Small Business Saturday 2026 in LA: Markets and a Prep Plan

Small Business Saturday lands on November 28, 2026, the Saturday after Thanksgiving, and Los Angeles neighborhoods are already lining up markets and promotions around it. Whether you run a shop, sell at pop-ups or just want your holiday spending to stay local, here is what's on the calendar so far and how owners can make the day work for them.

Where LA is shopping small this year

These events were listed as of late October. Hours and vendor lineups can change, so check each page before you go.

• Made in LA Holiday Market, Mid-Wilshire. A morning market at the Wilshire/Fairfax Metro plaza, 6026 Wilshire Blvd., from 10 a.m. to noon, focused on local makers and LA-made products, according to its Eventbrite listing.
• Shop South LA Expo & Marketplace. The Los Angeles South Chamber of Commerce is hosting a Small Business Saturday expo at Evermont Plaza, at Vermont and Manchester, from 10 a.m. to 2 p.m. The chamber's Shop South LA page says it is recruiting retailers, food and beverage businesses, makers and service providers as vendors and lists (323) 282-1886 for exhibitor and sponsor information.
• Small Business Saturday at Runway, Playa Vista. A family and pet friendly market at Runway Playa Vista, 12775 Millennium Drive, from 10 a.m. to 2 p.m., with local makers and live music, per the event page.

Over in the San Gabriel Valley, the City of San Gabriel is running its Small Business Saturday program for a second year. The city's announcement says participating businesses get promotion on city social media and its website, plus American Express promotional materials while supplies last. The first six businesses to sign up by November 6 may get an on-site visit from city staff to shoot a highlight reel and 10 photos. The overall deadline to join is November 13.

If you want a self-guided route, the independent-shop directory Open Shelf keeps a Los Angeles guide and points out that shops tend to cluster by neighborhood, so picking one area saves time and parking, according to its Small Business Saturday guide.

A one-month prep plan for owners

The day was started by American Express in 2010 and now carries a lot of shopper goodwill. With about a month to go, here is how a small LA business can turn that into sales. These are our suggestions.

This week: pick your play. Decide whether you'll focus on your own storefront, join a market as a vendor, or both. Vendor spots and city programs have deadlines in early to mid November, so apply now if you want a booth.

Early November: build one clear offer. A single, simple promotion is easier to market than a menu of discounts. Ideas include a limited LA-made gift bundle, a free gift with purchase above a set amount, a raffle, or an in-store workshop. Price it so it brings in new customers without wiping out your margin.

Mid November: tell people where to find you. Update your Google Business Profile hours, post the offer on social media, and email past customers. If you're part of a neighborhood group or business improvement district, ask whether there is a shared map or campaign you can join. Teaming up with two or three nearby shops on a "shop the block" route gives every business a reason to share.

Thanksgiving week: get the floor ready. Stock up on best sellers, plan staffing for a busier morning, test your card reader and set up gift wrapping if you can. Small touches like wrapping are often what shoppers remember.

On the day: capture the customer. Collect emails or phone numbers with a sign-up at the register, so a one-time visitor can become a regular. Take photos and video for posts during the day.

After the day: follow up. Send a thank you message with a reason to return in December, such as a last-minute gift guide or a January event. Open Shelf makes the point that independent shops need customers in January too, and the contacts you collect on Small Business Saturday are how you reach them.

For shoppers

The simplest way to help is to pick a neighborhood, choose two or three independent businesses, and buy a few gifts in person, or from their own websites if you can't make it out. Reviews and social media tags cost nothing and help small shops get found long after the holidays.