To kick off the holiday shopping season the Los Angeles County Dept. of Economic Opportunity (DEO) is launching a new Shop Local LA County Gift Card Program – part of the Shop Local. Dine Local. Recover Local. – that helps local consumers spend their dollars with fire-impacted, brick-and-mortar food, retail and service businesses in LA County and contribute to the region’s recovery and resiliency.

As part of this program, consumers can now purchase gift cards at shoplocal.la, valued at $20, $50 or $100, and receive a corresponding bonus gift card worth $10, $25 or $50. Both the purchased and bonus cards are redeemable exclusively at eligible, verified fire-impacted small businesses listed in the Recover Local Business Directory. Corporations are also encouraged to support by purchasing gift cards, without an added bonus card, for their employees throughout the holiday season and beyond.

To become a listed business on the Recover Local Business Directory, they must have fewer than 100 employees, meet program eligibility criteria, and be located within the fire-impacted areas of the Eaton and Palisades fires, including in the communities of Altadena, Palisades, Topanga, North Pasadena, Malibu and West Santa Monica. All eligible businesses located in designated fire-impacted zones may apply to be listed by completing a brief online form at bit.ly/ShopLocalBizForm or by visiting shoplocal.la.

After registering their business, if they qualify based on the information provided they will be contacted with directions on how to apply to participate in the Shop Local LA County Gift Card Program. Businesses that register will also access promotional materials for their brick-and-mortar sites, marketing and promotional support, invitations to Shop Local events, and technical assistance from the County’s Office of Small Business and partners.

“As we give thanks this holiday weekend, I encourage everyone to consider shopping locally, particularly in fire impacted areas like Altadena. Our small businesses are the lifeline of the economy and provide needed jobs and services to our community. I was proud to introduce this program for fire impacted communities to encourage all in LA County to shop at local impacted businesses who have lost their customer base, their homes, and their community,” said Kathryn Barger, chair of the LA County Board of Supervisors.

The Shop Local LA County Gift Card Program is made possible through a public-private partnership with Yiftee and Southern California Grantmakers and catalyzed by a generous $100,000 contribution from L.A. Care. It is part of the County’s Shop Local. Dine Local. Recover Local. The campaign launched in July 2025 by Supervisor Kathryn Barger with her motion to stabilize brick-and-mortar businesses in Altadena — many of which lost their spaces or continue to face declining traffic and revenue and remain uncertain in their ability to fully recover. It also builds upon the original Shop Local LA County Campaign, which was first launched in 2023 to support small businesses impacted by COVID-19 by encouraging consumers to enter a sweepstakes drawing and sign a pledge to support local businesses at shoplocal.la/pledgetoshoplocal.

This campaign marks a significant milestone in the County’s commitment to stimulate the local economy – through consumer incentives, targeted marketing support for small businesses, proactive business attraction to drive job growth and enhanced tourism. The County has further joined the City of L.A. and the Los Angeles County Economic Development Corporation (LAEDC) in the newly launched “LA is Open” initiative, signaling to local, national, and global audiences that the region is open for business. With more than 1.3 million small businesses across 88 cities and over 120 unincorporated areas, LA County is well positioned to welcome worldwide visitors as it prepares to host the 2026 FIFA World Cup, 2027 Super Bowl, and LA28 Games.

For any issues or questions with sign-up or broader support in their recovery, businesses can connect with the County’s Office of Small Business by visiting:

Altadena One-Stop Permit Center
464 W. Woodbury Rd., Suite 210, Altadena, CA 91001
Mondays, Wednesdays, and Fridays from 8:00 AM to 4:30 PM

East LA Entrepreneur Center
4716 E. Cesar E. Chavez, Los Angeles,CA 90022
Monday – Friday from 8:00 AM to 4:30 PM
Phone 844-432-4900
Email osb@opportunity.lacounty.gov.