Small Business Saturday 2021: ‘Shop Small’ In Laguna Beach

LAGUNA BEACH, CA — When you live in one of the best cities in the country to shop local in, the chance to mark something off of your holiday shopping list reveals itself around every corner. In Laguna Beach, there is no shortage of independently-owned businesses — all servicing the community year-round.

There are over one hundred boutiques, galleries, mom-and-pop hardware stores, surf shops and other stores in Laguna Beach, and each one of them are fighting for survival against malls, big box stores and online retailers.

Small Business Saturday, held annually on the Saturday after Thanksgiving, was created to give them a boost and help level the field of competition. This year, the 12th anniversary of the "Shop Small" movement, the all-local shopping event falls on Nov. 27.

"Small Business Saturday is a day to celebrate and support small businesses and all they do for their communities," A spokesperson for the U.S. Small Business Administration said in a statement. "This year, we know that small businesses need our support now more than ever as they navigate, retool and pivot from the effects of the coronavirus pandemic."

In Laguna Beach, leave your car at home and take the Trolley before taking part in Small Business Saturday.

Neighborhood Trolleys will be running from 11 a.m. to 11 p.m. and Coastal Trolleys from 11:00 a.m. to 11:00 p.m. For trolley arrival times and schedules, download the Laguna Beach Trolley app, available on the Apple and Google app stores or visit www.lagunabeachcity.net/trolley.

If you're looking for a local business to support this Saturday, VisitLagunaBeach.com has some suggestions. Whether you're interested in buying handmade clothing or kayak lessons for an adventurous friend, the website compiled a list of businesses that stand out in the community.

The list of Small Business Saturday participants in Laguna Beach is growing, so before you head out to shop make sure you check out the linked map.

American Express established Small Business Saturday in 2010 to help local businesses reeling from the Great Recession. The U.S. Senate passed a resolution a year later encouraging businesses in all 50 states to participate in what has morphed into a nationwide "shop small" movement.

This year, the stakes are even higher for small businesses. Rising rents and shifting consumer behavior are causing many small business owners to shutter their shops, according to American Express.

"We recognize the hardships faced by small business owners today and want to inspire people to take notice and Shop Small to support their communities on Small Business Saturday and beyond," Elizabeth Rutledge, chief marketing officer at American Express, said in a news release. "Retail is changing, but local shops are the fabric of our communities, helping them to thrive in the future is part of our brand ethos and backing promise."