Since 2010 American Express have run Small Business Saturday, the idea behind the concept is to encourage cardholders to use their American Express cards at small businesses. Traditionally American Express have struggled to get these small businesses to accept American Express cards due to the higher fees involved in processing these cards. American Express have offered the following promotions in past years:
- 2010: $25 back on $25+ in purchases
- 2011: $25 back on $25+ in purchases
- 2012: $25 back on $25+ in purchases
- 2013: $10 back on $10+ in purchases
- 2014: $10 back on $10+ in purchases (usable three times)
- 2015: No public offer, was instead replaced by a targeted American Express offer
This year they are also offering double rewards at small businesses. They are also offering a few promotions on Small Business Saturday itself (first Saturday after thanksgiving). These are the offers they’ll be offering:
- Dance + Yoga Sesh with Daybreaker: Daybreaker, the early morning dance movement spreading around the world, is teaming up with American Express on Small Business Saturday to create an unforgettable kick-off experience to celebrate the small businesses that empower and enrich the communities they serve. The parties will take place in New York City, San Francisco and Chicago, where attendees can wake up to an invigorating workout and dance party with music, DJs, performers and yoga/fitness, as well as food and beverages from local businesses.
- Free Rides to Shop Small in NYC with UberPOOL: To help shoppers get together and Shop Small on Small Business Saturday, American Express and Uber are offering a free UberPOOL ride (up to $20) to American Express Card Members in all five boroughs when the promo code SMALLBIZSAT is entered into the Uber app. And through the end of the year, first time UberPOOL riders in NYC can enter the promo code SHOPSMALL2016 to get their first UberPOOL ride free (up to $20). Visit the Shop Small map for ideas on where to go and ride together to Shop Small.
- Dine Small with The Infatuation: The Infatuation, an influential online platform focused on helping people find the best restaurants in their area, will host an event at an independent restaurant in four cities: New York City, Los Angeles, Washington, D.C., and San Diego. Restaurants will create exclusive Small Business Saturday menu items to celebrate the day and encourage consumers to continue visiting local restaurants long after the weekend. Restaurant-goers will be encouraged to share their experiences on social media.
- Local Celebrations with Neighborhood Champions: More than 4,000 small business owners, individuals and community organizations have already pledged to be this year’s Neighborhood Champions, committing to host events and activities to rally their communities on Small Business Saturday. Shoppers can support their local Neighborhood Champions and independent businesses by attending these events together with other Shop Small enthusiasts. More information about these activities can be found at www.shopsmall.com.
Our Verdict
It’s a bit disappointing that American Express are focusing on location specific promotions, the uberPOOL promotion is really the only one of any use as well. I wouldn’t be terribly thrilled if I was a small business owner outside of NYC and even if I was I doubt most people will be using that ride to visit a small business anyway.
The real promotion is the double points this year (also working with Plastiq currently), I think American Express are still trying to use the Small Business Saturday brand without actually offering anything useful on the day itself.
