National advertising campaign to support Small Business Saturday.

Words by Sarah Blackman

American Express has today launched a marketing campaign supporting SMEs ahead of Small Business Saturday on December 6.


The credit card company will roll out a national advertising campaign that encourages consumers to support independent stores.

American Express is the founder of Small Business Saturday in the US and supporter of the grassroots campaign in the UK.

The annual event includes a ‘Shop Small’ promotion, held from December 6 to 21, to incentivise card members to spend in their local shops.

American Express said it will also collaborate with “high profile talent” from the creative industries, including supermodel Daisy Lowe, to shine the spotlight on small businesses.

Last year, consumers across the country came out in force to support the UK’s first Small Business Saturday, which gave local, independent businesses a share of the limelight at one of the busiest shopping times of the year.

Research by American Express undertaken immediately after last year’s campaign found that 43% of shoppers on the day chose specifically to shop at local independently owned businesses because of Small Business Saturday.

They in turn spent an average of £33 per person on the day, generating £468m for small businesses across the country.

Mark Roper, head of UK merchant services at American Express, commented: “American Express recognises the vital contribution small businesses make to the UK economy and the communities in which we all live and work, which is why we are delighted to be supporting Small Business Saturday again this year.

“With our high profile marketing campaign and the Shop Small promotion, we hope to build on last year’s success and encourage even more people to shop small on 6 December and beyond.”