Frequently Asked
Questions

  • What is Shop Small®?

    Shop Small is about more than just shopping at small businesses. It’s a cause that helps to support local economies and promote vibrant, diverse communities. It’s also a nationwide movement fueled by shoppers, business owners, and organizers who come together and celebrate the community because they know it matters.

    What is Small Business Saturday®?

    It’s an annual shopping tradition dedicated to supporting small businesses and celebrating communities across the country. Founded by American Express in 2010, Small Business Saturday is celebrated every year on the Saturday after Thanksgiving. In 2018, you can get out and support the places you love with the people you love on Nov 24.

    You can learn more about the history of Small Business Saturday here.

    When is Small Business Saturday?

    Small Business Saturday is held annually on the Saturday after Thanksgiving. You can celebrate the big day on November 24, 2018.

    Why should you Shop Small all year long?

    Small businesses play a key role in helping communities thrive. By shopping or dining at your favorite local places throughout the year, you’re showing your support for small businesses and making a positive impact in your community.

    How can you participate?

    If you’re a shopper, you can Shop Small® and share the small businesses you love year round. You can also find new favorites by exploring the Shop Small® Map, which lists qualifying American Express® Card-accepting small businesses in your community.

    If you’re a small business owner, we know attracting more customers is important to you all year round—so it's important to us. Create your personalized marketing materials in the Shop Small Studio®. Additionally, qualifying American Express Card-accepting small businesses can be recommended in our emails to Card Members, in their online accounts, and within search results on the Shop Small Map—all for free, because we don't just have your back, we're on your side. In 2017, over 15 million people received recommendations on where to shop.* All you need to do is ensure your business is up-to-date. Learn more at www.americanexpress.com/marketing.

    For a one-stop overview of how to get involved, click here and see all the ways individuals and organizations can support small businesses. Terms apply to participation in all programs.

    *Based on an analysis of American Express merchant recommendations in 2017.

    What role does American Express play in supporting small businesses?

    In 2010, American Express founded Small Business Saturday. Today, American Express provides materials for supporters and businesses year-round, in addition to offering ways for shoppers to stay engaged with the small businesses in the community.

    What is a small business?

    Small businesses can exist in a variety of forms, from corner stores to food trucks to online boutiques. For this program, American Express has defined a small business as a business with up to 150 employees. These businesses help give a neighborhood strength and create vibrant, diverse communities.

    Where can you find more information about the impact that small businesses have on your state?

    To help show the impact small businesses have on your state, we used business data, statistics, and findings from the U.S. Small Business Administration. For more information about the SBA, how they collect their data and how they define a small business, please visit SBA.gov.

    What if you still have a question?

    If you didn’t find what you were looking for, you can reach out by email at ShopSmallHelp@aexp.com or by phone at 1-800-235-8916, 9am to 6pm ET, Monday through Friday.
  • Who can be a Corporate Supporter?

    Medium and large-sized companies, typically with 150 employees or more, are eligible to become Corporate Supporters. You can find the full list of 2017 Corporate Supporters at Shopsmall.com/Supporters.

    What does a Corporate Supporter do?

    A Corporate Supporter values the role that small businesses play in local communities nationwide. As a Corporate Supporter, you show your support for the small business community and help business owners get ready for Small Business Saturday®.

    If you are interested in becoming a Corporate Supporter, visit ShopSmall.com in late summer for updates.

    What if you still have a question?

    If you didn’t find what you were looking for, you can reach out by email at ShopSmallHelp@aexp.com or by phone at 1-800-235-8916, 9am to 6pm ET, Monday through Friday.
  • Who is a Neighborhood Champion?

    A Neighborhood Champion can be a member of a business association, state or local chamber of commerce, small business, or other community member who is willing to go above and beyond to rally their community. For more information visit shopsmall.com/rally.

    What do Neighborhood Champions do?

    As a Neighborhood Champion, you help unite shoppers and small businesses in your community. Visit Small Business Saturday 101 to get tips on how to rally your community year-round.

    Is it okay to contact this past year’s Neighborhood Champions?

    Feel free to connect with any of this past year’s Neighborhood Champions via their provided link on ShopSmall.com/nclisting. However, we cannot guarantee that they will respond to your message.

    What if you still have a question?

    If you didn’t find what you were looking for, you can reach out by email at ShopSmallHelp@aexp.com or by phone at 1-800-235-8916, 9am to 6pm ET, Monday through Friday.
  • How can you participate as a small business owner?

    We know attracting more customers is important to you all year round—so it’s important to us. Create your personalized marketing materials in the Shop Small Studio®. Additionally, qualifying American Express Card- accepting small businesses can be recommended in our emails to Card Members, in their online accounts, and within search results on the Shop Small Map—all for free, because we don't just have your back, we're on your side. In 2017, over 15 million people received recommendations on where to shop.* All you need to do is ensure your business is up-to-date. Learn more at www.americanexpress.com/marketing.

    *Based on an analysis of American Express merchant recommendations in 2017.

    What resources are available to small business owners?

    As a small business owner with an online presence or physical location, you can enjoy tools and resources to help you promote your business year round, like in-store signage, social media posts, email templates, and more, compliments of American Express. Business owners are responsible for the cost of printing certain marketing materials.

    You can help attract even more customers to your business year round by:

    • Downloading Shop Small® marketing materials from the Shop Small Studio®.
    • Receive year-round updates by going to ShopSmall.com and inputting your email address to Stay Connected at the bottom of the page.
    • Learning how to make the most of these materials and build on the Small Business Saturday® momentum, with Small Business Saturday 101, which features bite-sized, how-to videos and articles from those in the know.

    These materials can be used throughout the year to show shoppers they can Shop Small at your business.

    Additionally, we know attracting more customers is important to you all year round—so it’s important to us. As a qualifying American Express Card- accepting small business, you can be recommended in our emails to Card Members, in their online accounts, and within search results on the Shop Small Map—all for free, because we don’t just have your back, we’re on your side. In 2017, over 15 million people received recommendations on where to shop.* All you need to do is ensure your business is up-to-date. Learn more at www.americanexpress.com/marketing.

    *Based on an analysis of American Express merchant recommendations in 2017.

    Can online businesses get free marketing materials?

    Yes! Visit the Shop Small Studio to download marketing materials for your site and find out more.

    Additionally, American Express Card- accepting small businesses can help drive sales by displaying American Express digital decals to show potential customers you want their business. Order free signage now at americanexpress.com/signage.

    How can you include your business location(s) on the Shop Small Map?

    First, determine if your business location(s) qualifies to be included on the Shop Small Map by reviewing the qualification criteria in the merchant-specific FAQs. If you are a qualifying merchant, to help ensure that your business location(s) has been included and is listed correctly on the Shop Small Map, log in to your merchant account here to review and update your customer-facing information. Make sure to check the box next to "Get free exposure for your business. Allow your public information to be seen on our map and other marketing channels."

    Are there program costs associated with the materials?

    You can explore the Shop Small® Studio for free marketing materials that you can use to help promote your business; however, business owners are responsible for the cost of printing certain marketing materials.

    Do you need to be an American Express® Card Member or accept the American Express Card to get free marketing materials?

    No, you do not need to be an American Express Card Member or accept American Express Cards to get free downloadable marketing materials in the Shop Small Studio.

    However, as a small business owner, we know attracting more customers is important to you all year round—so it’s important to us. As a qualifying American Express Card- accepting small business, you can be recommended in our emails to Card Members, in their online accounts, and within search results on the Shop Small Map—all for free, because we don’t just have your back, we’re on your side. In 2017, over 15 million people received recommendations on where to shop.* All you need to do is ensure your business is up-to-date. Learn more at www.americanexpress.com/marketing.

    *Based on an analysis of American Express merchant recommendations in 2017.

    Where can you go to learn more about becoming an American Express merchant?

    You can learn more about becoming an American Express Card-accepting small merchant at OptBlue.com. Your rate could be lower than you think, thanks to OptBlue®. Now you can shop around or work with your Merchant Service Provider to help find a great rate for your business. Learn more at OptBlue.com.

    What if you still have a question?

    If you didn’t find what you were looking for, you can reach out by email at ShopSmallHelp@aexp.com or by phone at 1-800-235-8916, 9am to 6pm ET, Monday through Friday.