Forgive me for a bit of nostalgia, but I remember when Small Business Saturday felt like an actual Amex “holiday.”
Back when American Express launched Small Business Saturday in 2010, it landed perfectly between Black Friday and Cyber Monday — a breather in the chaos, and a reason to spend money somewhere that wasn’t a big-box store or a website that rhymes with “Schmamazon.”
And for a while, Amex didn’t just promote the day… they helped make it fun. If you were a cardholder, Small Business Saturday often came with statement credits or Amex Offers that turned “shopping local” into a little mission. You’d plan the coffee stop, the bakery run, maybe grab a gift card or two — because the day came with a nudge that felt tangible.
These days? The day still exists. The nostalgia is real. But the “Amex holiday” vibe has definitely changed.
Amex Still Talks About Small Business Saturday
To be fair, American Express hasn’t abandoned Small Business Saturday. Their messaging is consistent: shopping small helps communities, and the day is part of the broader “Shop Small” movement.
They also point to the massive numbers associated with the day — including their frequently cited estimate that consumers have spent around $200 billion at small businesses since the event began.
So… What Happened?
Here’s what feels different now: Small Business Saturday used to feel like it came with a simple, universal “thank you” for cardholders. A modest credit. A clear incentive. Something that made people change their habits for one Saturday and actually go out of their way to shop local.
In 2025, Amex’s headline push isn’t a widespread cardmember statement credit. Instead, it’s more of a “support the movement” approach — plus some behind-the-scenes support aimed directly at small businesses.
This year’s big push: grants + donations (not statement credits)
For Small Business Saturday (which falls on November 29, 2025), Amex is promoting an Amex Shop Small Grants Program with Main Street America — including $20,000 grants for eligible small businesses.
They’re also tying card usage to giving: when an eligible Card Member makes a qualifying Shop Small purchase that day, Amex says it will donate $1 per qualifying transaction to support that grants program.
That’s real support. It may even be more meaningful than throwing a few dollars back to each cardholder. But it’s also why the day doesn’t feel like an “Amex holiday” anymore — because the benefit is no longer landing directly in the cardholder’s account.
One more wrinkle, though: this whole “$1 per qualifying transaction” promise is triggered by purchases where the merchant is still paying to accept Amex in the first place. Amex’s business model is built heavily around merchant “discount” revenue, and Amex is often one of the more expensive networks for merchants to accept. So while the grant program is real support, it can still feel a little ironic — the donation is tied to the very transactions that are already generating fees for Amex.
“Shop Small” Now Means “Find Small Businesses”
Today, Amex emphasizes discovery: use the Shop Small map, search for local businesses, and shop or dine small not just today, but throughout the year.
On paper, it’s hard to argue with that. Shopping small is a good thing. But the pitch feels a lot more like awareness than activation — and that’s what’s missing for many Amex cardholders who remember the “good old days.”
Has Amex Withdrawn Its Support?
I wouldn’t say Amex has withdrawn support — I’d say they’ve redirected it.
Small Business Saturday has evolved into something Amex treats as part of a year-round “Shop Small” brand. The company still wants people to shop local, still funds programs aimed at helping small businesses, and still uses the day to champion communities.
But if you’re looking for that old-school, no-effort, easy-to-use cardmember incentive… that’s not the centerpiece anymore.
If You Want the “Old” Small Business Saturday Feeling… Check Your Offers
One practical tip: even if Amex isn’t running a broad-based statement credit, it’s still worth opening your Amex account and checking Amex Offers. Sometimes you’ll find targeted “Shop Small”-type deals (or merchant-specific offers) that can bring back a bit of that old magic — even if it’s not labeled “Small Business Saturday.”
And if you need a reminder of why it’s worth keeping an eye on them, here you go: why you need to take advantage of Amex Offers.
Final Thought
I’m still glad Small Business Saturday exists, and I’ll always be pro–shopping local. I just miss when Amex met cardholders halfway — when the day came with a simple incentive that made people change their habits for one Saturday and actually go out and shop small.
Small Business Saturday used to feel like an Amex “holiday.” These days, it feels more like something Amex sponsors — and small businesses benefit from — but cardholders don’t really experience in the same way anymore.
Happy Holidays!
Want to comment on this post? Great! Read this first to help ensure it gets approved.
Want to sponsor a post, write something for Your Mileage May Vary, or put ads on our site? Click here for more info.
Like this post? Please share it! We have plenty more just like it and would love it if you decided to hang around and sign up to get emailed notifications of when we post.
Whether you’ve read our articles before or this is the first time you’re stopping by, we’re really glad you’re here and hope you come back to visit again!
This post first appeared on Your Mileage May Vary
