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2022 marked ten years since the Shop Small Offer launched in the UK

Its rewarding - and easy - to Shop Small. Support the businesses that make your community feel like home and enjoy rewards.

Cardmember FAQs




Get to know your local area even better with the Shop Small Map, an easy-to-use tool that helps you discover and support small businesses near you.




Small Business Saturday encourages people to support their local communities by shopping small. 




The Little Blue Book of Sharing highlights some of the brilliant independent & small businesses that make up our local communities.



Shoppers, small businesses, and civic leaders come together to support small businesses and give back to their local communities. Shopping small adds up to big things and together, we can make an impact.

At American Express, we believe that small businesses and the joy they bring are at the core of every neighbourhood. That's why we created Shop Small, to encourage people to show their support for small businesses by shopping small and local. 

Authors Celebrate Shop Small

In an exclusive interview for American Express, Lee and Andrew Child – authors of the world-renowned, Jack Reacher series – tell us how small, independent bookshops played a big part in the success of their novels and talk about their latest book, ‘No Plan B’.


Humble Chicken
Coal Rooms



Shop Small Tasting Menus


American Express partnered with three top London restaurants to create inspirational Tasting Menus to celebrate 10 years of Shop Small(TM) in the UK. From a vegetarian 10-stage “alternative Sunday roast” concept at Bubala Soho and a 10-plate “beak-to-tail” meal at Humble Chicken to a menu of local delights at Coal Rooms, each menu will cost just £15 per head and champions the small businesses that supply the restaurants. What’s more, diners who pay with an enrolled American Express(R) Card will have the opportunity to receive a £5 statement credit as part of the Shop Small Offer, meaning they could enjoy an incredible meal for just £10 per head. To book, visit our partner Resy using the link below. Drinks and service not included.


Limited availability. Over 18s only. Terms apply. Booking Opens at 9am on Friday, 2 December 2022.


All events have taken place.









Big Backing Small


American Express approached some of the UK’s most well-respected ‘big’ retailers to ask for their support in encouraging people to shop small this Small Business Saturday. 

Boots, Fenwick, Robert Dyas, Selfridges, Timpson and Waitrose are the big-name brands who have stepped forward for Big Backing Small, sharing messages of support capturing why they’re proud to back small business.


Small Business Saturday 2nd December

Small Business Owners

Invite your customers to Shop Small

We know the support of your community is priceless. Let’s work together to remind them to Shop Small all year long.

Shop Small POP and smiling man

How to let Cardmembers know you're part of Shop Small

68% of UK American Express(R) Cardmembers report they're more likely to make retail purchases with clear signage for American Express1. Browse & order free Shop Small signage today and let Cardmembers know you're a part of the Shop Small Campaign.

1.       Source: American Express® commissioned internet panel survey conducted in February 2022 – March 2022 based on retail purchases made in the 6 months prior to the survey. Definition of American Express® Card Members: Respondents who reported that they have an American Express® Card and that they used that card to make retail purchases in the prior 6 months. Definition of Non-Card Members: Respondents who reported they do not have an American Express Card and used Visa, MasterCard, debit cards, cash, direct transfer, or payment services to make retail purchases in the prior 6 months to the survey.




American Express showcases businesses like yours participating in the Shop Small Campaign to our Cardmembers - for free.

See your business but need to update your location? Update your details here. 





When your business welcomes American Express, you unlock specialist tips, tools, and have access to resources, events, and Offers to help you go further.

Hear what our merchants have to say about Shop Small and how this campaign has supported their business

The Shed



Black Gull Books

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