As the 2025 holiday shopping season approaches, American Express is preparing a major nationwide initiative aimed at strengthening independent merchants across every region of the United States. The company’s new support programs, updated retail tools, and high-visibility campaigns are positioned to make this year’s amex small business saturday a central moment for communities, entrepreneurs, and holiday shoppers seeking to keep their spending local.
Small Business Saturday has grown into one of the most significant retail events of the year for small businesses. This year’s effort carries additional momentum, thanks to American Express introducing new funding opportunities, enhanced marketing resources, and renewed emphasis on community partnerships. With tens of thousands of small businesses participating each year, the 2025 version is shaping up to be one of the most robust, coordinated efforts supporting local commerce during the holiday season.
A renewed commitment to local businesses
Small businesses continue to navigate rising operating costs, shifting consumer expectations, and increased competition from large retailers and e-commerce giants. For many owners, the stretch between Thanksgiving and the new year represents a crucial period that can determine overall annual performance. American Express is focusing its efforts on ensuring that independent retailers, restaurants, and service providers enter the season with strong visibility and access to new opportunities for growth.
This year’s programming is built around several key pillars:
- Direct financial support for qualifying small businesses
- New promotional tools designed to increase holiday traffic
- Community-driven events organized in partnership with local stakeholders
- Shopper-facing incentives that encourage consumers to visit local merchants
- National outreach campaigns to strengthen awareness and participation
These efforts collectively aim to create a stronger ecosystem for small-business success during one of the busiest retail weekends of the year.
How the 2025 initiative is structured
American Express is structuring this year’s lineup around measurable support, community engagement, and merchant empowerment. While past years emphasized marketing visibility, the 2025 effort includes broader financial and promotional components.
1. Greater financial support opportunities
American Express is rolling out new funding programs designed to help small businesses make critical investments during the holiday season. These initiatives allow eligible owners to apply for monetary support to upgrade equipment, strengthen inventory, enhance digital tools, or hire necessary seasonal staff.
For many small businesses, available capital arrives too late in the year to support holiday planning. By offering a support program tied directly to the holiday season, American Express is aligning funding with the moment of highest need. The goal is to help owners enter the season fully prepared—stocked, staffed, and equipped to manage higher customer demand.
2. National marketing push
To elevate visibility for participating small businesses, American Express will invest in national and regional marketing across multiple channels. The promotional campaign highlights the importance of shopping locally, emphasizing how every dollar spent at an independent business contributes to jobs, community growth, and economic resilience.
These efforts include:
- Broad digital marketing
- Television and streaming ads
- Social media campaigns
- Out-of-home marketing in select cities
- Partnerships with influential community groups
By increasing national awareness, American Express aims to drive more foot traffic to local stores and neighborhood districts during the holiday weekend.
3. Tools to help businesses attract customers
Small businesses participating in the initiative gain access to a comprehensive toolkit that includes customizable marketing materials, signage, digital assets, and promotional templates. These resources help owners quickly build holiday messaging without hiring creative support or investing heavily in advertising.
The 2025 toolkit includes:
- Printable window and counter signage
- Social media graphics optimized for major platforms
- Templates for email newsletters
- Digital banners for websites
- In-store promotional materials
- Holiday-themed creative assets
This package is designed to help small businesses present a polished, professional brand image throughout the holiday period. Stronger branding helps attract more customers and improves the overall shopping experience.
Enhancing the shopper experience
The customer-facing side of this year’s effort is equally important. American Express is focusing on tools that help shoppers discover local businesses easily and encourage them to explore neighborhood retailers.
Updated Shop Small discovery map
Shoppers can use an expanded, interactive map to locate participating small businesses near their location. The map highlights stores, restaurants, service providers, and pop-up vendors that are taking part in the nationwide effort.
Businesses that opt in earlier will have greater visibility as customers begin planning their holiday outings. Discovery tools that highlight category, location, and business type make it easier for shoppers to build routes, explore new stores, and support a wider variety of merchants.
Incentives for cardholders
American Express cardholders will see renewed incentives to shop at local merchants. While specifics vary by card type and region, the 2025 rollout emphasizes benefits that reward customers for supporting independent establishments—from dining to retail to personal services.
These incentives serve a dual purpose: encouraging consumers to shop locally and strengthening the relationship between small businesses and American Express customers.
Community celebrations
Communities across the country will host holiday markets, sidewalk sales, artisan pop-ups, family events, and extended shopping nights. These locally organized events transform the day into a festive, community-centered experience. Many towns coordinate entertainment, lighting ceremonies, or themed shopping walks that encourage families to explore downtown districts.
Small Business Saturday has become a cultural event in many regions, not just a retail promotion. The 2025 edition continues that momentum with expanded neighborhood participation nationwide.
Why this year matters for independent businesses
This year’s effort is especially timely given the changing retail landscape. Small businesses are adjusting to shifts in consumer habits, including increased demand for convenience, elevated expectations for digital presence, and continued preference for locally crafted goods and personalized service.
Higher competition during the holidays
Large retailers launch major promotions weeks before Thanksgiving, creating intense competition for consumer attention. Small Business Saturday offers an opportunity for local merchants to stand out—supported by national marketing, increased visibility, and community events that draw shoppers directly to their storefronts.
Local economic impact
Money spent locally circulates within the community through wages, vendor relationships, and neighborhood services. This creates a multiplier effect that strengthens local economies. By organizing national attention around a single day, the initiative helps generate concentrated economic activity that can sustain small businesses through the end of the year.
Rebuilding customer relationships
After years of digital acceleration, many small businesses are working to rebuild in-person relationships with customers. Events like this allow owners and shoppers to reconnect through face-to-face interactions, special promotions, and personalized service experiences.
Preparing small businesses for Nov. 29, 2025
To maximize impact, small businesses are encouraged to begin preparations early. Successful participation often includes planning marketing strategies, optimizing staffing, and coordinating with neighboring businesses.
Recommended steps for business owners
- Register early for visibility
Claiming a spot on the discovery map increases the likelihood of being found by new customers. - Create appealing in-store experiences
Many businesses set up holiday product displays, tasting stations, demonstrations, or small workshops. - Promote participation on social platforms
Sharing event details increases visibility and helps customers plan their holiday shopping routes. - Check inventory and reorder early
High-traffic days require reliable stock, especially for seasonal items or bestsellers. - Coordinate with nearby merchants
Joint promotions, block-wide discounts, and shared events draw customers to entire business districts. - Train temporary and seasonal staff
Good customer service is essential on high-volume days, especially for first-time visitors.
By preparing in advance, participating businesses can benefit from increased exposure and stronger holiday performance.
Growing national awareness
Each year, awareness of this shopping tradition continues to rise. Millions of consumers now see the event as a way to support local jobs, strengthen community identity, and discover unique gifts or services they may not find at national chains.
This year’s campaign promises wider reach through improved advertising, more localized events, and a renewed focus on showcasing the diversity and creativity of America’s small-business community. The effort also continues the longstanding partnership between small businesses, community organizations, and national coordination from American Express.
A look ahead
As communities, merchants, and shoppers prepare for the holiday season, this year’s initiative stands out for its depth and broad support. The combination of financial assistance, promotional tools, incentives, and community engagement is designed to create meaningful impact not only on Small Business Saturday itself but throughout the holiday period.
For many independent merchants, the day represents an opportunity to reach new customers, reinforce loyal relationships, and build momentum that carries well into the new year. With stronger resources and heightened national attention, the 2025 celebration of local commerce is expected to be one of the most influential yet.
This year’s event will also feature renewed outreach highlighting how amex small business saturday supports business owners across every type of community—from busy urban retail corridors to small-town main streets and rural artisan markets.