The ‘Shop Small’ initiative, which runs for a month each year and first launched locally in 2013, now adds a grant programme on top of its usual spend local messaging. American Express has committed $1m to fund 50 grants worth $20,000 each, with applications opening to eligible small businesses nationwide from July 27.
Those grants sit alongside the traditional campaign mechanics that nudge card members to actively choose small operators over larger chains. The company is concentrating support where it believes the impact can be most meaningful.
Funding for the expanded programme rolls out in two stages, with the first $1m pool entirely underwritten by American Express and earmarked for the initial 50 grant recipients. A second $1m is structured to be unlocked in partnership with consumers, as the company pledges to match every dollar spent on American Express cards at participating small businesses.
Everyday purchases at cafes, retailers and local services can directly translate into extra grant funding. The approach turns the campaign into a live funding engine for small business, rather than a one off marketing burst.
American Express is betting that this more tangible model of support will deepen loyalty among small business merchants and card members at the same time. The matched spend structure is also a way to keep ‘Shop Small’ front of mind for consumers throughout the month.
