Oviedo Mall Launches Shop Small Campaign, Backing Over 40 Local Businesses

Oviedo Mall opened its third annual Shop Small at Oviedo Mall campaign on November 26, offering a month long push to drive holiday customers to more than 40 locally owned and operated businesses that make the mall their home. The campaign, inspired by the national Shop Small movement, runs through Thursday December 25, 2025 and combines event programming, store promotions, and a merchant calendar designed to highlight the variety of shops and services on site.

The mall is promoting specialty retailers, boutiques, restaurants, artisans, and service providers as alternatives to big box stores and online shopping, emphasizing a personal shopping experience and local ownership. Early holiday activations included Oviedo Night Market Pajama Party on November 14. Upcoming public events on the campaign calendar include Deck the Mall Gingerbread Jamboree on December 4, Enchanted Knights Winter Bazaar on December 6, and Shop Oviedo Day on December 20.

“This campaign is all about celebrating the people behind our small businesses,” said Josh Gunderson, Director of Marketing & Events for Oviedo Mall. “When you shop small, you’re supporting your neighbors, your community, and the local economy. We’re thrilled to provide opportunities that bring customers through the doors and help our businesses thrive during the most important retail season of the year.”

For Seminole County residents the effort matters because the holiday season concentrates a large share of annual retail spending and foot traffic. Concentrating more purchases locally increases the chance that consumer dollars will circulate within the community, supporting payrolls and local services. The campaign also aims to drive consistent weekday and weekend traffic to mall merchants during December when small business revenue can be disproportionately important to annual viability.

Organizers say the mix of events and promotions is intended to create multiple entry points for shoppers, from festive family programming to specialty product pop ups and dining options. With the campaign underway through late December, local shoppers have several opportunities to visit the mall, meet business owners, and direct holiday dollars toward neighborhood enterprises.