Pasadena residents heading out for Small Business Saturday on Nov. 29 will find a few extra reasons to stay local: free bus rides, limited‑edition tote bags, and prize giveaways in Playhouse Village. The city is layering these incentives onto a national shopping movement that has generated more than $220 billion in consumer spending at small businesses nationwide since American Express launched it in 2010.
The City of Pasadena and Visit Pasadena announced that 24 local businesses will serve as welcome stations, distributing “Shop Small Pasadena” canvas tote bags while supplies last. Pasadena Transit will also waive fares on Friday and Saturday, making it easier for residents to reach the city’s 700‑plus restaurants and retail corridors.
“Small Business Saturday is a reminder of the vital role small businesses play in our city and economy,” said David Klug, the city’s Economic Development Director.
For merchants, the stakes are high. Vanessa Nabhani, owner of PlayLab Beauty in Old Pasadena, described Small Business Saturday as her “Super Bowl.” She added, “our most important day of the year because that’s when we get to really celebrate with our local community.” Cheryl Auger, who runs My Zero Waste Store, said her business lost 30 to 35 percent of customers after the January Eaton Fire destroyed 4,627 structures in neighboring Altadena, according to CAL FIRE.
Where to Find the Welcome Stations
- Old Pasadena: Doggee Club, NEO Pasadena, PlayLab Beauty among the four stations.
- Playhouse Village: Five stations including Vroman’s Bookstore and Union Street Toys. The district will also hold weekend prize giveaways in December, with American Express gift cards ranging from $20 to $100.
Kristin McGrath, executive director of Visit Pasadena, said, “This holiday season, we encourage everyone to explore these independently owned shops and eateries that make the city a must-visit destination.” Brian Wallace, president of the Playhouse Village Association, added, “We hope this will be another way to entice locals to get out and show your love for the businesses in our neighborhood.”
National Context
According to an American Express impact study, 86% of U.S. consumers plan to shop small this holiday season, and small business owners expect nearly 20% of their annual revenue to come from Small Business Saturday sales. The U.S. Small Business Administration backs the program, noting that small businesses employ half of the private sector workforce and generate nearly half of GDP.
Pasadena’s campaign also builds on a city pilot program launched Oct. 1 that offers 5% cash back on local purchases through March 31, with rewards capped at $200.
Small Business Saturday in Pasadena takes place Saturday, Nov. 29. Free Pasadena Transit rides are available Friday and Saturday, and tote bags will be distributed at 24 welcome stations across the city’s commercial districts. Prize giveaways in Playhouse Village continue through December. Standard city and district parking applies. For details, including the full list of welcome stations and transit information, visit Bit.ly/ShopLocalPasadena or call the City of Pasadena.
