Today is Small Business Saturday. Head for Old Pasadena.

Published on Nov 23, 2022


In a bid to encourage the community to ‘shop local’ this holiday season and to understand the community benefits that brings, Small Business Saturday on Nov. 26 will welcome Pasadenans to shop and dine at 200 indie stores and restaurants in Old Pasadena. 

“Old Pasadena is home to nearly 200 independent businesses that offer distinctive merchandise, dining, and services. These locally owned small businesses, found “Only in Old Pas,” line our historic district’s quaint side streets and alleys. There’s so much to share as we have a fantastic Small Business Saturday planned,” according to the organizers. 

Pasadenans can start their ‘Small Business Saturday’ at one of four welcome stations in Old Pasadena to get an Old-Pas branded enamel pin, while supplies last. 

“Each Welcome Station will have Pasadena tote bags to give away, and most of these totes have a surprise inside.”

Here are the four welcome stations:

100 N. Fair Oaks Avenue, Pasadena, CA 91103

40 W. Colorado Blvd., Pasadena, CA 91105

13 Douglas Alley, Pasadena CA  91105

28 S. Raymond Avenue, Pasadena 91105

On November 1, Mayor Victor Gordo signed a proclamation declaring Saturday, Nov. 26 as ‘Small Business Saturday.’ 

“It is important to support our City’s valued small businesses, which create jobs, boost our local economy, and preserve our neighborhoods,” the proclamation read. 

Small Business Saturday has its roots from an American Express initiative that started on Nov. 27, 2010, as a counterpart to Black Friday and Cyber Monday, which both feature big box retail and e-commerce stores. 

By contrast, Small Business Saturday encourages holiday shoppers to shop at small local brick-and-mortar businesses.

Since 2010, Small Business Saturday has become a byword and the hashtag #SmallBusinessSaturday has been used to promote small businesses on any Saturday, not only the Saturday between Black Friday and Cyber Monday. 

Small business owners in Pasadena, with help from the City and the Convention and Visitors Bureau, have run marketing specials over the years on Small Business Saturday to take advantage of the boost in foot or online traffic, as most customers are actively shopping for the holidays at this time.

“According to the United States Small Business Administration, there are currently 32.5 million small businesses in the United States, small businesses represent more than 99% of companies with paid employees, and are responsible for over 60% of net new jobs created since 1995; and small businesses employ nearly 47% of the employees in the private sector in our country, and contribute positively to the local community by supplying jobs and generating tax revenue,” the City’s proclamation about Small Business Saturday included.

Each Welcome Station will be giving away $25 and $50 gift cards (60 at each station!) inside the tote bags.  The Old Pasadena Management District sponsored half of gift cards – Amex gift cards of $25 and $50 value – and the businesses of Old Pasadena sponsored the other half – $50 gift cards for places like Homage, Avocado, etc. For more information, please visit

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