Sales Figures Not In Yet But Local Small Business Saturday Appeared Robust

It’s too early for official figures yet, but Small Business Saturday in Pasadena seemed bustling good.

“This Thanksgiving weekend was a major success for The Unicorn Store! Both Black Friday and Small Business Saturday exceeded our expectations, with Small Business Saturday seeing double the sales from last year,” said an enthusiastic Flower Cole, Chief Enchantment Officer for the Old Pasadena store.

“We’re so grateful for the overwhelming support from both our loyal customers and new visitors.”

The shopping event is strategically timed the day after Black Friday to boost revenue for smaller local merchants during the crucial fourth quarter.

“It falls right in between two of our busiest times, Thanksgiving and the December holidays and New Year’s,” says Thomas Kalb, co-owner of Agnes Restaurant & Cheesery in Old Pasadena.

Expectations were muted. The United States Chamber of Commerce said in November that due to rising costs and inflation, consumers were expected to spend $191 less at small businesses, a 40% downturn from last year.

However, nearly half of consumers (47%) still said they would choose to shop at small businesses to contribute to their communities and support entrepreneurial success.

In 2023, consumer spending on Small Business Saturday reached $17 billion, and since its inception in 2010, the total reported U.S. spending at small businesses during Small Business Saturday has been an estimated $201 billion.

City officials have pointed to the important role small businesses fill in Pasadena in plumping up the City’s sales tax revenue.

Paul Little, CEO and President of the Pasadena Chamber of Commerce: “I am fully supportive if any and all efforts to drive business to our local and small businesses. Not only to do they employ our local people, put money into our local economy and provide a unique identity for Pasadena, but the in-person, first-hand shopping experience you get in a local store really kick-starts the holiday season with a warmth and friendliness you cannot find anywhere else.”

Local merchants view the day as more than just a sales opportunity.

“Small Business Saturday is about more than just a sales boost—it’s an opportunity to build meaningful connections with our community,” says Vanessa Nabhani of PlayLab Beauty, which opened six months ago.