American Express Announces 2021 Small Business Saturday Campaign

With the 12th annual Small Business Saturday just around the corner, American Express has announced details about its 2021 campaign. This year’s Small Business Saturday will be observed on November 27th. Ahead of that date, Amex is rolling out a new marketing campaign, Google Shopping collaboration, an online marketplace for Black-owned businesses, and more.

First, American Express has launched a nationwide marketing campaign. This includes once again offering free downloadable resources that businesses can use in-store, online, and on social media to promote their participation. The latest part of the campaign is part of the card company’s larger goal to help drive $100 billion in consumer spending at small businesses over the next four years.

Next, Amex and Google are putting a new spin on holiday window displays by announcing shoppable murals. These murals will appear in New York, Los Angeles, Boston, and Chicago and feature designs created by local artists. Each mural will also highlight more than 25 products from local small businesses that customers can explore and shop by using Google Lens on their phones. The exact mural locations will be revealed later this month.

Meanwhile, Amex is also expanding its ByBlack initiative by introducing the Shop Small x ByBlack online marketplace powered by Showfields. This marketplace features numerous products from Black-owned small businesses. What’s more, select Amex cardholders may also find an Amex Offer that will earn them $15 back when they spend $20 or more on the Shop Small x ByBlack platform. Beyond the online portal, a ByBlack Bazaar pop-up shop featuring ByBlack certified businesses in Los Angeles will be available on December 11th and 12th.

In a statement about this year’s Small Business Saturday and some of the challenges surrounding it, American Express Chief Marketing Officer Elizabeth Rutledge said, “Excitement is building among consumers and small businesses ahead of the holidays, with 63% of small business owners surveyed reporting that they are preparing for a bigger holiday shopping season than last year despite supply chain shortages and other challenges due to the pandemic. We’re rallying consumers to help deliver a strong holiday season for small businesses in communities across the country.” Rutledge added, “It’s so important to support our favorite small businesses not only on Small Business Saturday but throughout the holiday season and all year long.”

With 80% of American consumers surveyed saying that they’re likely to Shop Small this holiday season, this year’s Small Business Saturday will hopefully prove to be another hit following last year’s $19.8 billion in sales. Of course, there are steps that business owners can take to help aid in their success. Considering the past couple of years that small businesses have had to endure, with any luck, this shopping season will bring about a big win for entrepreneurs as we all look towards brighter days ahead.

Also published on Medium.


Jonathan Dyer

I'm a small town guy living in Los Angeles looking to make solid financial decisions. I write for a number of finance websites, including HuffingtonPost and Business2Community. I founded in 2015 to focus on personal finance and the emerging FinTech markets.

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