Ahead of the 15th Small Business Saturday® on November 30, nearly 9 in 10 consumers - including 88% of Millennials and Gen Z - say they are planning to Shop Small® for the holidays.

NEW YORK, NY – November 19, 2024 – American Express today released results from the 2024 American Express Shop Small Impact Study*, which highlights the power of supporting local businesses this Small Business Saturday (November 30) and how these business owners rely on their local communities to succeed.
Small business owners are optimistic about their 2024 holiday sales.
When it comes to their 2024 holiday sales, 95% of small business owners have a positive outlook for their business (up from 83% in 2023), with 87% predicting that their holiday sales for this year will be stronger than last year (up from 65% in 2023). The majority (84%) of small business owners agree that Small Business Saturday is more critical than ever for their business this holiday shopping season (up from 48% in 2023).
Consumers want to support small businesses and their local communities.
85% of consumers say they are likely to Shop Small this holiday season – including 88% of Millennials and Gen Z. Among those who plan to shop on Small Business Saturday, twice as many Gen Z and Millennial consumers say they plan to spend more this year than last year (52%), compared to Gen X/Boomers (26%).
Consumers also report they Shop Small to make an impact locally, with 64% saying they shop at small businesses because they know a portion of their purchase directly impacts the community. 61% of consumers also say they plan to shop at small businesses that need the support this holiday season, including 68% of Gen Z and Millennials.
Consumers see small businesses as essential – uniting communities – with some inspired to consider opening their own business after shopping small.
75% of consumers agree that small businesses are essential to their community and 67% agree that supporting small businesses unites their community.
For many consumers, shopping small is also personal. 63% say it makes them feel a personal connection to their community. For one-third (34%) of consumers, shopping small inspired them to consider opening their own small business.
The survey also revealed when it comes to discovering new small, independently owned businesses or restaurants, walking around the local town is the most effective way. 90% of Gen Z and Millennials say they found a new business using this approach, compared to 80% who attribute new business discoveries to social media in the past year.
Small business owners count on their communities and other small businesses for support.
When it comes to ways to keep small businesses thriving, 86% of small business owners agree that community support is key. A majority (88%) say they can count on other local small business owners for support, and most of these entrepreneurs (85%) look for ways to support their community year-round.
Additionally, 83% of small business owners say that support from other small business owners can have a significant impact on the success of their business.
Celebrating the 15th Small Business Saturday with American Express
American Express is ringing in the 15th Small Business Saturday on November 30, 2024 with activations in Charleston, South Carolina and a giving pledge to aid in the recovery of small businesses impacted by Hurricanes Helene and Milton in the Southeast. For every Card Member purchase made using an eligible Amex Card at a qualifying U.S. small business on Small Business Saturday, American Express will donate $1 to the U.S. Chamber of Commerce Foundation to go toward hurricane recovery efforts for impacted small businesses.1 Learn more by visiting americanexpress.com/SBS15.
*ABOUT THE 2024 AMERICAN EXPRESS SHOP SMALL IMPACT STUDY
The American Express Shop Small Impact Study consisted of two studies conducted by Teneo on behalf of American Express, one study of consumers and another of small business owners. The consumer survey was an anonymous online survey conducted from October 9-11, 2024 among a sample of 1,010 adults 18 years of age and older. Consumer data is weighted by five variables: age, sex, geographic region, race and education to ensure reliable and accurate representation of the total U.S. population, 18 years of age and older based on U.S. Census data. The small business owner survey was conducted online among a sample of 503 small business owners/managers in the U.S. from October 3 – 17, 2024. Respondent companies must conduct sales in a physical location in one of the following industries: arts/entertainment/recreation, retail trade, restaurant/bar/coffee shop/hotel/hospitality, or personal services.
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CONTACTS:
AMERICAN EXPRESS
Curt Villarosa
curt.villarosa@aexp.com
ABOUT AMERICAN EXPRESS
American Express is a globally integrated payments company, providing customers with access to products, insights and experiences that enrich lives and build business success. For more information about American Express, visit americanexpress.com, americanexpress.com/en-us/newsroom/, and ir.americanexpress.com.
ABOUT SMALL BUSINESS SATURDAY
November 30, 2024 is the 15th annual Small Business Saturday, proudly backed by American Express. Dedicated to supporting the diverse range of local businesses that create jobs, help boost the economy, and enhance neighborhoods around the country, Small Business Saturday was created by American Express in 2010 in response to small business owners’ most pressing need: getting more customers. Since the day was created, consumers have reported spending an estimated $201 billion at small businesses on the day.2 Learn more at and connect with us on ShopSmall.com, instagram.com/ShopSmall, facebook.com/ShopSmall
ABOUT SHOP SMALL
Shop Small is a global movement that supports small, independent businesses and calls attention to the valuable and distinct contributions they make to their communities and the economy. Shop Small celebrates small businesses ranging from retail stores and restaurants to fitness studios and salons, and everything in between. The Shop Small movement was spurred by the widespread participation in Small Business Saturday, a day founded in 2010 by American Express. This national holiday shopping tradition is dedicated to celebrating small businesses and driving more customers through their doors on the Saturday after Thanksgiving. November 30, 2024 marks the 15th annual Small Business Saturday, proudly backed by American Express. Learn more at and connect with us on ShopSmall.com, instagram.com/ShopSmall, facebook.com/ShopSmall.
1American Express is donating $1 for every purchase made by American Express Card Members using their eligible Card at a U.S. small business on the Shop Small Map on Small Business Saturday (November 30, 2024) to support small businesses impacted by recent hurricanes**
**Donation to go to U.S. Chamber of Commerce Foundation (for info: www.uschamberfoundation.org). American Express Debit Cards are not eligible.
2This 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+).