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Has American Express Given Up On Small Business Saturday?

by joeheg

Forgive me for this bit of nostalgia but I can remember when American Express’ Small Business Saturday promotion was a big deal.

In 2010, AMEX created the Small Business Saturday “holiday” as a filler between Black Friday and Cyber Monday for people to support local businesses.

And it worked, partially because American Express provided statement credits at companies that AMEX considered “small” businesses on the Saturday after Thanksgiving.

While American Express has continued to promote Small Business Saturday, it’s been a while since they’re put any money behind supporting small businesses with statement credits for purchases at those merchants.

I wanted to see what AMEX had in store for 2022, but I didn’t have my hopes up. That’s good because it looks like AMEX isn’t using this as more than a way to promote its services.

As per an AMEX email, to take advantage of the holiday, you can check out AMEX offers.

Then you can check the Shop Small website to discover local retailers.

Of course, if you overspend this holiday season, you can always spread purchases over equal monthly installments (for a fixed fee.)

For something that has nothing to do with supporting small businesses, you can pay with contactless payments.

You can also pay for the bill for everyone and have them pay you back so you get all the points—a way to spread the holiday spirit.

And finally, why not spread that holiday cheer by making someone else an authorized user on your card?

I’m sorry, but this is the lamest promotion I’ve seen from American Express in quite a while. If you don’t want to support small businesses by giving cardholders a small credit for buying from them, then do away with the “holiday.” That would be better than this lame attempt to say you’re supporting small businesses when all you’re doing is promoting your services.

Happy Holidays!

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