Small Business Owners
Neighborhood Champions
About Shop Small®
Shop Small FAQs
When deciding which businesses to support, start small. Your everyday choices can benefit small businesses and the communities you care about in a heartwarming way.
Shop Small is our way of celebrating and supporting small businesses all year long. Back in 2010, American Express proudly founded Small Business Saturday® as a way to encourage everyone to Shop Small during the holidays. Since then, Shop Small has grown into an ongoing initiative for Amex and a year-round movement everyone can get behind.
More On Shop Small
FIND NEIGHBORHOOD GEMS
Whether you’re in search of a good meal, a unique boutique, or simple essentials, use the Shop Small Map to find a small business near you.
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Only qualifying American Express® Card-accepting merchants will be featured on American Express Maps.
GET MORE WHEN YOU’RE #WITHAMEX
When you Shop Small with an American Express® Card, you can get rewarded for supporting the small businesses that speak to your heart – think points, miles, or cash back. So, grabbing dinner at a local restaurant or ordering a handmade gift online can be even more rewarding.
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Not all Cards are eligible to get rewards. Terms and limitations vary by Card type.
SMALL BUSINESS OWNERS, WE’VE GOT YOUR BACK
American Express is finding new ways to help you optimize your business operations. Explore curated offers paired with actionable insights and tips to help run and protect your business this summer. Terms Apply.
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RESOURCES DESIGNED WITH YOU IN MIND
Whether scrolling on social media or strolling by your storefront, get customers to stop and take notice with free marketing materials, plus tools to help grow your business.
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PUT YOUR BUSINESS ON THE MAP
Add your business to the American Express® Shop Small Map – it’s an easy way for shoppers to find you. Already have a listing? Keep it updated with your latest information.
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Amex cannot guarantee your business will appear in a search on American Express Maps. Merchants are displayed via the American Express Maps, americanexpress.com, and email.
SAVE WITH OFFERS FROM OUR PARTNERS
We’ve curated a collection of offers to help streamline operations, save on services, and bring in new customers. Expect savings from FedEx®, QuickBooks®, and more. Terms apply.
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OUR COMMITMENT TO BACKING CHANGE
American Express provides access to funding, resources, and tools to help minority-owned businesses either jumpstart or grow their business.
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WE COUNT ON OUR NEIGHBORHOOD CHAMPIONS
Neighborhood Champions support the small business owners in their community by sharing free resources and more. Want to join the movement? Applications open this fall. In the meantime, find Neighborhood Champions in your area and see how they’re making a difference.
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ABOUT SHOP SMALL
THE BEGINNING
Shop Small initially started when Amex created Small Business Saturday® to encourage support for small businesses back in 2010.
THE IMPACT
In 2020 alone, Amex invested approximately $200 million in global small business initiatives.*And every time you buy a latte from a tiny cafe or order a gift from a local artist, you’re making a difference, too.
THE MOVEMENT
Shop Small has grown to be a year-round movement that supports small businesses across the globe, and Small Business Saturday continues to be an annual holiday shopping tradition.
*Our delivery of more than $200M supported a Card Member Offer and the associated marketing campaign to encourage American Express Card Members in select countries around the globe to Shop Small in their local communities and online.
Shop Small FAQs
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 thrive. By shopping or dining at small businesses throughout the year, you’re showing your support for the small businesses in your neighborhood and in the community you call your own.
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 $163 billion at small businesses across all 12 Small Business Saturdays combined*.
*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 or sales. 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. This year, Small Business Saturday is November 25, 2023.
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®.
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.
Applications to be a Neighborhood Champion take place on an annual basis, typically each Fall ahead of the upcoming Small Business Saturday® and holiday season. Please check back to apply then.
Yes! Feel free to connect with any of the 2022 Neighborhood Champions through their provided link here. However, we cannot guarantee that they will respond to your message.
Keep checking this page for general Information about the Neighborhood Champion Program and resources to support your community year-round.
- 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 site.
- 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.
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. this site is your go-to source for tips and inspiration to help you promote your business year-round, and to download marketing materials like in-store signage, social media posts, email templates, 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's 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 2021, more than 17 million people received recommendations of places to shop*. Update your business listing so that we can send Card Members to the right place. Learn more at americanexpress.com/marketing.
*Based on Amex recommendations made throughout 2021. Amex cannot guarantee your business will appear in a search on American Express Maps. Merchants are displayed via the American Express Maps, Americanexpress.com, and email.
Yes! Visit the Shop Small Resources site to download marketing materials for your site and find out more.
Additionally, American Express® Card-accepting small businesses can help drive sales by displaying American Express digital decals to show potential customers that their Card is welcomed at your business. Order free signage now at americanexpress.com/signage.
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 merchant 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 site.
Additionally, we know attracting more customers is important to you — so it's 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 2021, more than 17 million people received recommendations of places to shop*. Update your business listing so that we can send Card Members to the right place. Learn more at americanexpress.com/marketing.
*Based on Amex recommendations made throughout 2021. Amex cannot guarantee your business will appear in a search on American Express Maps. Merchants are displayed via the American Express Maps, Americanexpress.com, and email.
You can learn more about becoming an American Express® Card-accepting merchant at AmericanExpress.com/AcceptTheCard. Eligible small businesses can accept 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.
Your support and involvement is vital to the Shop Small® movement. While we aren't currently accepting requests to be featured in our advertising, we encourage you to use the free digital marketing resources and tools are available for small businesses on the Shop Small Resources site.
The grant program application launches each Fall from 2020 through 2023. To learn more please visit here, and if your business is eligible, please check back this Fall to apply.
The ByBlack platform is an extensive national Black business directory developed by the U.S. Black Chambers, Inc (USBC). And now, with the support of American Express, it also includes the only national certification exclusively for Black-owned businesses. ByBlack is designed to provide Black entrepreneurs a way to reach new customers and get access to valuable business resources. To learn more please visit here.
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.
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