Shop San Diego: Your Guide to Local Products & Services on It’s So San Diego
Why “shop local” in San Diego?
When you buy from San Diego makers and service pros, your dollars stay here—supporting jobs, culture, and the neighborhoods we love. It’s So San Diego is a local-first marketplace and directory that makes discovering great products, food, and services easy, whether you’re a lifelong local or visiting for the weekend.
What you’ll find
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Apparel & Merch: SD-inspired tees, hats, and gifts from local creators.
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Home & Gifts: Handmade goods, candles, art prints, and one-of-a-kind finds.
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Food & Flavor: Food trucks, caterers, small-batch sauces, coffee, and treats.
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Beach & Outdoors: Coastal essentials for bays, breaks, and trails.
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Trusted Services: Photographers, stylists, cleaners, mechanics, and more.
How It’s So San Diego works
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Browse featured collections or search by neighborhood.
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Filter by category, price, or availability.
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Open vendor profiles to see photos, menus/services, hours, and reviews.
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Shop or book directly—delivery, pickup, or contact the vendor.
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Review & share your favorites to help other San Diegans discover them.
Our mission is simple: keep local dollars local and help small businesses thrive.
Neighborhood love
From Gaslamp nights to Southeast flavor, North Park creatives to La Jolla classics, It’s So San Diego highlights vendors across the county—so you can shop the city your way.
Ways to support local today
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Pick one new SD brand to try each month
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Leave a review and follow your favorite vendors
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Buy gift cards for friends and family
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Share finds on social—tag @ItsSoSanDiego
Start exploring
Ready to discover something made right here at home?
Shop the latest drops, book local services, and rep your city—It’s So San Diego.