local area, people are beginning to explore more of what Old Towne Pasadena has to offer,” Darrington said.

Both Darrington and Auger emphasized the broader community impact of shopping locally.

“As a Pasadena native and business owner I believe it’s important for shoppers to understand that when you shop local you’re not just making a purchase, you’re playing a role in building a stronger community and creating lasting legacies,” Darrington said.

Auger put it more bluntly.

“If I could share one message, it would be to support local businesses because we help create local jobs and add money to the local economy,” she said.

The City of Pasadena’s Pasadena Loves Local campaign states that $68 of every $100 spent at local businesses stays within the community; the underlying methodology was not provided in campaign materials.

David Klug, City of Pasadena Economic Development Director, said in a city statement that “by shopping small, residents and visitors alike support the entrepreneurs and family-owned businesses that make Pasadena unique.”

Wallace said Playhouse Village businesses are participating in the city’s new digital rewards program.

“Playhouse Village small businesses are also a part of the City of Pasadena’s Open Rewards program, the new app to earn cash-back rewards for purchases at participating businesses throughout the season,” he said.

The city launched the Open Rewards pilot program on October 1, 2025, offering shoppers 5% cash back at participating local retailers and restaurants, according to a city announcement. The program caps rewards at $10 per transaction and $200 per user while funds last.

Despite the challenges some businesses have faced, the Playhouse Village district has seen new openings.

“Several new businesses will welcome their first Black Friday and holiday season, including the recently-opened AC Hotel, Robbins Brothers Fine Jewelers flagship store, and KazuNori handroll bar,” Wallace said. “Coming soon are HiHo Cheeseburgers and Cheesesteaks by Mat.”

Despite the district’s long-term growth—Old Pasadena sales increased 95% over approximately the past decade to nearly $730 million annually, according to OPMD budget documents; the exact baseline year was not specified—some individual businesses have struggled in 2025.

Looking ahead, business owners highlighted upcoming events beyond Small Business Saturday.

Nabhani said PlayLab Beauty will participate in One Colorado’s extended holiday shopping day on December 4, with extended hours and an in-store activity.

Wallace said Vroman’s Artisan’s Holiday Market is scheduled for November 30 from 11 a.m. to 4 p.m. in celebration of Artists Sunday. The Monarca Sol Collective Holiday Artisan Mercado is December 6 from 4 p.m. to 8 p.m. in Arcade Lane, featuring artisan vendors, ornament making, and music.

Nabhani, who grew up around Old Pasadena, said she has childhood memories of shopping with her family in the area during the holidays.

“The trees are lit up,” she said.

“How lucky are we that we get to shop outdoors with the trees lit around us living in Southern California”

Small Business Saturday is November 29.