{"id":108510,"date":"2025-11-18T16:39:29","date_gmt":"2025-11-18T16:39:29","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&p=108510"},"modified":"2025-11-18T16:39:29","modified_gmt":"2025-11-18T16:39:29","slug":"small-business-saturday-2025-amex-shop-small","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/small-business-saturday-2025-amex-shop-small\/","title":{"rendered":"Why Small Business Saturday Still Matters \u2014 & How Amex Is Powering Its New Era"},"content":{"rendered":"
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Photo via Getty Images<\/figcaption><\/figure>\n

As the holiday shopping season kicks into high gear, one day stands out for its heart, purpose, and undeniable impact: Small Business Saturday<\/a>, returning on November 29 for its 16th year. What started as a post-recession initiative has evolved into a cultural moment \u2014 one where communities rally behind the independent makers, creators, and family-run shops that give neighborhoods their soul.<\/span><\/p>\n

And in 2025, the momentum is stronger than ever. According to American Express\u2019 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.<\/span><\/p>\n

Small business owners feel the weight \u2014 and opportunity \u2014 of this crucial sales window. Many expect nearly 20% of their annual revenue to come from Small Business Saturday alone. Data from Constant Contact\u2019s 2025 Small Business Holiday Outlook report<\/a> shows just how high the stakes are: for 60% of small businesses, the holiday season accounts for up to half of their yearly sales.<\/span><\/p>\n

This is no longer just a shopping day \u2014 it\u2019s a lifeline. And American Express is doubling down on making sure it counts.<\/span><\/p>\n

Amex\u2019s Biggest Shop Small Push Yet<\/b><\/span><\/h2>\n

This year, American Express is introducing one of its most ambitious seasons of support, launching a trio of initiatives<\/a> designed to uplift small businesses not just on one day, but year-round.<\/span><\/p>\n

1. A New $5M Shop Small Grants Program<\/b><\/h3>\n

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.<\/span><\/p>\n

Jennifer Skyler, Chief Corporate Affairs Officer at American Express, tells GRAZIA USA<\/em>:<\/strong><\/h4>\n

\u201cSmall businesses are at the heart of every community \u2013 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\u2019re 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.\u201d<\/span><\/p><\/blockquote>\n

2. A New Creator Partnership With Keith Lee<\/b><\/h3>\n

To bridge the gap between small businesses and the next generation of shoppers, Amex has teamed up with Keith Lee<\/a>, the creator whose authentic food and retail reviews have made local businesses go viral. His involvement couldn\u2019t 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.<\/span><\/p>\n

3. Year-Round Tools for Merchants<\/b><\/h3>\n

Amex is also expanding its \u201cMember Since\u201d campaign by offering free customizable storefront signage that businesses can personalize with their \u201cIn Business Since\u201d year \u2014 a physical reminder that heritage deserves to be seen, celebrated, and supported.<\/span><\/p>\n

Inside the 2025 Consumer Mindset<\/b><\/span><\/h2>\n

Today\u2019s shoppers are intentional, digitally savvy, and fiercely loyal to the businesses they care about.<\/span><\/p>\n

Constant Contact reports that:<\/strong><\/h4>\n