NEW YORK—American Express announced that for its 14th annual Small Business Saturday on Nov. 25, 2023 it will introduce “Door to Shop Small,” an augmented reality (AR) experience to help get more shoppers across the country through the physical and virtual doors of businesses. From Nov. 20-25, 2023, eligible American Express Card Members who make a single purchase of $50 or more by using their enrolled eligible Card at U.S. retailers in the “Shopping” category on the Shop Small Map or online directory, can earn a one-time, $5 statement credit. Enrollment is required and is limited.

“American Express has been a long-time advocate for small businesses—we work to deeply understand them and meet their evolving needs. We also understand the impact shopping small has on supporting local communities through our annual Small Business Saturday and year-round Shop Small campaigns,” said Elizabeth Rutledge, chief marketing officer, American Express. “We hope Small Business Saturday and this year’s interactive experience excite and engage shoppers across the country during the kickoff to the important holiday shopping season.”

As part of the Door to Shop Small experience, physical, blue door frame installations will pop up on Saturday, Nov. 25 in Chicago’s Magnificent Mile (Pioneer Court), Los Angeles’ Westfield Century City ( AMC Plaza) and New York City's Gansevoort Plaza in the Meatpacking District. QR codes integrated into the doors will drive visitors to the AR experience where they can browse hand-picked products from a variety of small businesses. Mobile shoppers will also be able to engage with the AR experience here.

Last week, American Express also launched a nationwide advertising campaign to drive consumers to Shop Small on Small Business Saturday, which includes social media content and outdoor digital screen placements appearing in Boston, Chicago, Denver, Los Angeles, New York, San Francisco and Washington D.C.

The 2023 American Express Shop Small Impact Study, released last week, emphasizes the importance of shopping small and excitement building among business owners and consumers for the upcoming Small Business Saturday.

  • The majority of small business owners (88 percent) said small businesses need the support of customers in their community given the current economic environment.

  • More than half (55 percent) of small business owners anticipate Small Business Saturday will make a significant contribution to their overall holiday sales this year.

  • Consumers are ready to rally behind their local neighborhood businesses and be a part of the Shop Small movement—78 percent of those surveyed agree small businesses are essential to their community.
This year’s campaign builds on the powerful backing American Express provides small businesses and the company’s goal to drive $100 billion in reported consumer spending at small businesses from 2021 through 2025. Since American Express created Small Business Saturday in 2010, consumers have reported spending an estimated $184 billion at small businesses on the day.

U.S. consumers can find American Express accepting independent retailers across the nation through the Shop Small Map.

American Express provides ongoing support to small businesses year-round through the Shop Small Resource Hub, where small business owners have access to free marketing tools and tips to help grow their business. The Business Savings Suite provides savings on a range of business solutions all year long, and this holiday season will feature curated offers for business solutions by small businesses and for small businesses.

Business Class, the platform with free educational resources and content for business owners and small business Card Members, will feature a dedicated Small Business Saturday page on Business Class for Merchants with a collection of social media tips and retail trends, and a dedicated Business Class Resources for Retailers page with insights on making the most of the retail rush during the holidays.