Shop Local on Plaid Friday and All Season Long


Nearly 200 retailers, makers, restaurants and artists from Oakland will mark Plaid Friday, Nov. 23, with lively entertainment, holiday decorations, sales, artisan pop-ups and lots of local love for shoppers.

Shoppers can skip the stress of standing in lines to have fun, find great gifts and keep their money in Oakland supporting local businesses and bolstering the city’s economy.
The one-stop portal at is packed with information on holiday sales, community events, inspiration guides, the #ShopOAKProud photo contest, online directories and a helpful concierge service.
“Oakland is full of unique shops to buy one-of-a-kind gifts all year round, and our Plaid Friday tradition serves as a wonderful reminder to make sure that residents and visitors, alike, take full advantage of all that our small business community has to offer during the holiday season,” said Mayor Libby Schaaf.
“Our diverse local artists and entrepreneurs are the backbone of our local economy, so again we’re encouraging all Oaklanders to put their money where their heart is and support the businesses that invest so much in us.”
Plaid Friday marks the start of a season-long campaign to promote local shopping. Shoppers are encouraged to explore Oakland’s shopping districts, discover the unique gift items offered by local retailers and experience a variety of special events through New Year’s Eve.
With the inclusion of places to shop, eat and have fun, Oaklanders have many options on where to spend their dollars locally. Check the Oakland Grown website throughout the holiday season as information is continuously updated.
Local businesses create a shopping experience unique to Oakland, capture the spirit and reflect the diversity of our community.
The theme of the promotion, “put your money where your heart is,” is meant to to capture the immense pride and affinity residents have for Oakland.
The newly launched online small business directory helps Oaklanders find the boutiques, shops and makers offering one-of-a-kind holiday gifts.
Main Street Launch has gathered information on 3,600 merchants throughout Oakland and continues to grow that number.
The #ShopOAKProud Photo Contest, sponsored by the Oakland Metropolitan Chamber of Commerce, starts on Plaid Friday and runs through noon on Friday, Dec. 21.
Post your holiday selfie taken at a local Oakland business and use the hashtags #ShopOAKproud and #OAKPROUDplaid in your posts to be entered to win two round-trip tickets to any published Southwest Airlines destination within the U.S.A. and Puerto Rico.
Be sure to tag the Oakland business, too. A merry band of judges will review entries on the creative expression of Oakland’s 2018 holiday season of “Sharing, Caring, and Giving” shopping experience and select a winner. Find the complete photo contest rules at
Need gift ideas that are truly unique and meaningful? Know what you want to give, but stumped where to find the gift item in Oakland?
The free Concierge Service offered by Oakland Grown will help you find one-of-a-kind items at a local, independent business. Launched for the 2017 holiday shopping season, the Concierge Service has proven so successful that the nonprofit has continued the service year-round.
A growing number of transportation options are available to help shoppers explore Oakland’s commercial districts without the hassle of looking for street parking.
Thanks to BART, AC Transit, the Ford GoBike bike share system, e-scooters, and ride-hailing and taxi services, shopping local is easier than ever. For those who rely on automobiles, the City will encourage shoppers to explore Oakland’s commercial districts by offering free off-street parking on Saturdays from Thanksgiving to New Year’s Day as well as Plaid Friday (Nov. 23).


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