Pacific Beach is observing Small Business Saturday on Nov. 24 this year in a big way.
“Here at Discover PB we use Shop Small Saturday to launch our Shop Small for the Holidays Campaign to promote all of the great retailers and businesses we have right here in Pacific Beach,” said Sara Berns, executive director of Discover PB. “Our Shop Small for the Holidays campaign includes an intense marketing campaign via our social media and a variety of events.”
Small Business Saturday is an American shopping holiday, which is part of a national campaign sponsored by American Express that takes place every year the Saturday following Thanksgiving. 
The special day was first observed in the United States on Nov. 27, 2010. It is a counterpart to Black Friday and Cyber Monday, which feature big box retail and e-commerce stores, respectively. By contrast, Small Business Saturday encourages holiday shoppers to patronize brick-and-mortar businesses that are small and local.
Berns said Small Business Saturday is important for a variety of reasons.
“It is so important all year, but especially this time of year before we head into our traditionally slow season to support local retailers in order for them to survive and thrive,” Berns said. “We have great gift ideas at places like Gallery at Land’s End hand crafted by local artisans, and Pangea for unique items, but also thinking outside the box.
“What about a gift card for an oil change from a local mechanic or pay in advance at a loved ones hair salon? There are so many ideas for thoughtful gifts right here in our own community. It is estimated that for every $100 spent at a local business, $68 stays in the local economy, as opposed to $43 if spent at a non-local business,” Berns said.
According to the federal Small Business Administration, small businesses, so-called “mom and pops,” defined in the United States as having fewer than 25 full-time employees with annual wages below $50,000, employ more than half our nation’s working class.
Berns said Discover PB will also have opportunities for businesses to promote themselves by purchasing a wreath at the their offices at 1503 Garnet Ave. to decorate/brand, which will hang on Crystal Pier throughout December. Discover PB will also be printing Shop Small Discount cards with local deals around the neighborhood.  
For information on all Discover PB holiday events, check out pacificbeach.org.