American Express is strengthening its nationwide support for local commerce as the 2025 holiday season approaches. On November 29, 2025, the company will introduce new financial support, promotional tools, and shopper-facing incentives designed to boost independent merchants across the country. The effort is anchored by a major funding initiative and fresh community partnerships tied to amex small business saturday, making this year’s program one of the most impactful to date.
American Express announces new grant funding
This year, American Express has committed $5 million to the new Amex Shop Small Grants Program. The fund will provide 250 grants of $20,000 each to eligible small businesses. Applications open on November 29, giving business owners a direct opportunity to secure meaningful financial support heading into the peak holiday period.
Alongside the base fund, American Express will also donate $1 to expand the grant pool for every qualifying purchase made with an eligible American Express Card at participating small businesses on November 29. This creates a direct connection between consumer spending and increased grant funding.
A growing national tradition
Small Business Saturday began in 2010 as an effort to spotlight local, independently owned businesses during the holiday shopping rush. Held annually on the Saturday after Thanksgiving, the event encourages shoppers to choose local stores and services as a way to support their communities.
In recent years, the program has evolved into a nationwide movement that includes marketing resources, public partnerships, and community events. The 2025 edition stands out for combining direct financial aid with a reinforced push for visibility and consumer participation.
How the new grants work
The $20,000 grants are intended to give small businesses flexible funding options. Eligible owners can use the money for operations, equipment upgrades, technology improvements, marketing, hiring seasonal employees, and other essential business needs.
The additional $1-per-purchase donation creates a multiplier effect. Every customer who uses an eligible American Express Card at a qualifying small business on November 29 helps boost the overall funding available for grants. This structure ties the consumer experience to long-term business support.
Tools available for small business owners
Businesses participating in Small Business Saturday have access to upgraded promotional tools for 2025. These resources include:
- Customizable marketing materials
- Social media graphics
- In-store signage
- Templates for email promotions
- Access to the national Shop Small Map
Listing a business on the Shop Small Map makes it visible to shoppers searching for participating merchants in their area. Business owners are encouraged to claim their listing early so customers can easily find them when planning their holiday routes.
What shoppers can expect this year
Consumers can use the Shop Small Map to discover participating businesses in their neighborhoods. Many small businesses will offer extended hours, limited-time promotions, and special local events on November 29. Communities across the country are already planning holiday markets, themed shopping experiences, and family-friendly activities to increase foot traffic.
Eligible cardholders who shop at participating businesses not only support local owners but also help grow the grant fund via the $1 donation mechanism. This setup makes everyday purchases part of a broader national support initiative.
Local partnerships return for 2025
Communities and civic organizations continue to play a central role in organizing local programming. Chambers of commerce, small business groups, and Main Street organizations across the United States regularly coordinate holiday events that align with Small Business Saturday.
These local partnerships help generate visibility, encourage collaboration between neighboring businesses, and create a festive atmosphere that attracts shoppers.
Why this year matters
The early weeks of the holiday shopping season are a make-or-break period for many independent merchants. Rising costs, evolving consumer habits, and increased competition from large retailers mean small businesses often operate on narrow margins.
By pairing financial support with national marketing and community-driven programming, this year’s initiative provides a more comprehensive support system. The direct grant funding offers stability, while the donation-per-purchase model empowers shoppers to contribute to the movement.
Tips for small business owners
To get the most from November 29, business owners can take several practical steps:
- Join the Shop Small Map early to increase visibility.
- Promote special offers across email and social media using available templates.
- Train staff in advance to ensure smooth checkouts during peak hours.
- Coordinate with neighboring businesses for joint promotions or events.
- Review grant eligibility and prepare application materials ahead of time.
A nationwide celebration of local commerce
From downtown business districts to neighborhood retail corridors, communities across the country are preparing for a strong Small Business Saturday. Holiday markets, pop-up fairs, sidewalk sales, and local performances are just a few of the events planned to draw shoppers out and create a dynamic retail experience.
The combination of financial support, community events, and shopper incentives positions this year’s observance as a major driver of local economic activity. The momentum continues to grow as business owners and customers prepare for one of the most important shopping days of the season.
Looking ahead
After November 29, program leaders will share updates on grant distribution, application timelines, and success stories from recipients. Small businesses benefiting from the program are expected to use the funds to strengthen their operations, invest in upgrades, and expand services heading into 2026.
Small Business Saturday’s core mission remains clear: uplift local businesses, energize communities, and keep holiday spending close to home. With new funding and fresh national attention this year, the tradition continues to expand its reach and impact.