Long Beach Magazine

Shop local, shop Long Beach

Hit the city’s downtown this holiday season for events and deals

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With the holiday season fast approaching, the mantra in town is Shop Local, Shop Long Beach. For those seeking great deals at home — or trying to avoid the crowds at Roosevelt Field and the big-box stores — look no further than downtown Long Beach.

From the East End to the West End, the city and Chamber of Commerce are teaming up to create events and activities that are expected to draw residents and visitors to the many shops and restaurants throughout town.

The holiday shopping season generally begins the weekend after Thanksgiving — known as Black Friday and Small Business Saturday — during which sales boom around the country and shoppers take advantage of big discounts. According to the National Retail Federation, 151 million shoppers visited stores and websites over the popular shopping weekend last year, with the average consumer spending $300.

Local businesses are hoping to benefit from the post-Thanksgiving rush by offering deals to Long Beach shoppers.

Jennifer Montiglio, owner of Ooh la la, a trendy women’s clothing boutique on Park Avenue, said her store offers 15 and 20 percent off everything in the store on Black Friday and Small Business Saturday, respectively, and ramps up discounts on what she called Pink Friday, which falls on Dec. 2 this year. The shop also has sales on select items during each of the 12 days leading up to Christmas.

“I definitely think we’re in tune with what our customers want,” said Montiglio. “I know with our neighboring businesses, we all try to offer some type of incentive to shop local for the Black Friday small business weekend.”

Though she acknowledged that small shops can’t always compete with the huge markdowns of department stores, on Black Friday in particular, Montiglio said her store sets up a wine and cheese bar to create a “welcoming, cozy, shop-local feel.”

Though specific plans by the city and chamber for Black Friday and Small Business Saturday are still in the works, the city said it would be promoting many local businesses with its “cool deals” all winter long, according to Emily Humes, a planner with the city’s Department of Economic Development.

The city will highlight one business per week — from the end of November through February — offering a discount or special deal, and publicize it on social media and by email, Humes said.

Also new this year is the chamber’s first-ever Holiday Window Decorating Contest, which Kelly Sullivan, a chamber board member, said would invite all business owners to decorate their storefront windows throughout December. The city and chamber will then share photos at www.longbeachlife.com, and residents can vote on their favorites.

Montiglio said she plans to put a “glitterized” retro bicycle in Ooh la la’s window this month to highlight that locals do not have to travel far to shop.

“We think this is a fun way to create an effective and beautiful downtown,” said Sullivan, “as well as attract visitors and showcase their businesses.”

The chamber, in conjunction with the city and West End merchants, have also helped secure more holiday lights to be placed along West Beech Street. Additionally, the city’s nautical-themed boardwalk lights — which will return for nighttime strollers — will be duplicated on Park Avenue, according to Patricia Bourne, director of the city’s economic development and planning department.

The lights will be illuminated in time for the city’s Christmas tree lighting at Kennedy Plaza on Dec. 2, she added.

The chamber’s annual West End Electric Light Parade, meanwhile, will also return on Dec. 10, and local businesses will give out free hot beverages along West Beech Street. The event runs from Nevada to New York avenues and features antique cars, fire trucks, floats and bicycles adorned in festive lights, and Bourne said that it’s also the perfect time to shop and dine in the area.

“It’s all about helping our businesses and promoting what they do, and of course helping shoppers and residents have a great experience,” Bourne said. “We want them to have a fun time whenever they come [to Long Beach], so we’re doing things.”