The holiday season is more than just a shopping rush, it’s a critical time for small businesses to thrive. For small business owners, the support of your community during this time isn’t just heartwarming; it’s the key to your growth, sustainability, and long-term success.
This year, we’re proud to join American Express in supporting the Shop Small® Movement, a nationwide initiative dedicated to celebrating and empowering small businesses every day and everywhere.
By taking part, you’re joining a powerful effort to highlight the small businesses that make local communities vibrant. Let’s break down why this movement matters and how you can make the most of it this holiday season and beyond.
Building Stronger Communities and Economies
When customers choose to shop at small, locally owned businesses, they are investing in their community. Local spending keeps more revenue close to home, supporting local schools, public services, and infrastructure.
Small businesses often partner with one another by sourcing goods and services locally. This creates a strong, interconnected network that strengthens the community, creates jobs, and helps everyone thrive together.
Celebrating Unique Offerings
Small businesses bring something special to the table that big-box stores can’t – authentic, thoughtful, and locally made products. Highlight what makes your business unique this holiday season.
From handcrafted gifts to personalized services, your offerings reflect the creativity and quality that customers value most during the holidays. Every purchase from your shop isn’t just a gift, it’s an investment in local passion and craftsmanship.
Personal Connections Build Loyalty
One of the biggest strengths of small businesses is the personal relationships they build with customers. Take time this season to nurture those connections through exceptional service, personalized recommendations, and heartfelt gestures of gratitude.
A warm, memorable experience can turn one-time holiday shoppers into lifelong supporters of your brand.
Sustainability and Ethical Practices
Customers value sustainability now more than ever. Highlight your eco-friendly practices, such as sourcing locally, reducing packaging, or using sustainable materials. These choices not only help the planet but also appeal to conscious shoppers looking for more meaningful purchases this season.
How You Can Promote the Shop Small® Movement
Collaborate Locally
Teamwork is key when it comes to making an impact. Consider joining forces with nearby small businesses to:
- Host Holiday Events: Organize local markets, pop-ups, or collaborative fairs to attract more foot traffic and showcase the best your community has to offer.
- Bundle Products or Services: Pair up with another business to create joint holiday packages or experiences.
- Cross-Promote Each Other: Share social media posts, display each other’s materials in-store, or feature local partners in newsletters.
Participate in Small Business Saturday®
Small Business Saturday®, proudly backed by American Express, is your time to shine. Use this nationwide celebration to spotlight your business and encourage your customers to Shop Small®.
Here’s how to prepare:
- Promote Early: Let customers know you’re participating through social posts, email newsletters, and signage.
- Direct Shoppers to Resources: Encourage your audience to visit AmericanExpress.com/ShopSmall for tools, resources, and to find businesses nearby using the Shop Small Map.
- Create a Festive Experience: Offer special perks like giveaways, samples, or small tokens of appreciation to make the day memorable.
- Partner Locally: Connect with your chamber of commerce, neighborhood groups, or local champions to boost awareness and visibility.
For access to official Shop Small® marketing materials, visit AmericanExpress.com/SBS or reach out to shopsmall.cp@aexp.com for high-resolution assets.
Leverage Social Media
Bring your community together online by showing what makes your small business special.
- Share Your Story: Highlight your team, your passion, and what your business brings to the community.
- Show Gratitude: Thank your loyal customers and invite them to share their favorite small business moments.
- Use Hashtags: Add #ShopSmall, #SupportLocal, and #SmallBusinessSaturday to your posts to join the national conversation and amplify your reach.
- Encourage Engagement: Host simple social giveaways or polls to inspire interaction and excitement.
Engage Your Community
Make your business stand out this season with a welcoming, festive atmosphere.
- Offer exclusive holiday promotions or bundles.
- Decorate your storefront or website with seasonal touches that invite cheer.
- Host holiday-themed workshops or events to bring people together while showcasing your products or expertise.
Build Loyalty Beyond the Holidays
Keep the momentum going after Small Business Saturday®:
- Collect Customer Information: Encourage signups for your newsletter or loyalty program.
- Show Appreciation: Send thank-you notes or follow-up offers to holiday shoppers.
- Stay Connected: Continue sharing updates and community news to keep relationships strong all year long.
Wrapping Up: The Impact of Shopping Small
Every purchase at a small business makes a difference. By participating in the Shop Small® Movement and celebrating Small Business Saturday® on November 29, 2025, you’re not only helping your business thrive, but you’re strengthening your entire community.
Let’s inspire others to Shop Small®, support local businesses, and celebrate the heart of our neighborhoods this holiday season and every day of the year.
by Xplor Pay
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First published: November 22 2024
Written by: Xplor Pay