As Black Friday approaches, Pasadena is spotlighting its independent retailers and restaurants with a citywide “Shop Small Pasadena” campaign, part of a national push to support local businesses during the holiday season.
The initiative, spearheaded by the city of Pasadena and Visit Pasadena, launches with free tote bag giveaways at welcome stations across the city and continues through December.
Nationally, the National Retail Federation projects holiday retail sales will surpass $1 trillion for the first time, covering both in?store and online purchases. Last year, 131.7 million Americans shopped on Black Friday, with average spending around $650 per shopper, according to Capital One Shopping Research.
Locally, Pasadena Transit will offer free rides on Friday, Nov. 28, and Saturday, Nov. 29, making it easier for shoppers to reach the city’s more than 1,600 independent retailers and 700 restaurants.
Kristin McGrath, executive director of Visit Pasadena, emphasized the city’s focus on in-person shopping experiences.
“Pasadena is full of small businesses offering authentic and meaningful experiences,” she said. “This holiday season, we encourage everyone to explore these independently-owned shops and eateries that make the city a must-visit destination.”
Why the Holiday Season Matters
For Julia Cowlishaw, CEO of Vroman’s Bookstore, the holiday season sets the tone for 2026. “A successful holiday season supports our business throughout the rest of the year,” she explained.
Vroman’s is pulling out all the stops this year, hosting a Type-In event and special story time on Saturday, followed by a Holiday Market showcasing work from local artists.
Down the street, Caity Shaffer, owner of Sibylline Records, has a similar take on November and December. “Rocket fuel for the rest of the year,” she calls it.
Shaffer has expanded her hours and rolled out discounts to draw shoppers in. But this year carries an extra weight—her shop lost inventory in the Eaton Fire. Even so, she’s determined to give back.
Shaffer’s prioritizing discounts for customers affected by the fires and running a Pay-It-Forward gift card fund to help neighbors recover.
Cheryl Auger, who runs My Zero Waste Store, faces a similar uphill battle. December sales are critical for her bottom line, especially after losing up to 35% of her customer base in the aftermath of the fires.
She’s using the holiday push to make a point: support local vendors, not corporate giants. “Every dollar spent locally matters,” she says.
Pasadena merchants encourage residents to shop small not only for deals but to sustain the city’s cultural and economic fabric.
“Every single purchase made locally has a huge multiplier effect by keeping more money in the community through hiring, taxes, and donations,” Cowlishaw said.
The upcoming local promotions feature welcome stations for complimentary Shop Small Pasadena tote bags. Locations include Vroman’s Bookstore at 695 E. Colorado Blvd., Sibylline Records at 15 S. El Molino Ave., Republic of Lucha at 465 Converse Alley, MeowMeowz! at 2423 E. Colorado Blvd., and Run With Us at 235 N. Lake Ave. More than 20 other independent shops across the city will participate.
In addition, Pasadena businesses are offering 5% cash-back rewards through the Open Rewards app. Details and participating locations are available at the city’s economic development website: https://www.cityofpasadena.
The promotions are part of Pasadena’s effort to encourage residents and visitors to shop local during the holiday season.
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