person's hands wrapping holiday gifts
From generating awareness for your business to potentially boosting sales, adding your small business to the Small Business Saturday map can offer many benefits at no cost to you. — Getty Images/DusanManic

At a time when local businesses are struggling, many consumers want to do their part to shop consciously and support small retailers when they can, especially as the holiday season approaches. One way small businesses can boost consumer awareness and reach more holiday shoppers is by participating in Small Business Saturday, an annual shopping holiday dedicated to supporting local companies.

If you want to sign up to be featured on American Express’s “Shop Small” map for Small Business Saturday 2020, here’s what you need to know.

What is Small Business Saturday?

Small Business Saturday is the “shopping holiday” between Black Friday and Cyber Monday where consumers are encouraged to #ShopSmall. Launched in 2010 and sponsored by American Express, it's a chance for small businesses across the country to get increased exposure at the start of the holiday shopping season.

This year, Small Business Saturday will be observed on November 28, 2020. Because so many businesses are struggling during COVID-19, American Express is allowing small businesses to register and add themselves to its Shop Small map and encouraging shoppers to support local businesses year-round.

[Read: How Any Business Can Make the Most of Small Business Saturday]

Small Business Saturday registration

Signing up for Small Business Saturday and adding your business to the Shop Small interactive map can be done in a few simple steps.

First, submit your business’s Employer Identification Number (EIN) through American Express’s merchant profile page to verify your business. From there, you’ll confirm your shop’s location on the map (you’ll need to toggle on the “Show on Shop Small Map” option to see it). You’ll have the ability to log back in with your EIN to edit your information and change the location of the shop later if necessary.

Fore more information, American Express created this instructional video to help small businesses complete the registration process.

Small Business Saturday is a great way to gain exposure at a time when small businesses need it most.

Why sign up for Small Business Saturday?

Small Business Saturday is a great way to gain exposure at a time when small businesses need it most. Here are a few reasons why signing up can be incredibly beneficial for you and your small business:

Increase awareness of your business and reach a wider consumer base

During these times, every business needs as many sales as they can get. Participating in Small Business Saturday can, quite literally, put your business on the map and attract a greater number of customers through the holiday season.

American Express also reaches out to select businesses during the Small Business Saturday promotional period to feature them in video and social media content tied to the shopping holiday. This is yet another opportunity to expand your reach with AmEx’s large customer base.

Generate e-commerce sales

While Small Business Saturday started as a way to bring attention to local businesses, it can also help small retailers expand their national presence, as sales have shifted heavily toward e-commerce during COVID-19. By listing your business on the Shop Small map and participating in Small Business Saturday marketing initiatives, your business will have a wider audience for any online sales or promotions you may be running for the holiday season.

[Read: Retailers Bet on Virtual 'Shoppable Moments' to Drive Holiday Sales]

It’s free

There’s no fee to list your business on the Shop Small map. By registering, you can get a leg up this holiday season without any additional marketing spend — a huge perk at a time when most businesses are slashing their budgets and trying to save cash.

Learn more about how to make the most of this shopping holiday in our Small Business Saturday guide.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

Follow us on Instagram for more expert tips & business owners stories.

Event Recap: Scaling a Business

Watch the replay from our latest Roadmap for Rebuilding event, where the panel discusses ways to expand your customer base into new markets and use technology to grow.

Published November 06, 2020