Supporting and Shopping Small Business Saturday

Small businesses play a vital role in the economy, both locally and nationally. In recognition of this, American Express founded Small Business Saturday, an initiative to encourage people to “Shop Small” through the holiday season and year-round. Customers looking to support local small businesses can use the Shop Small Map, which plots out participating merchants across the United States. If you want to sign up for American Express’s Shop Small Map for this year’s Small Business Saturday (November 29, 2025), here’s everything you need to know.

What is Small Business Saturday?

Small Business Saturday is the annual shopping holiday between Black Friday and Cyber Monday, when consumers are encouraged to shop at small businesses in their communities. Sponsored by American Express in partnership with the U.S. Small Business Administration, this day offers small businesses across the country the opportunity to promote themselves at the start of the holiday shopping season. Businesses aren’t the only ones who benefit, though: Consumers can take advantage of special promotions many stores offer during Small Business Saturday while also exploring the unique products and services offered by local shops. Communities, corporations, and even government representatives can also get involved by encouraging local businesses and community members to partake in the day. According to American Express, Small Business Saturday has generated over $200 billion in reported sales since its inception in 2010. The increased spending not only bolsters individual small businesses; it also supports local, state, and national economies.

How to register for Small Business Saturday

Before you register for Small Business Saturday and the Shop Small interactive map, confirm that your business meets American Express’s eligibility criteria. To qualify, your business must:

• Be located in, or have a service area within, the U.S. or its territories.
• Accept American Express Cards as a payment method.
• Have at least one, but no more than 25, locations with no more than $5 million in American Express annual charge volume.
• Not be part of a franchise with over 250 stores (or with more than 25 corporate-owned stores).
• Operate outside the following industries: government agencies, public administration, travel agencies, charities and nonprofits, peer-to-peer payments, crowdfunding, trade associations, political organizations, direct sellers, or shopping property management companies.

If your business meets the above requirements, you can register your business for the Shop Small map in a few simple steps:

• Log in through American Express’s merchant profile page to verify your business. You can submit your employer identification number (EIN) and business ZIP code. Alternatively, if you currently use American Express Merchant Services, you can use the merchant ID or access code listed in emails and financial statements.
• Select your shop’s location on the map (You’ll need to toggle on the “Show on Shop Small Map” option to see it).
• If you need to edit any information, such as your business name or contact information, click the edit icon next to the corresponding section.
• Press “Save” to save your updates, which can take up to three days to appear on the Shop Small Map or online directory.

If you need to make additional updates following your initial registration, simply log back in with your EIN or merchant ID. Note that changes can take several days to appear, so it’s best to verify and input your business details well in advance of Small Business Saturday. For more information about signing up for Small Business Saturday, American Express created this instructional video to help small businesses complete the registration process. Using American Express’ online tools, including the Shop Small Resource Hub, will also help you familiarize yourself with the online portals and identify ways you can attract shoppers through your own merchant profile.

Why sign up for Small Business Saturday?

Small Business Saturday is a great way to gain exposure, especially ahead of the holiday season. Here are a few reasons why signing up can be incredibly beneficial for you and your small business.

You can increase awareness of your business and reach a wider consumer base

Participating in Small Business Saturday can, quite literally, put your business on the map and attract a greater number of customers through the holiday season. American Express also reaches out to select businesses during the Small Business Saturday promotional period to feature them in video and social media content tied to the shopping holiday. This is yet another opportunity to expand your reach with AmEx’s large customer base.

It helps generate e-commerce sales

While Small Business Saturday started as a way to bring attention to local businesses, it can also help small retailers expand their national presence, particularly as e-commerce sales continue to gain traction. By listing your business on the Shop Small map and participating in Small Business Saturday marketing initiatives, your business has a wider audience for any online sales or promotions you may be running for the holiday season.

It’s free

There’s no fee to list your business on the Shop Small map. By registering, you can get a leg up this holiday season without any additional marketing spend — a huge perk for small businesses trying to make the most of their cash. Learn more about how to make the most of this shopping holiday in our Small Business Saturday guide.