OAKLAND, Calif. (KGO) -- It isn't Black Friday in Oakland; instead it's called "Plaid Friday." The goal is to lure shoppers to all the diverse local stores the city has to offer.
"I'm wearing this fabulous plaid outfit in honor of Plaid Friday," said Oakland Mayor Libby Schaaf.
Schaaf was wearing plaid from head to toe out doing what she wants her city's residents to do this holiday season -- shop at home.
"This is the antidote to the big mall, stuck in traffic, spending your money outside of your city. It's going to help us fill that pot hole or hire that beat cop because you've spent your dollars in Oakland," Schaaf said.
The store Oaklandish is a prime example of a homegrown business. Everything is made in Oakland by and for Oaklanders.
"I just offer the Oakland experience. Oakland has a bad rap until you get inside here and see it's an actual great place, kind of our inside secret," store manager Rodrick Alexander said.
Oakland resident Germaine Thaxton came in to pick up a sweatshirt. He said given a choice to buy clothing from a big department store or at Oaklandish, he would "rather buy here. I'd rather support Oakland, give back to my community."
Even Emily Perez from Indianapolis was getting in on the Oakland shopping experience and was impressed with the quality of the t-shirts.
"I own a small business in Indianapolis too, so I know all the benefits that go into shopping at the small businesses for sure," Perez said.
Oakland stores have free parking outside and still offer discounts of their own, so you can still find a good deal.
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Oakland holds 'Plaid Friday' to encourage small business shopping