LONG BEACH, CA [Nov. 24, 2025] — The Downtown Long Beach Alliance (DTLB Alliance) is launching its annual Shop Small Season, a multi-week celebration designed to uplift local businesses and encourage residents to invest in their community throughout the holidays. Kicking off on Shop Small Saturday, Nov. 29, this year’s campaign features expanded events, a Santa meet & greet, K-pop Demon Hunters, festive activations across the district, and a new partnership to make exploring Downtown easier than ever.
“In our Downtown, every dollar spent at a local shop creates a personal connection, something no big-box chain can match,” said DTLB Alliance President and CEO Austin Metoyer. “These business owners know your name, they live and work beside you, and they invest right here in our neighborhoods. Shop Small Season is our time to celebrate them, because when they thrive, our entire community thrives.”
To help shoppers visit all of Downtown’s retail corridors, DTLB Alliance is partnering with Driver to offer a special Shop Small Shuttle with four convenient stops: The Pike Outlets, 1st Street in the Historic East Village Arts District, North Pine, which will host an outdoor pop-up featuring tacos, vintage cars, and neighborhood charm, and Pine & Promenade, where the Angel City Market will be in full swing. The free shuttle will run from noon to 5 PM on Shop Small Saturday, making it simple for guests to explore businesses across the district and keep spending local.
“Every time someone chooses a local shop over a national chain, the economic return to Long Beach increases dramatically,” said Stephanie El Tawil. “Local businesses recirculate far more of their revenue, often nearly two times more, back into the neighborhoods they serve. Combined with the nearly $2 billion economic impact our city saw from consumer spending in 2023, it’s clear that supporting small businesses isn’t symbolic. It’s one of the most effective economic development tools we have.”
On Shop Small Saturday residents and visitors can enjoy nearly 100 participating businesses, vendors, personal care services, plus holiday experiences including the Illuminate Downtown Decorating Contest, a month-long Ornament Hunt, a series of giveaways announced on the @DTLBAlliance Instagram account, and the Shop Small Season Kickoff Party in the East Village featuring carolers, holiday surprises and much more.
Here are the activities at a glance:
- 🎉 Shop Small Season Kickoff Party (Nov. 29 | 12–4 PM | 1st In the East Village, Between Elm and Linden): Hosted by Seeket LB and the East Village Arts District businesses, come enjoy live music, food, drinks, carolers and curated gifting vendors along 1st Street between Elm & Linden.
- 🐾 Angel City Market on the Promenade (Nov. 29 | 11AM-5PM): An all-day open-air marketplace with local vendors, Santa Meet & Greet, K-Pop Demon Hunters, live music, dog-friendly activities, and a family-friendly holiday atmosphere.
- 🛍️ North Pine Shop Small Pop-up (Nov. 29 | 12–5 PM | Long Beach Vintage area, 737 Pine Ave.): Enjoy 15+ local vendors, vintage cars on display, deep vintage discounts, tax-free shopping, live music, and free shuttle service.
- 🎁 One-Day, Shop Small Giveaways (Nov. 29): Follow @dtlballiance to access a passcode redeemable for a FREE item at participating businesses, available only on Shop Small Saturday.
- 🎁 Ornament Hunt (Nov. 24 – Dec. 31): A month-long scavenger hunt inside participating shops. Find ornaments, collect stamps, and win prizes while discovering hidden gems throughout Downtown.
Ultimately, small businesses make up the heartbeat of Downtown Long Beach, representing the majority of storefronts and contributing to the city’s cultural identity, economic resilience, and neighborhood vibrancy. Shop Small Season underscores DTLB Alliance’s continued investment in programs that uplift local entrepreneurs, expand access, and create memorable experiences for residents and visitors alike.
More details about these programs is available on the DTLB website at https://downtownlongbeach.org/events/downtown-holiday-activations/.
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About: The Downtown Long Beach Alliance (DTLB Alliance) is a nonprofit, community-based organization whose mission is to cultivate, preserve and promote a healthy, safe, and prosperous Downtown. The DTLB Alliance is recognized as the voice of Downtown Long Beach by the City of Long Beach and the State of California. By balancing the interests of the residents, as well as businesses, the organization creates tangible progress by way of vested interest and solidified partnerships across local, municipal, and commercial lines. For additional information, visit www.downtownlongbeach.org and follow on Facebook @downtownlongbeach, on “X” (formerly Twitter) @dtlballiance and Instagram @dtlballiance.