Los Angeles Mayor Eric Garcetti has a simple message to holiday shoppers this year: “Do something big. Support local small businesses online and safely in your neighborhood this holiday season.”

On Dec. 9, to help small businesses and protect people’s livelihoods, Garcetti, in partnership with L.A. Original, a program of the Mayor’s Fund for Los Angeles, announced the Do Something Big, Support Small initiative, which encourages Angelenos to do their holiday shopping with small, local businesses.

“Our small businesses are the beating heart of our economy, and they all need our support throughout this pandemic,” Garcetti said. “As the coronavirus surges again, this is a critical moment for Angelenos to protect ourselves, our families and our communities – and that includes shopping local. When we spend locally, that’s an investment in our neighborhoods – we can do something big for L.A. by shopping small for our holiday gifts.”

Los Angeles’ small businesses have been especially hard-hit by the economic effects of the COVID-19 pandemic. For many small businesses, the holidays are a make-it-or-break-it period for their bottom lines, accounting for 20% to 40% of annual sales, according to the National Retail Federation. How small businesses weather the pandemic is critical to the region’s overall economic health, with a recent study by SmartAsset finding that 29% of Los Angeles County residents receive income from small businesses. Small businesses are also the largest source of jobs in Los Angeles County.

“The Mayor’s Fund for Los Angeles launched L.A. Original to promote local makers, manufacturers and small businesses that add to our city’s diversity, dynamism and economic strength,” said Deidre Lind, CEO at the Mayor’s Fund for Los Angeles. “These businesses chose to invest in our city and create jobs here. Now, it’s our turn to support them.”

Focused on giving back to Los Angeles, L.A. Original has given $50,000 in grant funding to Downtown Women’s Center to support 3,500 hours of creative and retail job training to women transitioning out of homelessness. The center sells products made by formerly homeless women employed by DWC’s job skills and mentorship program, Made by DWC. 

The Do Something Big, Support Small initiative features a digital and social media marketing campaign and a bus shelter and digital billboard campaign with pro bono media placement from JCDecaux and ClearChannel Outdoor. The campaign’s marketing materials and design were created pro bono by L.A. based advertising agency Giant Spoon, with video production by Passerine.

Participating L.A. Original small businesses represent neighborhoods from across the city, and the rich diversity of Los Angeles.

For information, visit laoriginal.com and mayorsfundla.org.