To help small businesses grow, innovate, and support their local communities, American Express is teaming up with Main Street America this Small Business Saturday® to launch the Amex Shop Small Grants Program. The Program will provide an initial $5 million to fund 250 grants of $20,000 each to eligible small business owners across the U.S. Plus, every time an American Express Card Member shops with their eligible Card at a qualifying U.S. small business on November 29, 2025, American Express will donate an additional $1 to fund additional grants.¹

The Amex Shop Small Grants Program reflects the shared commitment of American Express and Main Street America to champion small businesses that strengthen communities and help local economies thrive.

About Small Business Saturday

Small Business Saturday is a day dedicated to supporting small businesses and communities across the country and is part of the larger Shop Small Movement. Founded by American Express in 2010, this day is celebrated each year on the Saturday after Thanksgiving in the U.S. Since its launch in 2010, U.S. consumers have reported spending an estimated $223 billion at small businesses on Small Business Saturday.²

To celebrate, American Express created I SHOPPED SMALL stickers for small businesses to share with their shoppers on November 29. You can order the complimentary stickers here.³

The eligibility information below is a general overview. Additional information about the grant program, including detailed eligibility requirements, FAQs, and Terms & Conditions, will be released on Saturday, November 29, 2025.

To stay up to date about announcements regarding this program, sign up for our Small Businesses Resources email list.

To be eligible for this program, applicants must:

• Own a for-profit, independently owned small business
• Operate out of a physical ​“brick-and-mortar” storefront
• Be located in one of the 50 U.S. states or Washington, DC (Businesses located in U.S. territories are not eligible)
• Currently employ 20 or less FTE (Full Time Equivalent) employees

We are seeking proposals for projects to help your small business grow, innovate, and support your local community.  

Below are a couple of examples to inspire you, but we welcome all types of innovative ideas that will support your unique business needs and make a positive impact on your local community. 

Proposal Examples for Inspiration: 

• Large capital expense projects, a physical or marketing refresh, or adding new revenue streams, as long as there is also evidence of how the grant will help support the local community 
• Creating or improving a community-centric space within the business such as a patio, performance stage, or area used for community gatherings, or hosting events in existing spaces 

The application period will open on Saturday, November 29, 2025. 

To stay up to date about announcements regarding this program, sign up for our Small Businesses Resources email list. 

¹ For every transaction made at a qualifying U.S. small business using an eligible American Express Card on Small Business Saturday, Nov 29, $1 will be donated to provide grants to small businesses. Small businesses must be on the Shop Small Map for transactions at that business to qualify. Donations will go to Main Street America to be distributed through the Amex Shop Small Grants Program. Excludes transactions made using American Express Debit Cards.  

² This spend statistic is an aggregate of the average spend as reported by consumers who shopped small on Small Business Saturday in surveys commissioned by American Express reporting spend habits on Small Business Saturday since 2012. It does not reflect actual receipts, sales or American Express Card Member spending data. Each such survey was conducted online among a nationally representative sample of U.S. adults. The data was projected from the samples based on then-current U.S. Census estimates of the U.S. adult population (18+). 

³ While supplies last. Available to U.S. located small businesses, small business organizations and chambers of commerce. Orders deemed ineligible by American Express may be cancelled. Not responsible for lost or damaged orders. Max. order is 2 packs of 50 sticker sheets.