Small Business Saturday returns to East Lake Village

The Jackson Frost Trio performs at the East Lake Village Shopping Center as part of the complex's Small Business Saturday event. (Johanna Miller/Register-Pajaronian)

WATSONVILLE—East Lake Village Shopping Center once again gave Watsonville residents a taste of the nationwide movement known as Small Business Saturday, with specials and events offered at the location throughout the day.

Small Business Saturday aims to encourage American consumers to support small, local businesses. It comes a day after Black Friday, the popular shopping day that kicks off the holiday shopping season.


ABOVE: Two-year-old Catalina Tufts gets her arm painted by Ruth DiMarzio at East Lake Village's Small Business Saturday event. (Johanna Miller/Register-Pajaronian)

Live music from the Jackson Frost Trio, holiday caroling on a tractor-pulled hay wagon provided by the Agricultural History Project, and face and body painting courtesy Face Painting by Ruth were just some of the events offered at East Lake Village.

“Supporting small business means your money is directly going back to the community,” said Ruth DiMarzio, who set up her face painting table in front of Central Coastal Shipping and Screen Printing. “It’s so much more personal than just buying things from large, corporate companies. It’s rewarding.”

Newly expanded Coffeeville offered free hot chocolate to guests, while Watsonville artist Paul De Worken, known for his signature The Ville merchandise set up a special holiday photo booth nearby.

“It really allows us ‘little guys’ to get some exposure and connect directly with people,” De Worken said. “It helps to remind them that we’re alive and well. That we’re the option that keeps things local.”


ABOVE: Watsonville artist Paul De Worken, left, poses with his family for a special holiday photo at his merchandise booth during Small Business Saturday. (Johanna Miller/Register-Pajaronian)

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