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Small Business Saturday

American Express cares deeply about thriving communities and believes small businesses are at the core of every successful neighborhood. That's why they created Small Business Saturday® on the Saturday after Thanksgiving to encourage people to Shop Small and bring more holiday shopping to small businesses.


Experience Designer

Project Co-lead


ERGO Interactive

American Express


July–October 2018

(15 weeks)


Get Excited for Small Business Saturday

Shopping at a family-owned framing spot or buying a handmade ring from your favorite online small business helps to promote more vibrant communities. In 2017, an estimated 108 million consumers reported shopping or dining at local independently-owned businesses on Small Business Saturday and 90% of consumers surveyed said Small Business Saturday has had a positive impact on their community. We aimed to rally Small Business Owners (SBOs) and their supporters to promote the Shop Small movements and American Express acceptance.


Neighborhood Champions

Small Business Owners and supporters bring their community together with events and activities on Small Business Saturday and throughout the year in an effort to enrich their local communities.



Empower Small Business Owners

We want to let Small Busines Owners know they are making a difference. In fact, for every dollar spent at a small business in the U.S., approximately 67 cents stays in the local community. When consumers Shop Small on Small Business Saturday they can help create a big impact. Through multiple touchpoints, we conveyed this message in surround sound—email communications and a promotional package encouraged Small Business Owners to display window decals and other merch to promote the Shop Small movement that has been empowering merchants and their communities since 2010.


Prepare with #ShopSmall Swag

Small Business Saturday continues to be an annual holiday shopping tradition — just one part of the larger Shop Small Movement supporting small businesses every day and everywhere. By way of email and a shipped promotional package, Amex helps merchants prepare for the big day with Shop Small merch including pens, balloons, banners, and more. These communications also educate on how the merchant can prepare by letting Card Members know they accept American Express, and by promoting the use of the Shop Small Map, so Card Members may be recommended to shop with their business.

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