As the holiday shopping season kicks into high gear, one day stands out for its heart, purpose, and undeniable impact: Small Business Saturday, returning on November 29 for its 16th year. What started as a post-recession initiative has evolved into a cultural moment — one where communities rally behind the independent makers, creators, and family-run shops that give neighborhoods their soul.
And in 2025, the momentum is stronger than ever. According to American Express’ 2025 Shop Small Impact Study, 86% of consumers plan to Shop Small this holiday season, including 89% of Millennials and Gen Z, underscoring the generational passion for conscious consumerism and community-driven shopping.
Small business owners feel the weight — and opportunity — of this crucial sales window. Many expect nearly 20% of their annual revenue to come from Small Business Saturday alone. Data from Constant Contact’s 2025 Small Business Holiday Outlook report shows just how high the stakes are: for 60% of small businesses, the holiday season accounts for up to half of their yearly sales.
This is no longer just a shopping day — it’s a lifeline. And American Express is doubling down on making sure it counts.
Amex’s Biggest Shop Small Push Yet
This year, American Express is introducing one of its most ambitious seasons of support, launching a trio of initiatives designed to uplift small businesses not just on one day, but year-round.
1. A New $5M Shop Small Grants Program
In partnership with Main Street America, Amex is introducing a $5 million fund, providing 250 small businesses with $20,000 grants each. Every eligible Amex Card purchase at a small business on November 29 generates a $1 donation toward future rounds of the program.
Jennifer Skyler, Chief Corporate Affairs Officer at American Express, tells GRAZIA USA:
“Small businesses are at the heart of every community – they bring people together, create opportunity, and give neighborhoods their unique character. This year, in partnership with Main Street America, American Express is expanding our support with a new $5 million grant program and initiatives that inspire consumers and small businesses to join our longstanding Shop Small Movement. We’re proud to continue backing the small business owners who make our communities stronger, not just on Small Business Saturday, but every day of the year.”
2. A New Creator Partnership With Keith Lee
To bridge the gap between small businesses and the next generation of shoppers, Amex has teamed up with Keith Lee, the creator whose authentic food and retail reviews have made local businesses go viral. His involvement couldn’t be more strategic: 71% of Gen Z and Millennials say creators influence where they shop, and 60% have visited a small business because they saw it recommended online.
3. Year-Round Tools for Merchants
Amex is also expanding its “Member Since” campaign by offering free customizable storefront signage that businesses can personalize with their “In Business Since” year — a physical reminder that heritage deserves to be seen, celebrated, and supported.
Inside the 2025 Consumer Mindset
Today’s shoppers are intentional, digitally savvy, and fiercely loyal to the businesses they care about.
Constant Contact reports that:
- 72% of consumers return to the same small businesses each holiday season
- 88% are likely to become repeat customers after a positive holiday purchase
- 70% are actively seeking discounts amid rising prices
It’s a powerful reminder: thoughtful engagement — online and in-store — is the new customer retention strategy.
Small Business Saturday, Through a Small Business Owner’s Eyes
Few understand the emotional significance of the day better than the entrepreneurs showing up for their communities year after year.
Megan Authement, owner of Clad in Asheville, NC, tells GRAZIA USA:
“West Asheville is a very neighborhood-oriented area of town, and many of our customers are folks who live down the street that stop in while on their daily strolls. Our customers share the values of supporting small businesses and investing in sustainably-made clothing that lasts, and it’s so heartwarming to see folks out and about wearing their pieces from Clad. Small Business Saturday is all about showing up for your community, and it means so much that people choose to come out and Shop Small that day and all year long. Our first Small Business Saturday was last year, which was a crazy time right after Hurricane Helene which really devastated our community, so I’m definitely looking forward to what’s to come for this year’s holiday season.”
Clad is one of several small businesses spotlighted by Amex this year — each with a unique story and generational legacy worth championing.
Meet Some of the Small Businesses Taking Part in 2025
Each year, Amex highlights a selection of standout businesses across the country. For 2025, the list includes:
- Drew’s Place in Fort Worth, TX: A Southern comfort food staple founded in 1987, rooted in family tradition and community pride.
- Clad in Asheville, NC: A slow fashion retailer focused on intentional, long-lasting attire that transcends seasonal trends.
- The Hungarian Pastry Shop in New York, NY: Opened in 1961 by Hungarian immigrants, now a 60-year neighborhood institution known for its heritage recipes.
- Kegel’s Inn in Milwaukee, WI: A Bavarian-style beer hall serving German cuisine since 1924.
- Gu Grocery in Los Angeles, CA: A Chinese-Taiwanese pantry shop founded by Jessica Wang, expanding into a new Chinatown market in late 2025.
- Hendersonville Toy Company in North Carolina: A female-owned store focused on sustainable, high-quality toys that inspire creativity and imagination.
- Bake’n Babes in Tampa Bay, FL: A beloved, female-owned bakery spreading joy through handcrafted desserts.
Each represents the backbone of their community — the kind of place where you’re greeted by name, where traditions pass hands, where stories stay alive.
Why Shopping Small Still Matters in 2025
Beyond the warm fuzzies, shopping small has real economic impact.
For communities
Small businesses create local jobs, stimulate neighborhood economies, and bring distinct culture and character to every block.
For consumers
You get craftsmanship, connection, quality, and a more intentional customer experience than mass-market retailers offer.
For business owners
In a landscape where rising costs and economic pressure remain top concerns, Small Business Saturday provides much-needed revenue and visibility. Inflation and rising costs affect 32% of small businesses, and weak spending impacts 22%.
How to Shop Small Like a Pro (The GRAZIA Way)
- Make a list: Identify the boutiques, restaurants, bookshops, and specialty stores you want to support.
- Engage on social: Follow your favorite businesses and watch for promotions.
- Choose gifts that tell a story: A boutique fashion find, a handcrafted candle, a bakery’s signature treat — these gifts mean more.
- Share what you buy: One post can dramatically uplift a local business.
- Use your Amex card: Every eligible purchase on November 29 contributes $1 to the Shop Small Grants Program.
The Bottom Line
Small Business Saturday isn’t nostalgia — it’s modern, intentional shopping. It’s community-driven, value-forward, and increasingly vital. And with American Express expanding grants, creator partnerships, and year-round support, 2025 is shaping up to be the most powerful Shop Small moment yet.
As shoppers, we decide what kind of world we want to live in — one where independent businesses thrive, or one where they fade.
This year, the choice is clear: shop small, shop with purpose, and shop with heart.
