Altadena Small Business Market hopes to give shops much-needed holiday boost following the Eaton Fire

ALTADENA, Calif. (KABC) — As Small Business Saturday kicks off in Southern California, people are being asked to head to Altadena to do their holiday shopping.

With more than 9,000 structures lost in the Eaton Fire, the businesses in Altadena that survived not only lost their customers, but they lost their community.

That’s why the Altadena Chamber of Commerce is leading efforts to revive small businesses, urging residents and visitors to support local shops, especially during the holiday season.

The chamber is hosting the Altadena Small Business Market on Saturday, which will feature multiple vendors, live music, food trucks and more.

“Altadena is home,” said Joy Potter, who runs The Robynn Joy Company with her husband, specializing in handcrafted aromatherapy and body care products. “It’s where I grew up, where I was born, where I met my husband, where we raised our daughter, so it’s special being here.”

The Altadena Small Business Market will be held from 12 p.m. – 4 p.m.