Friday, November 28, 2025

Old Pasadena Retailers Gear Up for Small Business Saturday as National Holiday Sales Reach Record Territory

STAFF REPORT

With national holiday spending projected to top $1 trillion for the first time, Old Pasadena’s independent retailers are preparing for Small Business Saturday on Nov. 29 with giveaways, raffles and discounts — and a renewed sense of urgency.

Nearly 200 boutiques and specialty shops across the historic 22?block district are participating in the citywide “Shop Small Pasadena” campaign to keep holiday dollars local.

The National Retail Federation projects U.S. retail sales during November and December 2025 will grow between 3.7% and 4.2% compared with last year, translating to total spending of approximately $1.01 trillion to $1.02 trillion. Adobe Analytics forecasts U.S. online sales on Black Friday alone will reach $11.7 billion, up 8.3% year?over?year.

But local merchants say they aren’t trying to compete with the digital rush — they’re focused on offering something that screen?based shopping simply can’t.

“The beauty of our store is that you often don’t know what you’re looking for until you see it,” said Theodora Coleman of Gold Bug, which is offering 10% off hand?blown ornaments and a free perfume gift with purchase. “Everything is three?dimensional and tactile. It’s something you have to discover in person.”

Lather’s Emilie Hoyt said their products are designed to be experienced.

“You need to touch them, smell them, feel the texture. It’s about wellness rituals — things you can’t fully capture online,” she said.

At PlayLab Beauty, owner Vanessa Nabhani agrees.

“Shopping here is meant to be immersive — very touchable, very personal,” she said.

Nabhani has been extending promotions for the seven days leading into Black Friday, ending with giveaways on Small Business Saturday.

“For us, this day is kind of like the Super Bowl,” she said, noting her store endured fire?related losses earlier this year and leaned on neighboring shops for support.

Other Old Pasadena holiday weekend discounts include:

• Jenette Bras — tiered discounts up to 30% off plus raffle prizes

• Maude Woods — 15% off holiday décor and a raffle for a pinecone wreath

• Lather — up to 30% off on select days, plus in?store raffles and double loyalty points

• Rebecca Crews LLC — select apparel marked down 25%–70%, both in?store and online

Four welcome stations — at Doggee Club, NEO Pasadena, Shopaholic Sample Sales and Store 242 — will hand out free “Shop Small Pasadena” canvas tote bags while supplies last.

In the Playhouse Village district, ambassadors will also surprise shoppers with AMEX gift card prizes ranging from $20 to $100 every weekend in December.

Pasadena Transit is offering free rides Nov. 28–29 to all shopping districts, and the city’s new Open Rewards app provides 5% cash back at participating businesses, capped at $200 per user.

For Carrie Davich, owner of the home decor and gift retailer Maude Woods, the day is about more than just revenue. “Independent shops are what give a community its character,” she said. “If locals don’t support them, many won’t make it.”

Cheryl Auger of My Zero Waste Store says simply: “Support local businesses because we help create local jobs and add money to the local economy.”

City officials say the impact is measurable. $68 of every $100 spent at local businesses stays within the community, according to research.

David Klug, Pasadena’s economic development director, said shopping small “supports the entrepreneurs and family?owned businesses that make Pasadena unique.”

I’sha Darrington, creative brand director of Rebecca Crews LLC, said she hopes shoppers think beyond the transaction this season.

“When you buy from a local business, it isn’t just a purchase,” she said. “It’s an investment in the community.”