Coordinated by the City of Oakland's Cultural Arts & Marketing Division, the Shop Oakland campaign has been expanded year-round to encourage Oakland residents to buy locally, highlight shopping options citywide and promote Oakland as a local/regional shopping destination. The campaign in is collaboration with the Oakland Merchants Leadership Forum and Oakland Unwrapped!

With additional funding allocated by the Oakland City Council, Shop Oakland now features a comprehensive new website; multilingual television spots on KTOP, various cable stations and in movie theaters; outdoor advertisements on bus benches, bus shelters and AC Transit buses citywide; colorful new shopping bags, in addition to holiday lighting, street banners and décor in Oakland's six business improvement districts.