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A Small Act With a Big Impact
Supporting small businesses isn’t just about making a purchase; it’s about making a difference. When you Shop Small®, you’re investing in the dreams of entrepreneurs – and preserving what makes your community one-of-a-kind.
A Small Act With a Big Impact
Supporting small businesses isn’t just about making a purchase; it’s about making a difference. When you Shop Small®, you’re investing in the dreams of entrepreneurs – and preserving what makes your community one-of-a-kind.
SMALL BUSINESS IS OUR BUSINESS
American Express is the proud founder of Small Business Saturday® and we’ve provided small business owners with meaningful resources to help grow their businesses.
The Beginning
Amex created Small Business Saturday in 2010 to drive consumer spend at small businesses.
The Impact
Amex has helped generate over $200 billion in reported sales.* And your everyday purchases benefit the communities you care about, too.
The Movement
Shop Small has grown to be a year-round movement that supports small businesses across the globe.
Find Neighborhood Gems
From unique handmade gifts to tasty homemade treats, explore the Shop Small Map to find your new local favorite.
Only qualifying American Express® Card-accepting merchants will be featured on American Express Maps.
Earn With Amex
When you shop with an American Express® Card, you can get rewarded for supporting the small businesses that speak to your heart.
Not all Cards are eligible to get rewards. Terms and limitations vary by Card type.
OUR SUPPORT FOR SMALL BUSINESSES CONTINUES
Resources Made for Your Business
Explore a variety of educational resources, marketing tools, and hear from other small business owners about their unique journeys.
Connect with Neighborhood Champions
Find Neighborhood Champions in your area and see how they're making a difference.
Supporter Spotlight
The Small Business Saturday Coalition unites local, state, and national organizations to support small businesses. Get to know them and all our supporters.
Terms and Conditions
*This spend statistic is an aggregate of the average spend as reported by consumers who shopped small on Small Business Saturday in surveys commissioned by American Express reporting spend habits on Small Business Saturday since 2012. It does not reflect actual receipts, sales or American Express Card Member spending data. Each such survey was conducted online among a nationally representative sample of U.S. adults. The data was projected from the samples based on then- current U.S. Census estimates of the U.S. adult population (18+).
Shop Small FAQs
You asked. We answered.
Shop Small is a nationwide movement to celebrate small businesses on Small Business Saturday and every day and to help communities thrive and stay vibrant.
As a consumer, you’re a key part in helping small businesses and communities thrive. By shopping or dining at small businesses throughout the year, you’re showing your support for the small businesses in your neighborhood. According to the American Express 2022 Small Business Economic Impact Study, with every dollar spent at a small business in the US, 68 cents stays in the local community.
Source: The 2022 Small Business Economic Impact Study was conducted by Econsult Solutions, Inc. (ESI) on behalf of American Express. ESI calculated the share of national Gross Domestic Product (GDP), employment and employee compensation that small businesses with under 100 employees provide to the economy based on an analysis used by the U.S. Small Business Administration. ESI also estimated how much of each dollar spent at the average small business remains in their local community, and used input-output analysis across 100 representative U.S. counties to calculate the additional impact that is generated locally as the result of the spending of employees and the spending of the small business with local suppliers and service providers.
Small Business Saturday is a day dedicated to supporting small businesses and communities across the country and is part of the larger Shop Small Movement. Founded by American Express in 2010, this day is celebrated each year on the Saturday after Thanksgiving in the U.S. Since it started in 2010, consumers have reported spending an estimated $200 billion at small businesses on the day*.
*This spend statistic is an aggregate of the average spend as reported by consumers who shopped small on Small Business Saturday in surveys commissioned by American Express reporting spend habits on Small Business Saturday since 2012. It does not reflect actual receipts, sales or American Express Card Member spending data. Each such survey was conducted online among a nationally representative sample of U.S. adults. The data was projected from the samples based on then-current U.S. Census estimates of the U.S. adult population (18+).
Small Business Saturday is celebrated on the Saturday after Thanksgiving in the U.S. In 2025, Small Business Saturday is November 29, 2025.
You can Shop Small® all year-long. Shop or dine at a local small business, find a new spot online, or share on your social networks where you #ShopSmall. Find new small businesses in your community through the American Express Shop Small Map (or Shop Small Online Directory).
As an American Express® Card accepting small merchant, this site is your go-to source for tips, inspiration and tools to help you promote your business year-round. Learn more about other resources to connect your business to American Express® Card Members, and find savings on services that can help your business grow.
If your business is not on the Shop Small® Map or Online Directory, follow the detailed instructions on the Shop Small Map FAQs.
If the FAQs on this page do not address your questions, please feel free to call our Shop Small® servicing center at 1-833-213-0506. We are available from 9am to 6pm ET, Monday through Friday. You can also email us at ShopSmallHelp@aexp.com.
Neighborhood Champions are business associations, state and local chambers of commerce and other community organizations who serve as Shop Small® ambassadors to spread awareness on the importance of shopping small to support small businesses. In the past, Neighborhood Champions have organized events in their communities to celebrate Small Business Saturday®.
As a Neighborhood Champion, you can help unite shoppers and small businesses in your community. Visit our Neighborhood Champion page to download materials and other resources to help promote the Shop Small® movement year-round.
Shop Small® is a global movement proudly backed by American Express to support and celebrate small businesses year-round.
American Express recognizes that small businesses and local communities need our support now more than ever to help them navigate the challenges caused by the pandemic. To help support small businesses we will continue to periodically update ShopSmall.com with various resources for Neighborhood Champions to help support the small businesses in their communities all year-round.
We start accepting applications in the fall ahead of the upcoming Small Business Saturday.
- Mid-October: Event Kits start shipping to approved applicants.
- November 30: Small Business Saturday
If you applied to the Neighborhood Champion program in 2024 and feel that you have been declined for the wrong reason, please contact the Shop Small servicing center to discuss. We are available from 9am to 6pm ET, Monday through Friday, at 1-833-213-0506 or at ShopSmallHelp@aexp.com.
Community organizations focused on the support of small businesses are eligible to participate in the Neighborhood Champion program. If you represent a community organization such as a local business association or chamber of commerce and would like to serve as a Shop Small ambassador to help spread awareness of the importance of shopping small in your community – then we encourage you to learn more and consider applying for the program. Applications are open annually in advance of Small Business Saturday.
Please refer to the Eligibility Criteria section of the Neighborhood Champion Program for Small Business Saturday and the Shop Small Movement Terms of Participation for more details.
Yes! Feel free to connect with any of the 2024 Neighborhood Champions through their provided link here. However, we cannot guarantee that they will respond to your message.
Visit the Neighborhood Champions site for general information about the Neighborhood Champion Program and resources to support your community year-round.
Immediately after you submit your organization's request to become a Neighborhood Champion, you will see a page confirming it has been received, and you will be sent an email acknowledging receipt. Within 2 weeks of submitting your request, you will be sent an email with the status of your application.
Our Neighborhood Champion Program for Small Business Saturday and the Shop Small Movement Terms of Participation describe the eligibility requirements. Your organization can reapply to become a Neighborhood Champion but will still need to comply with the Neighborhood Champion Program for Small Business Saturday and the Shop Small Movement Terms of Participation. If your organization does not wish to reapply to participate as a Neighborhood Champion, your community can still participate by visiting the Shop Small Resource Hub to download free marketing materials to support the small businesses in your community on Small Business Saturday.
If you applied to the Neighborhood Champion program and feel that you have been declined for the wrong reason, please contact the Shop Small servicing center to discuss. We are available from 9am to 6pm ET, Monday through Friday, at 1-833-213-0506 or at ShopSmallHelp@aexp.com.
Neighborhood Champions will receive a Small Business Saturday Event Kit with Shop Small branded merchandise such as tote bags, posters, stickers and more, which can be used for events to help their community celebrate the day. The Small Business Saturday Event Kits are complimentary and available while supplies last. Event Kit contents may vary. See full Neighborhood Champion Program for Small Business Saturday and the Shop Small Movement Terms of Participation for more details.
The contents of the Event Kit vary each year. This year’s Event Kit includes tote bags, posters, stickers, and more. These items can be used for events to help your community celebrate the day. The Shop Small Kits are complimentary and available while supplies last. Event Kit contents may vary.
Event Kits will begin shipping around early October. We will send you a tracking email indicating the kit has shipped.
No, the Event Kits are complimentary for approved Neighborhood Champions.
No, there is no shipping or handling charge for the Event Kit.
- Provide entertainment and activities to engage your community: get a local band or DJ to play music, organize activities like face painting or a costume contest, or set up a photo booth on-site to make for family fun!
- Make it easy for people to get to your event: arrange for free parking to be provided in your community or free transportation to your event, so more people are able to attend.
- Decorate: show your organization's spirit with Small Business Saturday decorations including posters and window stickers as well as special Shop Small tote bags for shoppers.
- Invite local officials and other local celebrities to participate in your event: reach out to the mayor, councilperson, or other local officials to attend your organization's event. Think about people who are celebrities around town and invite them to participate.
- Promote your organization's event: spread the word to your local media and encourage the press to attend and cover the community event. Invite a local radio station to send radio personalities to attend. You can also download free marketing materials from the Shop Small Resource Hub. And don’t forget to promote the day and movement on social media and spread the word around your organization's town!
- Safety: Ensure the plans you have include thoughts around how you'll get small businesses to participate while also adhering to local government health and safety guidelines.
- Promotion: Reach out to your organization's business owners to encourage them to participate in your event. You can also suggest ideas on how they can get involved or encourage them to download free marketing materials on the Shop Small Resources Hub.
- Local Laws and Regulations: Make sure you comply with all local rules and regulations, including obtaining any necessary permits.
If the FAQs on this page do not address your questions, or you feel that you have been declined for the wrong reason, please feel free to call our Shop Small® servicing center at 1-833-213-0506. We are available from 9am to 6pm ET, Monday through Friday. You can also email us at ShopSmallHelp@aexp.com.
2024 Shop Small eligibility criteria are as follows:
- Located in the 50 United States or U.S. Territories
- CV Threshold: Up to $5MM in full year Amex Charge Volume (CV) at top of chain (TOC)
- LIF Threshold: Up to 25 LIFs at TOC
- Franchises: Franchise brands with up to 250 total stores and/or up to 25 corporate-owned stores are Included. Franchise brands that exceed these criteria are excluded.
- In good standing
- Online: Online merchants are eligible. These merchants can appear In the Online Directory section of the Shop Small Map.
- Excluded Industries: Government agencies, public administration, gas stations and businesses located on the same premises as a gas station, travel agencies, charities, non-profits, peer-to-peer payments, crowdfunding, trade associations, shopping property management companies, direct sellers, and political organizations are excluded.
- Excluded Aggregators: Businesses that accept American Express Cards solely through a third-party payment aggregator or affiliate who do not provide a sponsored merchant file.
Invite your customers to Shop Small® with you and help attract new customers. As an American Express® Card accepting small merchant, this site is your go-to source for tips, inspiration and tools to help you promote your business year-round. Learn more about other resources to connect your business to American Express® Card Members and find savings on services that can help your business grow.
If your business is not on the Shop Small Map or Online Directory, follow the detailed instructions on the Shop Small Map FAQs.
As a small business owner with a physical or online presence, you can enjoy tools and resources to help you promote your business year-round. The Shop Small Resource Hub, is your go-to source for tips and inspiration to help you promote your business, and to download free marketing materials like social media posts, printable signage, and more, which can be used throughout the year to show shoppers they can Shop Small® at your business.
Additionally, we know attracting more customers is important to you—so it is important to us. As a qualifying American Express® Card accepting small business, you can be recommended in emails to Card Members, in their online accounts, and within search results on the Shop Small Map – all for free. In 2023, American Express recommended over 8 million Shop Small businesses to nearly 36 million Card Members across Amex-funded Marketing, driving over $37 million in new spend at small businesses like yours!*
*Source: 2023 Internal Amex Recommendations Data. New Spend is defined as American Express® Card Members with no activity at an SE 90 days prior to the recommendation but spend within 30 days after the Card Member sees the recommendation.
Yes! Visit the Shop Small Resources Hub to download marketing materials for your site and find out more.
Additionally, American Express® Card-accepting small businesses can display American Express digital decals to show potential customers that their Card is welcomed at your business. Order free signage now here.
First, determine if your business location(s) qualifies to be included on the American Express Shop Small Map by reviewing the qualification criteria in the FAQs. If you are a qualifying merchant, to help ensure that your business location(s) has been included and is listed correctly on the American Express Shop Small Map, log in here to review and update your customer-facing information. Make sure to check the box next to “Check here to have your business displayed on the Shop Small Map”. This allows your public information to be seen on the Map and in other marketing channels. Then click the “Save” button after making changes in each portion of your location details.
Updates can take up to 3 days to be reflected on the Shop Small Map or Online Directory.
The Shop Small® Map, recommendations to Card Members, complimentary signs & supplies, and digital marketing materials such as social media posts and email templates are all available for free to help promote your business. Business owners are only responsible for the cost of printing any downloaded marketing materials.
No, you do not need to be an American Express® Card Member or accept American Express® Cards to get free downloadable marketing materials in the Shop Small Resources Hub site.
You can learn more about becoming an American Express® Card-accepting merchant at AmericanExpress.com/AcceptTheCard. Eligible small businesses can accept American Express Cards through a Payment Provider, which sets the rate for card acceptance or you can accept directly through American Express. Learn more about the two ways to accept card payments online and in store today at AmericanExpress.com/AcceptTheCard.
If the FAQs on this page do not address your questions, please feel free to call our Shop Small® servicing center at 1-833-213-0506. We are available from 9am to 6pm ET, Monday through Friday. You can also email us at ShopSmallHelp@aexp.com.