As the holiday season approaches, small businesses across the San Gabriel Valley are stocking up, hiring extra help, and fine-tuning promotions to meet expected increases in customer traffic. Retailers and restaurants in El Monte, Temple City, and Baldwin Park say they are cautiously optimistic heading into one of the most important shopping periods of the year.
While larger national chains dominate headlines, many local business owners rely on the final two months of the year for a significant share of their annual revenue. After several years of pandemic recovery and fluctuating consumer demand, small-business operators say they are better prepared for this season’s challenges—thanks to earlier inventory planning, more flexible staffing, and stronger community outreach.
Local Spending Remains Key Driver
According to the California Department of Tax and Fee Administration, holiday retail sales in Los Angeles County grew modestly last year, and early indicators suggest steady consumer activity again this season. Chambers of commerce across the region are encouraging residents to shop locally through “Buy in the Valley” and “Shop Small Saturday” campaigns aimed at keeping dollars circulating within the community.
In El Monte, boutique owners report steady pre-holiday sales driven by early shoppers looking to avoid shipping delays. Restaurants are also expanding catering menus and seasonal offerings to attract both family gatherings and workplace events.
Temple City’s downtown corridor is preparing for its busiest stretch of the year. Retailers there say customers are showing a preference for practical, locally made gifts and dining experiences rather than big-ticket electronics. Many businesses have introduced modest discounts or gift-card incentives to remain competitive while managing tight profit margins.
Challenges and Optimism Ahead
Supply costs and staffing remain concerns for small enterprises, particularly in the restaurant and retail sectors. Rising wholesale prices have led many owners to limit deep discounts, while part-time hiring remains more competitive than in past years. Still, the overall tone is one of optimism.
Economic data from the National Retail Federation show that consumers nationwide are expected to spend slightly more this holiday season compared with 2024, driven by stable employment and easing inflation. For local merchants, even small increases in sales can make a significant difference heading into the slower winter months.
Community Support at the Center
Many business owners credit community loyalty for keeping them afloat through challenging years. In Baldwin Park and South El Monte, several shops have joined holiday pop-up markets and street fairs designed to showcase local artisans and encourage neighborhood shopping.
For San Gabriel Valley’s small businesses, the coming weeks represent both opportunity and resilience. With careful preparation and continued local support, many hope this holiday season will close out the year on a stronger financial note.
