What is Small Business Saturday®?
Small Business Saturday is a day for everyone — from the business owners who create jobs to the customers who buy locally — to support small businesses that invigorate the economy and keep communities thriving.
It began in 2010 when American Express founded Small Business Saturday to help small businesses get more exposure during one of the biggest shopping weekends of the year. Last year, over 100 million people came out to shop at independently-owned small businesses on the day. Now, in its third year, Small Business Saturday will be even bigger. American Express is offering free and easy-to-use tools to help small businesses get the most out of the day and tools for consumers to show their support.
What is Small Business Saturday®?
Small Business Saturday is a day for everyone — from the business owners who create jobs to the customers who buy locally — to support small businesses that invigorate the economy and keep communities thriving.
It began in 2010 when American Express founded Small Business Saturday to help small businesses get more exposure during one of the biggest shopping weekends of the year. Last year, over 100 million people came out to shop at independently-owned small businesses on the day. Now, in its third year, Small Business Saturday will be even bigger. American Express is offering free and easy-to-use tools to help small businesses get the most out of the day and tools for consumers to show their support.
When is Small Business Saturday?
Small Business Saturday is the Saturday after Thanksgiving and it sits between Black Friday and Cyber Monday. This year, it falls on November 24th.
Why should I be a part of Small Business Saturday?
As a consumer, you are a key part in helping small businesses thrive. By shopping or dining at a small business this November 24th, you’re showing your support for all the small communities around you. This means you could be helping local entrepreneurs offer more jobs, which in turn invigorate the economy. Last year, over 100 million people came out to shop at independently-owned small businesses on the day. This year, go out and support your favorite small business and search for savings on unique merchandise while experiencing spectacular service – a cornerstone of many small businesses.
How can I participate in Small Business Saturday?
That’s up to you! You can go shopping or dining at a local small business, spread the word to others or share the news online and through social media. Anything you can do helps to give small businesses the support they need to keep creating jobs, powering the economy and invigorating communities. And that’s what makes Small Business Saturday a success. Visit the Rally My Community section for more ideas and tools to help spread the word.
Is there an American Express statement credit offer for Cardmembers for this year’s Small Business Saturday?
Yes. For the third year in a row, American Express is offering Cardmembers the opportunity to get a $25 statement credit when they enroll their eligible American Express® card and then use it to spend $25 or more in a single in-store transaction at a qualifying small business location on Small Business Saturday. The number of enrollments is limited. Enrollment opens at 12:00AM MST on November 18th and continues until 11:59PM MST on November 24th unless the enrollment limit is reached sooner.
In order to receive the statement credit offer, you need to follow three simple steps:
What is a qualifying small business location?
Yes. For the third year in a row, American Express is offering Cardmembers the opportunity to get a $25 statement credit when they enroll their eligible American Express® card and then use it to spend $25 or more in a single in-store transaction at a qualifying small business location on Small Business Saturday. The number of enrollments is limited. Enrollment opens at 12:00AM MST on November 18th and continues until 11:59PM MST on November 24th unless the enrollment limit is reached sooner.
Qualifying small business locations appear on the Shop Small® Map at www.ShopSmall.com. In addition, qualifying small business locations that accept American Express through Square also qualify and can be found on the Square Directory at https://squareup.com/directory/?cmpId=amex. Online-only businesses and franchises with more than 100 locations are not eligible. Small business locations that do not appear on the Shop Small® Map or that do not accept American Express through Square will not qualify for the $25 statement credit offer. Please note that business location information provided on the Shop Small® Map and Square Directory may contain inaccuracies or errors, including as a result of information provided by third parties. Transactions with political campaigns and political action committees are not eligible, regardless of whether they appear on the Shop Small® Map or in the Square Directory.
IMPORTANT NOTE: If American Express does not receive information that identifies a transaction as having occurred at a qualifying merchant, the transaction will not qualify for the statement credit. For example, the following transactions will not qualify for the credit:
How do I know that a particular small business location in my area is a qualifying location?
To see if a particular small business location qualifies as a location where you can get the $25 credit, please visit the Shop Small® Map at www.ShopSmall.com. If that particular small business location is on the Map, it qualifies. In addition, qualifying small business locations that accept American Express through Square also qualify and can be found on the Square Directory at https://squareup.com/directory/?cmpId=amex. However, transactions with political campaigns and political action committees are not eligible, regardless of whether they appear on the Shop Small® Map or in the Square Directory.
How many statement credits can I get?
You can get only one $25 statement credit per enrolled Card.
Can supplemental cardholders enroll in the statement credit offer?
Yes, supplemental Cardholders are eligible to enroll, however each Card must be enrolled separately. For example, if you enroll your Card and your spouse enrolls his/her supplemental Card, you are both eligible for the offer. If you enroll your Card and your spouse doesn’t, only you will be eligible for the offer.
Can I register multiple cards?
Cardmembers can register more than one Card as long as each is linked to a separate account.
What is meant by the requirement that I spend $25 or more in a single in-store transaction?
To receive the credit, the transaction must equal $25 or more. For example, if your transaction is only for $15, you will not receive a credit. Multiple transactions of less than $25 will not qualify even if the combined total of those transactions is more than $25. You may purchase multiple items that together equal $25 or more, but you must purchase them in a single transaction to receive the statement credit.
How long before I see my statement credit?
The credit will appear on the account within eight weeks after American Express receives information from the merchant about your qualifying purchase.
What Cards are NOT eligible for this offer? Can Cardmembers outside the US participate?
Corporate and prepaid cards are not eligible. In addition, American Express Cards that were issued outside of the 50 United States, District of Columbia, Puerto Rico or U.S. Virgin Islands are not eligible for the offer. This offer is only available to Cardmembers that use an eligible Card at a qualifying small business location in the 50 United States, District of Columbia, Puerto Rico and the U.S. Virgin Islands.
How do consumers without American Express Cards participate in Small Business Saturday?
Small Business Saturday is about supporting and celebrating the small, local businesses that consumers care about. Anyone can visit www.ShopSmall.com to learn about the ways to participate, share and support small business. Regardless of how you pay, we encourage all consumers to shop at their favorite small businesses on Small Business Saturday. The $25 statement credit offer is available only to American Express Cardmembers.
Is the statement credit offer available for purchases at online retailers?
No. Small Business Saturday is about supporting local, independently owned and operated brick and mortar businesses such as your favorite local boutique, corner store, bakery or gift shop. Cyber Monday drives business to online retailers and Black Friday to national retail businesses.
If I make my purchase using my mobile wallet, will I get the credit?
No. Small Business Saturday is about supporting local, independently owned and operated brick and mortar businesses such as your favorite local boutique, corner store, bakery or gift shop. Cyber Monday drives business to online retailers and Black Friday to national retail businesses.
What if I make a purchase, receive a statement credit, and need to make a return?
If the qualifying purchase is returned or cancelled, the statement credit will be reversed.
I enrolled my Card for the offer but that Card was lost, stolen or misplaced and I received a replacement Card. Do I need to enroll my replacement Card before I can take advantage of the offer?
If your Card was issued by American Express: We will automatically update your replacement Card with your enrollment information. You do not need to enroll your replacement Card in the offer. If you have any questions, call the number on the back of your Card.
If your Card was issued by a third-party bank licensed to issue American Express-branded cards: You will need to enroll your replacement Card in order to be able to take advantage of the offer. Since enrollment is limited, there is no guarantee that you will be able to enroll when you try to enroll your replacement Card. If you have any questions, call the number on the back of your Card.
Why should I be a part of Small Business Saturday?
As a small business owner, you’re automatically (or already) part of the day. Small Business Saturday is the day when the community comes together to show its support for you, the small business owner, and to give you exposure during the holiday shopping season.
The big retailers have Black Friday and the online retailers have Cyber Monday. And, for the past three years, small business owners have their kickoff to the holiday shopping season with Small Business Saturday.
Whether you are a brick-and-mortar retail store, restaurant or online-only small business, you can take advantage of the day. American Express is offering free tools and marketing materials to help you make the most of the day. Visit the “Promote My Business” section where you can download personalized in-store signage, social media and email templates to promote your business and the day. And then, get inspired by reading about how other small business owners made the most of their Small Business Saturday last year.
How can I participate in Small Business Saturday? Do I need to “sign up”?
No, you don’t have to “sign up” to be a part of Small Business Saturday. The day is for all to celebrate you and the contribution your business makes to the community and the economy. Thus, whether you are a brick-and-mortar retail store, restaurant or online-only business, just by being a small business owner, you’re already a part of it. As such, participation is as simple as being open for business this November 24th.
To help make the most of your participation, American Express is offering free resources for you to use (visit “Promote My Business” section for more details), including:
In addition, qualifying small businesses can create free personalized ads that link to their website or their Facebook page. American Express will run these ads in a geo-targeted ad buy at no cost to the businesses. Ads are available while supplies of inventory last. Terms, conditions and eligibility restrictions apply.
Be sure to spread the word to other small business owners, so they can take advantage of Small Business Saturday too! Visit “Rally My Community” section for helpful tools!
Also, feel free to plan a special event at your business or create an exclusive offer for your customers who visit you on the day.
How do I find out if my business qualifies for the free personalized ads?
There are certain eligibility restrictions for small businesses. To find out if your business qualifies, you should review the Terms and Conditions.
What free resources are available for small businesses? Do I have to use all of them?
American Express is offering free resources for you to use (visit “Promote My Business” section for more details), including:
You are free to use any, all, or none of the resources provided.
My small business accepts American Express Cards. How do I know if my small business is eligible?
To see if your small business qualifies as a business where Cardmembers can get the $25 credit, please visit the Shop Small® Map at www.americanexpress.com/shopsmallmerchant. If your business is on the Map, it qualifies.
HINT:When checking the Map be sure to “change your location” to match the zip code or the address of your business and then search by name. If your business is not on the Map and you feel that this is an error, please visit our Map servicing landing page at www.americanexpress.com/mapservicing to request to be added to the Map for future Shop Small® promotions.
If I am a qualifying American Express Card accepting small merchant, how should I communicate to my customers about the offer?
If you are a qualifying small business, you can go to www.americanexpress.com/shopsmallmerchant and download personalized in-store signage that explains the offer. In addition, here are some guidelines about how to talk to your customers about the Cardmember offer:
DO: Download the personalized in-store signage described above and display it prominently in your business.
DO: Direct any specific customer questions regarding the offer to www.ShopSmall.com or tell the Cardmember to call the number on the back of their Card. If customers are unclear on the program, have them call the number on the back of the Card.
DON'T: Give your customers the impression that the credit is automatic. Enrollment is required.
DON'T: Tell customers that they can buy now and register later. Enrollments are limited and there is no way to be sure that enrollment will be possible after the purchase is made. The only way to ensure customers can get the credit for qualifying purchases is if they enroll prior to making a purchase.
DON'T: Tell customers they can make a purchase and return it and keep the statement credit.
DON'T: Tell customers you’re a qualifying small business when you’re not or if you are unsure.
DO: Be clear and accurate. American Express will view any miscommunication of the offer terms very seriously. If you have any questions regarding the offer, please call us toll-free at 1-800-235-8916.
What if my business is listed on the Map incorrectly?
Location information appearing on the Shop Small® Map may contain errors resulting from technological or typographical issues, including problems with information provided by third-parties. If you receive American Express® Card services directly from American Express and your address or business name is incorrect or doesn’t appear as you’d like, please visit My Merchant Account/Online Merchant Services (OMS)1 at www.americanexpress.com/oms to edit your “Doing Business As” (DBA) name or business address. Updates will typically be reflected on the Map within 10 business days. In order for your updates to be reflected on the Map for this Small Business Saturday, you must submit your updates by November 15, 2012.
Alternatively, you can call us toll free at 1-800-235-8916 by November 14th to update your information.
If you receive American Express® Card services through a different credit card processor, please contact your processor to update your information by November 15th, 2012 in order for updates to be reflected for this Small Business Saturday.
1My Merchant Account/OMS is a complimentary suite of digital servicing tools for merchants. With these online tools, you can track your transactions, handle disputes and update your account information 24/7. If you are not already enrolled, you will be required to register to My Merchant Account/OMS in order to update your DBA name or business address.
What if I want to opt out?
In order to remove your business from the Shop Small® Map and opt out of Small Business Saturday® and future Shop Small® promotions, please call us tollfree at 1-800-235-8916. To be removed from the Map prior to this Small Business Saturday, you must call no later than November 14th, 2012.
I am an American Express Card accepting small merchant and believe my business is eligible, but it is not on the map. Can I be added?
We’re sorry, but we are unable to add your business to the Shop Small® Map in time for Small Business Saturday 2012. However, we’d like to be sure you are added for future Shop Small® promotions. When you complete the contact form at www.americanexpress.com/mapservicing, one of our representatives will call you back to verify your business information so that if your business is eligible, you can appear on a map for future Shop Small® promotions.
Is there any cost to my business to be a qualifying merchant?
Qualifying American Express Card accepting small merchants are automatically included as a business where Cardmembers can get the credit. There is NO cost to merchants to be part of this offer.
When does Cardmember enrollment start?
Cardmember enrollment opens at 12:00AM MST on November 18th and continues until 11:59PM MST November 24th unless the enrollment limit is reached sooner. Enrollments are limited, so encourage your customers to enroll early.
Are small businesses outside of the US eligible to be a business where Cardmembers can get the credit?
Consumers will only be able to receive the credit for eligible purchases made at qualifying small businesses within the 50 United States, Puerto Rico and US Virgin Islands.
Are franchise locations eligible to be a business where Cardmembers can get the credit?
Small franchise brands are included in the statement credit offer. However, larger franchise brands are excluded from the offer because they benefit from widespread brand recognition, regional or national marketing support and/or group purchasing power. If you have a question as to whether your franchise qualifies, see the question "How do I know if my small business is eligible?" above.
Advocacy Groups
Public Officials
Administrator Karen Mills (U.S. Small Business Administration)
Cities & States
Corporate Supporters
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Stay up-to-date on the Shop Small® initiative and
Small Business Saturday®.
Between Black Friday and Cyber Monday is a day
dedicated to supporting small businesses nationwide. Last year,
over one hundred million people* came together to Shop Small® in
their communities on Small Business Saturday®. Learn more
Learn about the American Express $25 Statement Credit Cardmember Offer for Small Business Saturday. Click here
*Based on 2011 Small Business Saturday Consumer Survey by Echo Research, and commissioned by American Express
Enroll your eligible American Express® Card to GET $25 BACK ONE TIME WHEN YOU SPEND $25 OR MORE at a qualifying small business location on November 24th. Enrollment is limited so act early before enrollments run out. Corporate and prepaid cards are not eligible. See Offer Terms for full details.
Enroll NowThis Shop Small® map shows qualifying small business locations.
Only qualifying American Express Card accepting small merchants appear on the map.*
*Important Note: Merchants that began to accept American Express® Cards after October 15, 2012 do not appear on the map. Merchants that began to accept American Express Cards after October 31, 2012 do not qualify for the American Express $25 Statement Credit Cardmember Offer. Small business locations that accept American Express through Square also qualify for the $25 statement credit offer but may not appear on this map. For information about small business locations that use Square, please visit the Square Directory at https://squareup.com/directory/?cmpId=amex. Please note that business location information provided on this map and Square Directory may contain inaccuracies or errors, including as a result of information provided by third parties. Transactions with political campaigns and political action committees are not eligible, regardless of whether they appear on the Shop Small® Map or in the Square Directory. If you need any help using this map, please call the number on the back of your Card.
Come November 24th, consumers will be out shopping at small businesses in force. As a small business owner, you can take advantage of the day with the free tools below.
Whether you’re a small business owner or customer, want to encourage your friends to Shop Small or help rally an entire town; everyone can help spread the word about Small Business Saturday.
The more people and the more businesses that get involved, the bigger and more beneficial the day will be.
* Free Ads available through November 19, 2012 or while supplies last. Media Inventory is limited. For the purpose of this Program, qualifying small businesses include small, locally-owned storefront and online businesses with $10 million in annual revenue or less. Businesses in the following industries are excluded: government agencies, charities, non-profits, trade associations, shopping property management firms, political, religious and educational organizations. Small businesses that are part of a franchise brand with more than 100 stores are excluded. Additionally, if a franchise brand has more than 20 corporate-owned units, then the entire brand is excluded. Small businesses that promote any of the following are not eligible for the Program: pharmaceuticals, drugs, politics, pornography or sexual aids, diet aids, gambling, liquor, tobacco, firearms/weapons, or any sensitive topic with respect to current events. See Terms of Participation.