American Express, Founder of Small Business Saturday®, Expands Small Business Support with New $5 Million Shop Small Grants Program

NEW YORK--(BUSINESS WIRE)--Nov 12, 2025--

Since creating Small Business Saturday in 2010, American Express (NYSE: AXP) has championed the small businesses that fuel America’s local economies. This year, the company is introducing new initiatives – including a new $5 million Amex Shop Small Grants Program, a content partnership with creator and small business advocate Keith Lee, and free customized signage for small businesses – building on its long-standing commitment to help small businesses grow and support their communities year-round.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251111146438/en/

According to a new 2025 American Express Shop Small Impact Study, 1 this holiday season 86% of consumers say they are likely to Shop Small – either in person or online – including 89% of Millennials and Gen Z. On average, small business owners expect nearly 20% of their annual revenue to come from sales on Small Business Saturday alone.

Strengthening Communities Through the Amex Shop Small Grants Program

“Small businesses are at the heart of every community – they bring people together, create opportunity, and give neighborhoods their unique character,” said Jennifer Skyler, Chief Corporate Affairs Officer, American Express. “This year, in partnership with Main Street America, American Express is expanding our support with a new $5 million grant program and initiatives that inspire consumers and small businesses to join our longstanding Shop Small Movement. We’re proud to continue backing the small business owners who make our communities stronger, not just on Small Business Saturday, but every day of the year.”

American Express and Main Street America, a nonprofit dedicated to strengthening local economies, are launching the new Amex Shop Small Grants Program. Beginning November 29, eligible U.S. small businesses can apply for one of the initial 250 grants of $20,000 each to grow, innovate and support their local communities. Small businesses can find out more details here. Terms apply.

To further amplify the impact, American Express will donate an additional $1 to the grant program 2 for every purchase made using an eligible American Express Card 3 at qualifying small businesses on November 29 – Small Business Saturday. Card Members can view our Shop Small Map to find qualifying small businesses in their communities 4. American Express Cards are accepted at 99% of Merchants in the U.S. 5; Card Members can check here to confirm which local small businesses qualify.

Amplifying Small Business Stories with Keith Lee

The 2025 American Express Shop Small Impact Study shows that 82% of small business owners have seen sales spike when content creators post about them, underscoring the growing role of digital storytelling and influencer partnerships in driving their success. 1

To spotlight and uplift small businesses this holiday season, American Express has partnered with Keith Lee, food critic and content creator with a reach of over nearly 20 million followers across social platforms, and small business advocate known for his authentic storytelling and passion for supporting local entrepreneurs. Through digital content and community-driven storytelling, Keith will help shine a light on small business owners who are driving culture, creativity, and connection in their communities.

“I’ve always believed that supporting small businesses can change lives, and partnering with American Express gives me the opportunity to help even more people discover and uplift the entrepreneurs who make our neighborhoods special,” said Keith Lee. “Small businesses are the heart of every community. They’re where stories start, families gather, and people chase their dreams."

Year-Round Support for Small Businesses

In tandem with the company’s “Member Since” campaign, Amex is introducing new customizable signage for small businesses, available for free, that allows merchants to proudly display how long they’ve been “In Business Since.” Through Neighborhood Champions, American Express also helps small businesses reach new customers, build meaningful connections, and strengthen their local presence. Eligible businesses can order free Shop Small signage for their storefronts, websites, and social channels, reinforcing that shopping small makes a big difference.

Business owners and small business Card Members can also visit Business Class, the American Express platform with free educational resources and content to help business owners make the most of the day and beyond.

For more information about Small Business Saturday visit ShopSmall.com. To learn more about the Amex Shop Small Grants Program visit the program page.

ABOUT AMERICAN EXPRESS

American Express (NYSE: AXP) is a global payments and premium lifestyle brand powered by technology. Our colleagues around the world back our customers with differentiated products, services and experiences that enrich lives and build business success.

Founded in 1850 and headquartered in New York, American Express’ brand is built on trust, security, and service, and a rich history of delivering innovation and Membership value for our customers. With over a hundred million merchant locations across our global network, we seek to provide the world’s best customer experience every day to a broad range of consumers, small and medium-sized businesses, and large corporations.

For more information about American Express, visit americanexpress.com, americanexpress.com/en-us/newsroom/, and ir.americanexpress.com.

Source: American Express Company
Location: United States

 

American Express, Founder of Small Business Saturday®, Expands Small Business Support with New $5 Million Shop Small Grants Program

American Express, Founder of Small Business Saturday®, Expands Small Business Support with New $5 Million Shop Small Grants Program

American Express, Founder of Small Business Saturday®, Expands Small Business Support with New $5 Million Shop Small Grants Program

DRESDEN, Germany (AP) — Large groups of fans invaded the field and threw flares before being chased away by police in a German second-division soccer game between Dynamo Dresden and Hertha Berlin on Saturday.

Dresden fans in the club's yellow and black colors ran the length of the field toward a section containing fans of visiting team Hertha, who also jumped a fence and moved toward the field. Lit flares were thrown from both sides, some of them landing near spectators, and some fans seemed to trade blows.

Police then stormed onto the field from an entrance in the corner of the stadium and chased dozens of Dresden supporters back toward the other end.

It was not immediately clear if anyone was injured or if there had been arrests.

Referee Sven Jablonski stopped the game and took the players off for over 15 minutes. During that time, police formed two lines across the field facing the Dresden supporters. A banner in Hertha's blue and white colors was set alight and displayed in the Dresden end.

The game eventually resumed. It was the second stoppage after an earlier delay when fans let off pyrotechnics and smoke filled the stadium.

Also, there was fan unrest at the final whistle when Borussia Dortmund beat Stuttgart 2-0 in a top-division game. A group of Stuttgart fans approached the field but stopped behind advertising boards and a chair was thrown onto the field.

AP soccer: https://apnews.com/hub/soccer

A steward removes burning pyrotechnics from the pitch during a stoppage in play in the Bundesliga 2 soccer match between Dynamo Dresden and Hertha BSC, Saturday, April 4, 2026, in Dresden, Germany. (Sebastian Kahnert/dpa via AP)

Hertha BSC fans, left, and Dresden fans scuffle during a Bundesliga 2 soccer match between Dynamo Dresden and Hertha BSC, Saturday, April 4, 2026, in Dresden, Germany. (Sebastian Kahnert/dpa via AP)

Police officers stand in front of the K-Block section with Dresden fans during a stoppage in play in the Bundesliga 2 soccer match between Dynamo Dresden and Hertha BSC, Saturday, April 4, 2026, in Dresden, Germany. (Sebastian Kahnert/dpa via AP)