• by Danielle Oster , 11 hours ago

15 years ago, American Express created Small Business Saturday to encourage consumers to patronize small local businesses on the last Saturday of November. This year, American Express is expanding its “Shop Small” focus beyond the annual event with a series of new initiatives.

The brand is partnering with food writer Keith Lee, who has nearly 20 million followers across social media platforms, on a digital content series designed to “help shine a light on small business owners who are driving culture, creativity, and connection in their communities," according to the financial services giant.

American Express is also partnering with Main Street America, a nonprofit dedicated to strengthening local economies, on a $5 million Amex Shop Small Grants Program. The program will allow eligible small businesses in the U.S. to apply for one of 250 initial grants of $20,000 each to help them grow.

“Small businesses are at the heart of every community -- they bring people together, create opportunity, and give neighborhoods their unique character,” American Express Chief Corporate Affairs Officer Jennifer Skyler said in a statement.

On Nov. 29, for  Small Business Saturday, American Express will also donate an additional $1 to the grant program for each purchase made using an eligible AmEx credit card at qualifying small businesses.

The brand is also offering small businesses complimentary, customizable “In Business Since” signage, a small business-focused counterpart to the brand’s “Member Since” campaign. 

According to data from the 2025 American Express Shop Small Impact Study conducted by business management consultancy Teneo, 86% of consumers said they are “likely” to shop at a small business in-person or online this holiday season. The study found that, on average, small business owners anticipated nearly 20% of their annual revenue to come from sales on Small Business Saturday.