Why it matters:
- Small Business Saturday, which falls on November 29 this year, has grown into a major event for small businesses, with business owners, on average, estimating the day will generate 20% of their annual sales.
- American Express is partnering with the nonprofit group Main Street America to launch a $5 million small business grant program to mark the 16th Small Business Saturday.
- A hefty 86% of consumers surveyed said they plan to shop small, either in person, or online, this holiday season.
Since American Express sponsored the first Small Business Saturday in 2010, the annual holiday event, which falls on November 29 this year, has grown to the point where the day generates, on average, 20% of participating small businesses’ annual revenue.
This year, American Express has announced that it is expanding its support for small businesses with a new $5 million Amex Shop Small Grants Program, administered in partnership with the nonprofit Main Street America.
American Express will also donate an additional $1 to the grant program for every purchase made with an eligible American Express Card at qualifying small businesses on Small Business Saturday.
Small Business Saturday is held every year on the Saturday after Thanksgiving—the day after Black Friday, the traditional start to the busiest holiday shopping weeks. It was founded to encourage Americans to remember to shop at their local small businesses during the holiday season.
“Small businesses are at the heart of every community—they bring people together, create opportunity and give neighborhoods their unique character,” Jennifer Skyler, Chief Corporate Affairs Officer, American Express, said in announcing the grant program.
“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,” she said.
The 2025 American Express Shop Small Impact study reveals that support for small business continues to grow.
This year, 95% of small business owners said community support is what makes them successful, up from 86% in 2024.
A hefty 86% of consumers surveyed said they plan to shop small, either in person, or online, this holiday season. An even higher percentage of millennial and Gen Z consumers—89%—plan to support small businesses during the holidays.
This year, American Express has announced that it is expanding its support for small businesses with a new $5 million Amex Shop Small Grants Program, administered in partnership with the nonprofit Main Street America.
Content partnership with social media star Keith Lee spotlights small business owners
In addition to the new grant program, American Express is supporting small businesses this holiday season by partnering with food critic, social media personality, and small business advocate Keith Lee.
Lee, who has close to 20 million followers, will create digital content that will spotlight small business owners.
American Express this year is also offering customizable signs for small business that allow them to display how many years they have been in business.
More information on resources for Small Business Saturday can be found on ShopSmall.com.
Information about the Amex Shop Small Grants program can be found on the program page.
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