Shop Small in Midtown!

Celebrate local businesses and shop small on Small Business Saturday, November 27 as well as 12 Days of Midtown December 1 through December 12. There are approximately 900 small businesses located right here in Midtown with exciting specials, discounts, events, and more to encourage the community to shop small. Read below for more information regarding business specials, giveaways, and events this holiday season.


Why Shopping Small Matters | #ShopSmall Statistics

Why Shopping Small Matters — #ShoppingSmall Statistics


In 2019, shoppers came together to support their local communities more than ever. The 10th Annual Small Business Saturday hit a record high with an estimated $19.6 billion in reported spending

For every $100 spent at a local business, 68% returns to the community, versus the 43% that stays if you shop at a big box store.

The 23 million small businesses in America account for 54% of all US sales.

96% of consumers who reported shopping on Small Business Saturday said the day makes them want to shop local all year.

Small Business Saturday Promotions | November 27th


Part of the year-round #ShopSmall concept, Small Business Saturday is highlighted as a national day to celebrate the ongoing effort to support local communities and is estimated to attract 67 million shoppers nationally. Home to approximately 900 small and locally owned businesses, it is estimated that for every $100 spent at a local business, 68 percent returns to the community vs. 43 percent that stays if customers shop at a big box store.

9 am – 1 pm | Midtown Farmers Market
Small Business Saturday Welcome Station: Grab your FREE Small Business Saturday tote bag along with which includes a 15% off coupon to DRIP Espresso, and take photos with Matty the Giant Elf!

A variety of businesses throughout Midtown are offering discounts, incentives, and specials on this day, a sampling of which includes the following:


  • Acheson Wine Company (1629 19th Street): Free local delivery and get 10% off when you purchase 3 bottles and use code 3BOTTLES
  • B Street Theatre (2700 Capitol Ave): is hosting the play ‘A Child’s Christmas in Reno at 5 pm.
  • Beach Hut Deli (2406 J Street): get 2 drinks and an XL Surfin’ Bird Sandwich for $25
  • Cyclebar Midtown (1708 15th Street): is offering rides for just $10 when you sign up as a new rider
  • Fleet Feet Sacramento (2311 J Street): Receive 15% off the entire store.
  • Ginger Elizabeth Chocolates (1801 L Street): The treasured chocolatier is offering a complimentary tote bag with every $100 purchase;
  • Glo Station Tanning (2318 K Street): is offering 2 spray tans for $75 and 3 spray tans for $90
  • Good News Wine (1050 20th Street): No corkage fee, 10% off half cases, 15% off full cases, and receive free mugs of mulled cider
  • Grace + White Bridal (1700 I Street): receive a free veil or accessory when you purchase a dress
  • Little Relics (1111 24th Street): The art gallery known for its custom jewelry is offering special holiday-themed giveaways and great gift ideas for under $40;
  • Maverique Style House | Spanish Fly Hair Garage (1723 J Street):  Receive 20% off 2 or more products. Purchase 3 products and receive 20% off PLUS a gift with purchase while supplies last
  • Mist Body Bar (1417 28th Street): receive 20% off all retail, $10 off tan or teeth whitening services with appointments that occur on Black Friday or Small Business Saturday, just mention the code MIDTOWN when booking.
  • Nekter Sacramento (1050 20th Street): Get 1 free juice or smoothie when you sign up as a rewards member online and visit the store for all-day sales on juice cleanses
  • Peet’s Coffee (1050 20th Street): is offering 20% off beans, tea, and merch
  • Refill Madness (1828 29th Street): Recycle-conscious shoppers will love 25 percent off various earth-friendly products (laundry booster/liquids, bath bombs, mouthwash) plus various gift-with-purchase opportunities;
  • RKS Salon (2212 K Street): The salon is hosting the Big Little Marketplace and providing goodie bags (with samples) for any purchase of $45 or more;
  • Sleek Wax Bar (1050 20th Street): 25% off of all products and 25% off of all gift cards both purchased in store.
  • Splash Hound USA (1908 P Street): Free dog washes are available for shelter dogs adopted within the last 30 days;
  • Temple Coffee (all locations): get a free Temple Holiday Mug when you buy 2 bags of coffee
  • The Comedy Spot (1050 20th Street): is hosting the ‘Short Cuts’ show at 8 pm for only $8 per ticket
  • Veg Cafe & Thai Basil (2431 J Street): receive 10% off of any purchased gift cards ($25 minimum)
  • Wild Poppy & Co. (1008 24th Street): Boutique shoppers will receive 15 percent off storewide plus the first 20 customers will receive a swag bag and all adult shoppers will enjoy complimentary mimosas.

12 Days of Midtown Promotions | December 1 - 12

Throughout the first 12 days of December, Midtown guests can experience something extra special each day, a sampling of which includes the following:


  • Wednesday, 12/1
    • The community is invited to watch a free showing of “Elf,” a family-friendly Christmas comedy that starts at sunset (about 5:30 p.m.) while enjoying hot cocoa (while supplies last), and visits/photo opportunities with Matty the Giant Elf, all happening at Winn Park as a part of the Wednesdays at Winn midweek market (1616 28th Street);
  • Thursday, 12/2
    • For a spirited evening, interested adults are encouraged to play holiday-themed Drag Queen Bingo with the Sacramento Rainbow Chamber at Mango’s (1930 K Street);
  • Friday, 12/3
    • TRUE, A WEAVEWorks Boutique, offers a socially conscious shopping experience where shoppers can find pieces that celebrate style and individualism to benefit programs and services that empower survivors of domestic violence, sexual assault, and sex trafficking (1900 K Street);
  • Saturday, 12/4
    • To fuel up in a wonderfully wholesome way, hungry holiday shoppers are encouraged to stop by Burger Patch (2301 K Street) to enjoy a plant-based breakfast! Burger Patch fans can also keep a lookout for the oh-so-delicious wintry shake to make its return to the restaurant;
    • For an evening of entertaining artistry, families, friends, and individuals can enjoy a holiday-themed Paint Nite at Streets Pub & Grub (1804 J Street);
    • Leash and Collar is offering 10% off all dog chews! (1901 Q Street)
  • Sunday, 12/5
    • Known for fun holiday festivities, Red Rabbit Kitchen & Bar is offering their annual Miracle Holiday Bar Pop-Up (2718 J Street);
    • Wild Heart Beauty is hosting a Holiday Market with 12 local businesses, photo opportunities, and serving Irish Coffee cocktails for adults 21+ (12 pm-3:30 pm at 2413 Street)
    • Leash and Collar is offering 10% off all pet toys! (1901 Q Street)
  • Monday, 12/6
    • For brew lovers and a break during a day of holiday shopping, Beach Hut Deli – Elf on the Shelf ($4 elf’s choice beer) is a great holiday stop (2406 J Street);
    • Leash and Collar is offering 10% off all dog apparel! (1901 Q Street)
  • Tuesday, 12/7
    • Jungle Bird is hosting their always-popular Sippin’ Santa Pop Up Bar (2516 J Street);
    • The Cabin is hosting their weekly Trivia Tuesday with a holiday twist! Wear your favorite Ugly Holiday sweater — Trivia starts at 7pm (1207 21st Street)
    • The Golden Bear is hosting a Hot Toddy Competition tonight at 6 pm! This night of music, fun and cocktail making is raising funds for Sacramento Food Bank & Family Services (2326 K Street)
  • Wednesday, 12/8
    • Hungry for some nurturing meals prepared with intention and care, VEG Café and Thai Basil are both offering Family Holiday Dinner sets (2431 J Street);
    • Leash and Collar is offering 10% off bagged treats! (1901 Q Street)
  • Thursday, 12/9
    • Leash and Collar is hosting a BOGO sale on holiday baked goods for pets! (1901 Q Street)
  • Friday, 12/10
    • It’s theater for grown-ups…make plans to experience “A Child’s Christmas in Reno” at B Street Theatre (2700 Capitol Avenue);
    • Leash and Collar is offering 10% off all cat items! (1901 Q Street)
  • Saturday, 12/11
  • Sunday, 12/12
    • Coffee lovers will enjoy a special offer that includes a free Temple holiday mug with purchase of two 12oz bags of coffee (plus plenty of warm and wonderful holiday beverages) at Temple Coffee’s Midtown locations.
    • Leash and Collar is offering 30% off dog bowls, treat canisters, candles, and drinkware! (1901 Q Street)

Winn $100 Gift Card to a Midtown Small Business

Now through December 12, shoppers and diners can enter a drawing for a chance to win $100 gift cards to Midtown small businesses. To enter, customers simply send a photo scan of a receipt ($5 minimum with the date of purchase showing) from a Midtown shop or restaurant and email to

For an extra entry, customers are encouraged to post a photo of what was purchased on Instagram then tag the business and @exploremidtown. There is no limit to the number of entries customers can submit if the purchases are separate transactions; the more customers dine/shop in Midtown, the more chances to win.

Photos of receipts must be received by December 12 and two winners will be randomly drawn on December 15 and alerted immediately afterward.

Banners, Parking, & Transportation

To add to the festive spirit, nearly 75 creative and colorful “Shop Small” and “12 Days of Midtown” will be on display along J Street in Midtown and throughout the Sutter District through December.

On Small Business Saturday (November 27), SacRT is offering free rides. On this very special day, rides on bus and light rail are complimentary all day with a free ride flyer; those interested simply need to print or screenshot the free ride flyer that is available here.

Plus, helping to make shopping in the central city even more fun and convenient than ever, the City of Sacramento offers free metered parking, from Thanksgiving Day through Christmas Day in specific meter parking zones Free meter hours will continue to be 4:30 p.m. on weekdays and all day on weekends; more detailed information is available here.

In addition to offering numerous public transportation options, Midtown Sacramento is walkable and bike/scooter/car-share friendly with plenty of parking available in nearby garages plus various lots throughout Midtown. For additional transportation information, visit

Download your #ShopSmall Digital Tookit

If you’re a small business, an employee at a small business, or a supporter of small businesses and want to become involved in Small Business Saturday, take a look at everything you need to know about this day dedicated to supporting small businesses including a Small Business Saturday Toolkit, information on how to become a Small Business Saturday Neighborhood Champion, and more.