American Express is expanding its support for small businesses ahead of Small Business Saturday with a new $5 million grants program, free customizable signage, and additional year-round resources aimed at strengthening local communities. The initiatives build on the company’s long-standing commitment, which began with the creation of the annual shopping event in 2010.
A new 2025 American Express Shop Small Impact Study reveals that consumer interest in supporting local retailers remains strong, with 86% of shoppers saying they are likely to Shop Small this holiday season. That includes 89% of Millennial and Gen Z consumers.
Notably, small business owners expect nearly 20% of their annual revenue to come from sales on Small Business Saturday alone.
To help merchants capture that demand, American Express and Main Street America are launching the Amex Shop Small Grants Program on November 29. The program will award 250 grants of $20,000 each to eligible U.S. small businesses looking to grow, innovate, or expand their community impact. The company will also contribute an additional $1 to the grant fund for every eligible American Express Card purchase made at qualifying small businesses on Small Business Saturday.
Card Members can use the Shop Small Map to identify eligible merchants in their area. American Express says its cards are accepted at 99% of U.S. merchants, giving shoppers broad access to participate.
Alongside the new grant program, American Express is introducing free “In Business Since” signage that allows small business owners to showcase their longevity as part of the company’s Member Since campaign. Through its Neighborhood Champions initiative, Amex will continue to offer promotional materials and tools to help merchants attract new customers and build stronger community connections.
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