PASADENA, Calif. (KABC) — It’s Small Business Saturday today and the perfect time to shop local and discover hidden treasures in your city.

If you have some holiday gifts to cross off your list, Saturday is a good day to show love to local small shops. People are encouraged to promote shopping locally, rather than at major department stores or online retailers.

This year, small businesses throughout the Los Angeles area have created incentives to draw shoppers and generate sales.

In Pasadena, the city kicked off its holiday shopping campaign “Shop Local Pasadena.” About 16,000 shops and 700 restaurants are participating in the campaign. Free transit rides through all the different shops were available to shoppers.

In Long Beach, the city is offering free metered parking all day Saturday in the downtown and Belmont Shore shopping areas.

A Culver City promotion aims to emphasize the “small” in small business with a special edition of the monthly Kidpreneur Market at pLAy at Platform, 8810 Washington Blvd. This retail pop-up puts a spotlight on up-and-coming entrepreneurs and offers one-of-a-kind gifts ranging from handmade crafts to unique toys and accessories and fosters a space for young creators to develop their skills, build confidence, and connect with their audience.”

Representatives from the Culver City Police Department were out supporting local businesses during Small Business Saturday Coffee + Community from noon to 3 p.m. in front of All That & MORE Boutique, 10754 Jefferson Blvd.

SheMeans Business will give shoppers a chance to support female-owned small businesses, with a pop-up set for noon to 5 p.m. at 5011 York Blvd. that will also offer ice cream sundaes and beverages.

El Segundo small businesses were celebrated from 10 a.m. to 4 p.m. during Sun & Sea Small Business Saturday @ The Point, 850 S. PCH, which featured 30 local vendors as part of a curated outdoor market. In addition to the pop-up marketplace, there were free photos with Santa, a charity toy drive and face painting.

Small Business Saturday was created in 2010 as a way to support communities after the recession.

In 2023 consumers reported a whopping $17 billion spent at tiny shops.

City News Service Inc. contributed to this report.