The annual month-long ‘Shop Small’ campaign, which launched locally in 2013, is shifting from pure marketing to hands-on financial support for small operators. Instead of just nudging card members to spend more with neighbourhood traders, American Express is now layering in grants with up to 100 businesses in line for potential funding.
American Express has earmarked an initial $1m pool to provide 50 grants worth $20,000 each, open to eligible small businesses around the country from July 27. Applications are available nationwide so regional and city operators can both apply.
After that first tranche is allocated, the campaign’s second phase leans on cardholder behaviour to expand the pot. Every eligible dollar spent on an American Express card at participating small businesses in the first week of August will be matched by the company to unlock another $1m for further grants.
The matching structure turns everyday card spending into a funding engine for local operators, adding a gamified layer to the usual “support local” message. Businesses see American Express as a funding partner while card members see their purchases having amplified impact.
