Amex: Consumers Seek to Shop Small This Holiday Season

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Last updated on January 29th, 2024

Shopping at a small business is on the busy holiday to-do list for a majority of consumers, according to recent American Express surveys. Amex’s 2021 Shop Small Impact Survey and Trendex Holiday 2021 findings are highlighting the importance Americans place on shopping with small businesses this holiday season. Here are all the relevant findings:

Amex Wants Consumers to Shop Small This Holiday Season

While Black Friday and Cyber Monday are synonymous with savings, American Express wants consumers to remember to Shop Small this holiday season. The Shop Small promotion from Amex was initially created to help local businesses during the pandemic but is an excellent way to support local merchants any time of year – and especially during the holiday season.

American Express Shop Small Impact Survey

According to recent data shared in both the Amex Trendex and the American Express Shop Small Impact Survey, would-be gift-givers this holiday season are hoping to do their part to have an overall positive impact on their local communities.

The 2021 American Express Shop Small Impact Survey found the following:

  • 42% of consumers surveyed say they plan to Shop Small on Small Business Saturday (November 27), and 80% of consumers say they are likely to shop small this holiday season
  • Seven-in-ten consumers surveyed agree that they are more conscious about making sure they shop at small businesses this year compared to previous years and seek out small businesses when shopping
  • 79% of consumers surveyed agree that the best and most unique holiday gifts come from small businesses.

Amex Trendex Holiday 2021

The findings in the Shop Small Impact Survey correlate nicely with Amex’s Trendex report. That report found that 75% of consumers agree that shopping in-person at a small business brings them joy and drives excitement for the holidays.

Additional findings from the latest Trendex study also show that it’s crucial for consumers to purchase holiday gifts that:

  • Support small or local businesses (81%)
  • Are ethically sourced (63%)
  • Are sustainable/minimize their environmental impact (64%)
  • From retailers that are certified B Corporations (50%)
  • Are from women-owned businesses (45%)
  • Are from minority-owned businesses (47%)

For more details of the Shop Small Impact Survey, click here. For more information on Amex Trendex, click here.

“Never Been More Important to Support Local Businesses”

“It has never been more important to support local businesses,” said Keewa Nurullah, owner of Chicago-based children’s boutique Kido, in an Amex press release. “As we head into the holiday season, I am grateful that consumers recognize the importance of supporting the businesses that make our communities unique and are prioritizing shopping with eco-friendly businesses like mine.”

Mackenzi Farquer, the owner of Lockwood, a home and gift store in Brooklyn, N.Y., appreciates the consumer conversation surrounding Shop Small, especially over the rollercoaster of 2021. “The last year has demonstrated how important it is to get out and support your favorite local businesses. When you Shop Small, you are doing so much more than buying a product, and you are supporting your local community and helping to keep the businesses that make them unique alive.”

Featured image by Amex

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About: Cory Santos
Cory Santos

Cory is the senior credit card editor at BestCards, specializing in everything credit card-related. He’s worked extensively with credit cards and other personal finance topics, including nearly five years at BestCards. Cory’s extensive knowledge is an essential part of the BestCards experience, helping readers to live their best financial lives with up-to-date insights and comprehensive coverage of all facets of the credit card space, including market trends, rewards guides, credit advice, and comprehensive credit card reviews.

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