Forgive me for a bit of nostalgia, but I remember when Small Business Saturday felt like a big deal. American Express launched this special “holiday” in 2010 to encourage shopping at local businesses between Black Friday and Cyber Monday. It worked – partly because Amex offered statement credits to cardholders who shopped at designated small businesses on the Saturday after Thanksgiving.
Has Amex Withdrawn Its Support?
American Express continues to promote Small Business Saturday, but it’s been a while since they’ve offered any financial incentives, like the statement credits that once made the holiday stand out. This change has left some wondering if Amex has scaled back its support. According to the company:
Small Business Saturday is a day dedicated to supporting small businesses and communities across the country and is part of the larger Shop Small Movement. Founded by American Express in 2010, this day is celebrated each year on the Saturday after Thanksgiving in the U.S. Since it started in 2010, consumers have reported spending an estimated $200 billion at small businesses across all 14 Small Business Saturdays combined*.
Celebrating the 15th Anniversary – But Where’s the Spark?
This year marks the 15th anniversary of Small Business Saturday, and while the holiday still exists, the excitement seems to have faded.
Amex now invites customers to “check the Shop Small website to discover local retailers,” which feels like a minimal effort compared to past promotions.
What Amex Wants Consumers to Know
American Express frames participation in Small Business Saturday as a meaningful way to support local communities, stating:
As a consumer, you’re a key part in helping small businesses thrive. By shopping or dining at small businesses throughout the year, you’re showing your support for the small businesses in your neighborhood and in the community you call your own.
Where’s the Real Support for Small Businesses?
Frankly, this feels like one of Amex’s most lackluster attempts at promoting Small Business Saturday. If Amex isn’t willing to support small businesses by offering cardholders a modest credit, maybe it’s time to reconsider the holiday. Calling it a “support” initiative doesn’t quite ring true when the primary focus seems to be promoting Amex services without giving back as they once did.
Happy Holidays!
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